Using the internet to promote your products & manage your reputation

Consumers and businesses' buying behaviour is changing as many countries enter into recession. Buyers are increasingly using the internet to research a product or service before they buy it. They want to make sure that they are buying a quality product or service that will last a long time. And they are being heavily influenced about what others are saying. Word of mouth or WOM is king in the current times.

To support this, a recent survey by Synovate in conjunction with Microsoft Advertising, found that consumers rely on the internet for researching what to buy with 55% referring to the internet before making a purchase.

So it is important that you integrate the internet into any PR and marketing plans.

What's more, you can manage your company's reputation by keeping an eye on what consumers are saying about your company and then tackling any negative coverage. If lots of consumers are saying your company's customer service is bad because no one returns calls. Then do something to improve your customer service response timelines then promote the new and improved service. If a journalist criticises your products then make the appropriate alterations and call him up to invite him to your factory, for example, to see the great changes you have made.

What's great about the internet is that you get the chance to see what people are saying about you. It is open. You can either view this is a challenge or an opportunity. But it is better to know what is being said, and tackling it, rather than putting your head in the sand and ignoring it altogether.