Why Do Businesses Need Online Reputation Management?

‘First impression is the last impression’ – while it may be a cliché, it holds some truth in today’s dynamic business world. With the acceleration of technological change, old way of doing business has become unsustainable for marketers. Today, success of a business is widely governed by the reputation it commands in offline as well as online market.

Companies may have the ‘real world reputation’ of their business sorted but if there are flaws in their online reputation, they are in for some big trouble. Consumers have become promiscuous in their brand relationships. At one time, they are connected with myriad of brands through multiple media channels which is beyond the control of the retailer or the manufacturer.

Besides sharing ideas, they are using the internet to mobilize public opinion about a certain business or brand like never before. The growing expectation for transparency has been keeping companies under the scrutiny of customers, employees, regulators and even activists and NGOs.

Many companies are using the internet for their benefit but only few are protecting their brand from the damage caused by poor online reputation. It is necessary to understand that the ability for companies to control their reputation is limited because brands are built by customers and not companies. One negative comment or review about the company has the potential to ruin the business entirely.

Here are some statistics that might prove positive reputation has become a necessity in today’s digital age:

Online-Reputation-Management

Restoring stained reputation can be extremely difficult and that is why businesses need effective online reputation management services. With the help of these services by experts, negative publicity is pushed down with a hoard of positive content via SEO techniques. It is ensured that the pages stating good things about the company are ranked ahead of the pages with negative content. Companies also spend money on online reputation management to monitor and manage activities that might have direct or indirect impact on their reputation in future.

This service has become the need of the hour because internet has become omnipotent in today’s fast paced world. Companies shouldn’t underestimate the cost of a poor reputation. Instead, constant efforts should be made to keep the online brand identity under control at all times.

“A Brand For A Company Is Like A Reputation For A Person. You earn reputation by
trying to do hard Things well.”

How can Integrated Marketing Strengthen Your Brand?

Remember the 1950s when it was easier to keep marketing campaigns aligned between print, radio and television? Gone are the days when customers were more than happy to choose from what they saw in TV commercials, print ads or billboards spread across the city. Today, we are in the digital media age where companies are left with no choice but to develop marketing campaigns in multiple media channels to survive in business.

Yes, we are talking about the integrated marketing strategy that has taken the business world by storm. From joining the social media bandwagon and creating effective tactics for targeting niche groups to hiring a different manager for each marketing channel, integrated marketing has been keeping businesses busy.

If your company hasn’t moved to integrated marketing yet, it has lost a huge chance to create a lasting impression on the customers’ mind. Consumers are making use of multiple devices to access a brand wherever they go and therefore, there is a strong need for businesses to deliver a consistent brand message through varied media outlets to tap the customer base.

Integrating Offline and Online Marketing Tactics

Branding calls for a customized plan to integrate offline as well as online marketing strategies that will leave no stone unturned in reaching the target audiences with the brand message. Here are some interesting statistics that will show how companies have been allocating their online as well as offline marketing budgets and how digital marketing is helping companies make more sales:Marketing_Strengthen_v2Considering the fact that media channels have mushroomed and communication channels are growing in numbers, businesses have to cut through the maze and establish connect with the target audiences. This is possible only through a well-planned integrated marketing strategy that will ensure that the brand message reaches the intended customers through the clutter.

In today’s fragmented market, integrated marketing helps businesses strengthen their brand and expand their reach. Through integrated marketing services, each branding effort is presented in a similar fashion across radio, television, print media and the internet. This helps in reinforcing the ultimate message of the brand and also solidifies the reputation of the company.

These marketing solutions have become a necessity to stand out from the crowd. Since customers are hit with a barrage of ads on a daily basis, only consistent and integrated brands can manage to get their attention.

With infinite number of marketing channels available, it has become necessary to know which channel will be suitable for a certain business. This is the reason why many companies are hiring branding agencies that are creating and implementing effective integrated marketing techniques for their business and bringing them desired results. By engaging a single agency that has the expertise in this field, companies have been able to maximize the return on their marketing expenditure.

Businesses Benefitting from the Changing Role of Public Relations

PR is all about churning press releases- Sadly, many companies are plagued with this misconception that has not only undermined what they strive for in PR but has also dampened their chances of reaping its benefits. There is a strong need to take an introspective look at how the public relations industry operates before jumping to conclusions like- ‘My business doesn’t need PR’. A well-rounded PR strategy helps in identification of the most effective non-news resources to reach target audiences and tap them.

Merging Old School and New Media

As the internet has become omnipotent in today’s fast paced world, digital marketing tactics such as social media and SEO are also being incorporated to PR in order to help clients make the move to the new media landscape. Traditional PR efforts such as brand awareness, media coverage and reputation management are being combined with latest marketing tools to transform news into engaging, unique content and keep the target audiences hooked to a certain brand.

For instance, when PR and SEO are combined, content about a particular brand gets higher rankings in search engines, driving more traffic to the business. Companies that fail to utilize the combination of these services are usually left behind in competition.

Today, almost every media organization, communication professional, marketing expert and brand manager swears by the benefits of implementing PR tactics with advertising to achieve maximum results. This has led a growth in demand for PR experts who are capable of doing strategic planning based on research, establish digital footprint of your brand across different channels, create campaigns to increase the brand visibility, monitor social channels and engage in social media and create content that initiates positive discussions about your business and so on.

graphic_blog_1Businesses across the globe are obtaining stellar results through expert marketing consultation, concrete media planning and powerful marketing strategy. They are not only coming to PR firms for effective earned media coverage in broadcast outlets and traditional print but also for digital PR.

“PR is performance recognition” – Douglas Smith

How Can Effective Branding Give Your Business a Unique Identity?

You know why many companies get branding wrong? It is because their perception of branding is either limited to logo creation or excessive marketing. This term is not only misunderstood by many business owners but it is also incorrectly defined. Many companies across the globe prefer to make heavy investments in offline and online marketing; however, hiring a reliable branding agency is deemed unnecessary.

Marketing vs. Branding- Which one to Choose?

Many companies choose marketing over branding when it comes to spending money. However, they fail to realize that branding can bring various assets to the table that their marketing department may not have considered. Remember, the branding agency works in co-ordination with the marketing experts to get things done effectively and creatively for a lasting impression.

They have a team of creative people including, writers, graphic designers, artists, illustrators working together, cultivating compelling ideas that give that extra something to a business that marketing alone can’t. The agency also handles the media buying and public relations aspect of the business in an effective manner, using their contacts and network for the client’s benefit.

Reputed branding agencies have worked across diverse industries, gaining deep understanding of how a brand needs to be portrayed. They are aware of the strategies that can help the business establish a special connect with the customers who are bombarded with new ads every single day. Since the digital era has revolutionized how customers interact with a brand, it has become necessary to seek the expertise of branding experts who know what they are doing.

Benefits of Understanding your Brand Value

It is very important for companies to understand that brands are owned by the consumers. It is their perception of what it is like to be associated with a certain company. Brand defines a business in the true sense, regardless of what work the company does or how much profit it makes.

Every brand needs to have a voice and companies need to know how to express this voice to their target customers. Your company’s marketing efforts will be fruitful only when the branding is right. If your customers don’t connect with your brand, no amount of marketing can help your business survive in this competitive market.

From identifying your target market and developing a suitable brand strategy to articulating your company’s values in a strong yet creative manner, a branding agency will help you create a brand identity that offers the right mix of logic and emotions to appeal to your customers.