DAC’s recent study of reputation management from nearly 900 marketing executives worldwide revealed 71 per cent of marketers are concerned with managing their brand’s reputation in today’s digital advertising and social media environment. Alarmingly, 50 per cent of those brands aren’t actively executing a reputation management program.
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“Reputation management is now one of digital’s most critical disciplines, but most organizations are struggling to get it right. The importance that consumers place on online brand reputation is extremely high, and ratings and reviews can be a significant driver for business revenue,” said Nasser Sahlool, DAC’s Senior Vice President of Strategy.
As a leader in digital performance marketing, DAC defines online reputation management as the monitoring of user generated content in the form of product, location, and brand reviews, as well as using customer feedback to try to solve problems and promote positive sentiment for brands. Successful programs include ratings and reviews on search and social media platforms, marketplaces such as Amazon, industry-specific platforms such as Tripadvisor and brand websites.
For all the elements of a holistic reputation management strategy, respondents were most challenged by the inability to measure impact of a reputation management program and found themselves lacking the necessary flexibility and agility to properly execute reputation management. Beyond these challenges, the findings showed:
- 67 per cent of respondents find it challenging to hire with the reputation management experience needed
- Respondents indicated that turning customers into brand advocates is a desired outcome for a reputation management program, but over 40 per cent of respondents are not actively doing this
- Brick-and-mortar marketing remains ever-important, with 82 per cent of respondents placing importance on marketing their physical locations over the next three years
These challenges show up in capability and executional gaps as they relate to the utilization of technology platforms built to support reputation management. For example, while 64 per cent say that it would be very useful for them to monitor and manage reviews across all major online review sites, including Google, Yelp, Facebook, TripAdvisor, etc., only 59 per cent do so.
“Marketers instinctively understand the potential negative impacts of not actively managing online reputation, but what is often overlooked are the considerable positive strategic implications of this work,” added Sahlool. “Applying data science, strategic insights, operational rigor, content, and technology can fundamentally improve business outcomes. DAC is here to meet our clients wherever they are on their reputation management journey.”
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