| Any one who has studied commercial accounting | | | | Marketers are continuously striving to create new |
| would agree that “goodwill” though an intangible | | | | ways to maintain a positive online goodwill; one such |
| asset plays a vital role in an organization’s life cycle. | | | | evolved concept is called Online Reputation |
| It can make or mar an organization’s performance | | | | Management (ORM), also referred as Search Engine |
| in the respective market or even beyond it. | | | | Reputation Management |
| The question now is, with the advent of e-marketing | | | | The problem with industry is that majority of the |
| age it is very easy for an organization to create its | | | | people believe in “Reputation Repairing”, where |
| reputation but it has also rapidly increased the painless | | | | they wait for some one to tarnish their image and then |
| procedure for a user to derogate a brand or a | | | | they opt to repair it. What most organizations forget is |
| company, hence it is essential for an organization to | | | | that prevention is better than cure; hence the right |
| maintain its goodwill in such manner that the negative | | | | approach would be to start reputation management |
| comments if generated do not harm the reputation of | | | | from day one and leave no stone unturned for |
| the organization | | | | betterment of the brand. |
| Lets take a scenario if you want to buy a mobile | | | | Now the most common gaffe and the biggest |
| phone the first thing we do is Google about the phone | | | | obstacle prevalent in online marketing is that if you ask |
| model of our choice, out of the results generated on | | | | the professionals to initiate ORM / SRM, they will |
| the first page if one says that this product has very | | | | immediately reply that lets do SEO and start a blog or |
| low battery life and hangs often … puff …. The | | | | lets begin with a forum for the brand!, that’s just |
| probability of buying the model reduces tremendously. | | | | one way and its not the only way – there are |
| We are living in an era where every single buyer | | | | infinite possibilities and innumerable algorithms that can |
| wants to buy the best possible product in his budget, | | | | be practiced to give your online image a boost … |
| one single derogatory remark or even a single bad | | | | We will keep adding more with new ORM techniques |
| review can end the product’s / brand’s life | | | | and prevalent online marketing practices… so till then |
| cycle. Similarly a remark that portrays the brand as | | | | we wish you a happy Google listings and highest |
| value for money can not only increase its chances of | | | | possible page hits... |
| survival but can result into a success for the brand. | | | | |