In my final blog post, I will be summarizing what was said in Chapter’s 11 and 12. I’ll cover the main topics of these chapters and also add some of my own opinion.
Starting off with Chapter 11, which was very short in comparison to many of the other chapters we’ve read through. Chapter 11 was all about the Online Reputation Management (ORM). As the name suggests, the chapter summarized what a digital marketer should be doing to keep the best reputation possible for their brand.
Section 1 starts off with monitoring brands. Which is very simply just monitoring everything that everyone has to say about your brand. Just reading that I already felt overwhelmed. However, Google has created something that makes monitoring brands way easier. Google Alerts is a tool that anyone can use, but can be very helpful for a digital marketer. Users can enter as many search terms/keywords that they’d like and they’ll be notified when a new post featuring those is made.
There’s more than just searches to a companies brand, however. Companies should also monitor the search results that are related to terms that are also related to their brand. This gives companies a very good idea of what they’re reputation looks like.
In section 2, the textbook details how companies should respond to negative feedback and posts. There are a lot of different kinds of ways users can post about a company. In my opinion, the two worst places to have a negative review is through a review site and social media. Review sites are the place most people look to see how your company is doing, and if you have a really bad Yelp review, chances are they’re not going to get involved in your business. Social Media plays a big role as well. The textbook used a perfect example of negative social media feedback. A large company like Taco Bell can’t really control what their employees post on the internet and that image could ruin their reputation.
Instead of picking a fight or disagreeing with the reviewer or ignoring the post, companies should focus on bringing their good reputation back. Only responding once with a really well written and thought out post should help bring it back.
Chapter 12 focused on the mobile side of things. Personally, I found this chapter very easy to get through seeing as I’ve had a smartphone for a large majority of my life and I can understand some of the frustrations highlighted throughout the chapter.
Section 1 starts by comparing mobile and desktop. These are both very commonly used and I can tell why desktop is so much better than mobile at most things. Phone’s can be slow, smaller, and just a pain at some points. Whereas computers generally work pretty well at everything.
Each platform has their own pros and cons. For example, a phone user might look very briefly at a page while a desktop user could be on the page for a few minutes contemplating making a purchase.
Section 2 covers mobile optimization. Going into it, I didn’t really know what exactly it meant. However, after reading into it, companies use Geo-fencing to create a boundary around a certain area (usually their store) to target ads to users who are in the store. Seems like it’d be really helpful, right? Not really. If every single store did this, users would be getting notifications every minute or so as they walk through a mall. Not only would that be annoying but it could also push customers away. That’s why the tactic isn’t used all that much.
Companies are also able to track a customers shopping habits and the weather. Which allows them to be even more precise when it comes to advertising.
Browser Bluetooth is something that I actually found very interesting and helpful. The idea of sending notifications to customers that tell them the location of the product they’re looking for is fantastic. Even though it may seem like it’s invading privacy, I think it’ll work great once it’s implemented properly.
Over the course of this blog post I’ve summarized the last two chapters of the Digital Marketing Essentials textbook. I really enjoyed learning everything I did over the course of these last three months. I can’t wait to apply my knowledge to the real world.
Your brand name is only as good as your reputation. – Richard Branson