From the course: Managing Brand Reputation
Why invest in marketing reputation management?
From the course: Managing Brand Reputation
Why invest in marketing reputation management?
- Why should your brand invest in marketing reputation management? In a study completed by TripAdvisor, they found that 97% of all business owners say reputation management is important. That's essentially all business owners. So, whether you're a mom-and-pop flower shop like Hansel & Petal, or one of the largest franchise floral retailers in the world, you have an active customer base that is discussing your brand. You can control your brand image by tracking and analyzing what your customer base says about you online and in person. Being aware of bad news as it happens, or before it happens, helps your brand deal with issues faster and in a more informed way. We now exist in a search economy, which means your brand's reputation comes from Internet searches, whereas before, it came from pure word of mouth. When was the last time you turned to a search engine like Google to look up a contact you just met or to research competitors? It's all on the Internet. Your brand's reputation is impacted by online search results, customer reviews, and social media mentions. Be careful how you interact and react to your customer base online, as it directly affects your marketing reputation.
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