Ever Increasing role of ORM in digital marketing
With businesses investing rapidly in the digital marketing realm, it is critical to understand its advantages and disadvantages.
According to Dentsu reports, the digital advertising industry experienced a growth in the market size from Rs 13,683 crore by 2019 to Rs 15,782 crore by 2020, growing by 15.3% from the previous year. Digital media will grow at 20% to reach a market size of Rs 18,938 crore by 2021 and with a CAGR of 22.47% to reach Rs. 23,673 crore by 2022.
The Internet has plenty of merits and plenty of demerits.
With an incredible increase in digitalisation, the engagement level has spiked. It has open doors to both negative and positive comments from the audience. It takes a second for one comment or a bad review to go up online and take down your reputation. It indeed is an arduous task to manage an excellent reputation online.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
– Warren Buffet
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What is the role of ORM in digital marketing?
ORM is an abbreviation for Online Reputation Management. ORM is a mere combination of traditional marketing, search engine marketing, and public relations.
Businesses, while creating a business, have a determining motive and perspective. When presented online against a mass viewership, how do these viewers perceive your business is an important question you should ask.
ORM alludes to a process that incorporates monitoring, addressing, or mitigating SERPs (search engine result pages) and comments on social media.
With the tremendous growth in digital marketing, it is now a smooth process for businesses to have a decent digital presence(Website, social media handles). Regardless, let’s not forget the competitors who tarnish the organisation’s reputation with negative reviews and criticism.
Businesses, when invested in ORM, witnessed a growth rate of 25% in sales. Therefore it is of utmost importance for businesses to strive and protect the brand image, which can be done by proper ORM platform in place.
ORM in digital marketing assists businesses in establishing and maintaining a positive brand image on the internet. Any critical attacks on your image are easily deflected and minimised in prominence. If any of your personal information is leaked online, ORM helps remove such data from public databases, known as “people search” databases.
Below mentioned are the features of ORM platforms that you should consider before investing in one:
- Monitor your Online Reputation in real-time
- Detailed Analysis of your brand perception in the community
- Competition benchmarking abilities
- Crisis management
Need for orm in digital marketing?
The need for ORM in your business can be narrowed down to 3 primary phases:
1. The reputation management phase
What happens after your brand is established?
Though you successfully created a good reputation in the overall market, maintaining the same is a progressive task; this is where a well-skilled ORM team intervenes.
The ORM team will be adept at managing cordial relationships with your customers and tracking your brand reputation across search engines without any hassle.
2. The recovery phase
Typically most businesses have encountered an irate customer or a competitor trying to demean your business’s well-built reputation. This can invite negative comments and reviews, calling for an immediate amendment.
In the recovery phase, the ORM team dedicates their skills to redeeming the losses incurred regarding the brand name. They align their tasks into looking after the company’s SEOs, social media content, and, importantly, website content where their brand name has been tampered with.
3. Monitoring and controlling phase
Both large and small businesses have competitors that can come up with threatening strategies against your business. An ORM platform will maintain good control over threats and malicious actions towards your brand name.
In order to protect your brand from getting overshadowed by negative comments and avail many other benefits ORM tools have to offer that help in improving your social presence, customer service and even boost sales.
How to analyse your online reputation?
1. Skim through search engines
After the strenuous and time-consuming job of working on your website, it’s now time for search engine analysis. Do that by simply asking yourself the following questions.
- Is my business at the top of the first-page search engine listings?
- Are the third-party links positive or negative?
- Are there any ORM fires that need immediate attention?
- Is your business information accurate on third-party sites?
2. Check your brand's social media handles-
The world is more social on the Internet than ever.
Everybody is speaking on social media with their opinions. Social media has motivated the opportunity of vocalising their mind out between customers as well as the businesses.
Making an impact on social media demands a lot of followers, likes, and a high engagement rate.
Responding to customer’s comments, messages and being always ahead in your average response time are the key factors to consider for being considerably visible on social media.
Evaluate your social media reputation by checking for your hashtags to understand what’s talked about by the audience. Look for negative comments and check if any of your supporters go against them in your defense.
Also read – What is a Social media management tool?
3. Look for Review sites
Scan through Google reviews. Analyse how people like to rate your business. Do they prefer rating with stars, or are they taking time to write an in-depth review of their experience with your business? Is it a positive or a negative review?
Research on third-party websites or comparison sites and look for any statements that are overboard with your business standards. Check for vlogs if your product/service is talked about.
When businesses have a clean and active website and social media handles where they represent their brand, it doesn’t mean they have a healthy online reputation too.
It is what’s not presented by you, but what’s presented by others about you online, that can be threatening. Therefore, businesses must build a frequent practice of scanning their mentions online by others.
ORM has become a necessity since the day the use of social media accelerated and businesses swiftly shifted their focus online.
Start leveraging online reputation management services to gain an edge above your competitors, engage with your customers, and prevent any forthcoming crises.
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