Reputational Marketing and Advertising

For decades, organizations have used marketing around brands to promoting your business. Through this method, organizations promote their logos, images and products with a mindset of trying to promote everything. Advertising - whether in print, television, radio or digitally, is the vehicle for marketing around the brand. Advertisements focus on conveying to the consumer the quality of the organization and why they should buy its product/service. Although well-known companies like Nike or Apple can use this type of marketing, it may not be the best option for smaller brands.

Nowadays, consumers are more easily persuaded by the opinions of their peers than by advertising, which is why they turn to reviews and ratings before making decisions and purchases. This means that consumers have the opportunity to analyze the reputation of a product or service - and not that of the brand.

Reputational marketing responds to this trend in consumer habits. It focuses on creating a relationship with consumers and offering products based on their wants and needs. What's more, the investment and risk of developing a reputation marketing plan is low when compared to the expenses involved in developing an advertising campaign.

Reputational marketing requires going a step further than simply advertising the brand and its offer, it requires being able to demonstrate its value to the consumer and taking action based on their feedback. This strategy requires continuously gathering information and changing processes and products/services based on customer feedback. In turn, consumers will recommend and promote your offer through their contact network.

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