Why should reputation be a marketing priority?
What people say about your organization online has become the most important indicator of your organization’s quality, trustworthiness, and competence. It doesn’t matter what industry you’re in. An international study conducted by Nielsen showed that 66% of global consumers indicated that they trust online reviews from strangers when making their purchasing decisions.
The priority of the marketing should focus on building a solid online reputation. Why? All of your other marketing efforts, whether they are SEO, whether through social media, offline initiatives, or advertising, will inevitably lead the public to learn more about the organization online. In this context, a poor reputation can then drive them away.
Most managers and business leaders do not understand that what consumers want is information that helps them feel confident that they are making the right purchase. Today, much of that confidence comes from online reviews and insights into other consumers’ experiences.
With mobile devices dominating the purchasing process, brands must ensure that their website not only appears in a prominent position but also that they are mobile-friendly with navigation and interaction capabilities. The goal is to eliminate as much friction as possible between consumer needs and the organization’s ability to meet them.