Brand reputation management should be a key part of a business’ marketing strategy because of the significant impact a negative online reputation has and its direct effect on previous marketing efforts. If a customer goes online to learn more about a company or product, discovering bad reviews almost always surely drives them to a competitor. When no such information is available from verified customer reviews, consumers often choose not to take any risk at all, and do not complete transactions for potential sales. “Negative feedback shouldn’t be taken lightly, as it can help brands identify their weak points and improve the quality of their daily business operations,” says a spokesperson for brand reputation management firm ICMediaDirect.
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