For many executives, reputation management is simply part of traditional public relations.
And they are wrong.
Reputation is an invaluable asset
A company’s reputation is arguably its most important intangible asset. The days of word-of-mouth are long gone – or, more accurately, they’ve entered the digital landscape.
Reputation matters more in today’s business reality
In the past, reputation measurement was all about focus groups and surveys, and was typically focused on products and services. , for example, in the food and beverage industry. But for most companies, the latency associated with focus groups and surveys makes them cumbersome data-generating tools.
We live in a world radically transformed by the means of communication. This revolution has expanded time and condensed it at the same time. We live in an era where the minute is longer and communication is supposed to be instantaneous.
A new type of consumer
Reputation is a reality that how to build phone number list generates any business activity. Its importance is greater than ever due to the evolution of consumer behavior. A recent study on the preferences of young professionals – an increasingly important influence in B2B sales – reveals that more than 50% of them conduct product research before making or recommending a purchase.
61% of global internet users research products online.[1]
44% of online shoppers start by using a search engine.[2]
91% of global consumers are likely to switch brands to ones associated with a good cause, at comparable price and quality.[3]
50% of global consumers said they would be willing to reward companies that give back to society by paying more for their goods and services.[4]
It is clear that the modern
consumer actively researches products and services before making a purchase, and that a company’s reputation is a very important aspect of purchasing decisions.
With instant communication and consumers
very active in sharing information directly relabrand value,
focus groups and surveys are too Подхранването на LinkedIn води до лоялност from where reputation value is played out: in real time in digital.
The increasing role of marketing in reputation management
The era of stand-alone PR departments is a casualty of the evolution of communications. Marketers have a significant impact on reputation management. Social media marketing provides feedback on consumer trends: their compliments, their complaints, their america email list searches, what they are looking for. The reach of digital media means snowball effects can occur in minutes and disasters in hours.
