Mirror, mirror, tell me who is the most popular…Today, the Internet is a reflection of your brand image in consumers’ eyes, and therefore your e-reputation is crucial to your strategy. You’re planning to advertise on TV? Make sure your e-reputation is pristine.
Internet, the privileged source of information for consumers
Did you know that almost 1 in 2 Brits conducts online research before buying a product? (Nielsen Global Connected Commerce Survey – 2016). Consumption is becoming digital, and that’s why it’s so important for you to show yourself in the best possible light. Before advertising on TV, check your e-reputation and make sure that no one is speaking ill of you. TV viewers who saw your TV spot will certainly want to check your brand out on the Internet and negative messages or reviews could prevent them from converting.
Don’t bury your head in the sand: you might find here and there some negative reviews you’d better “hide” behind positive ones.This is crucial since 46% of Brits aged 25 or under look for product and brand information online before buying a product (Google Consumer Barometer Report – 2016). Be aware of what’s happening online: your digital brand image should be as shiny as the one you display in your advertising messages.
How to maintain your e-reputation?
Begin with checking your e-reputation: look for your brand name or the name of your company on Google (surrounded by quotation marks to be more accurate). You’ll see the websites talking about you that appear first. Take the time to then browse a little bit through the different Google Pages (images, videos, etc.). Do the same with social media; review the websites, and begin cleaning the weird or negative reviews about you. Use this opportunity to align all of your social profiles (put the same pics, the same messages) and ask your friends, family and colleagues to write some praising reviews about you.
Stay alert of any evolution of your e-reputation by following the keywords linked to your activity, your company name, your founders, and also those of your competitors. There are numerous tools to help you do that, often free. Take for example Google Alerts, RSS Netvibes or Social Mention. They can all help you keep track of what’s happening online.
With a clean e-reputation comes high conversion rates
Other figures show the key role played by e-reputation for a company: 61% of global Internet users research products online (Interconnected World: Shopping and Personal Finance – 2012), and 86% of consumers stated that using a search engine allowed them to learn something new or important about the company (Pew Research Center, Search Engine Use 2012).
Those figures are clearly indicating the customer journey, and that can be applied to TV too. Following a TV spot airing, there will be a bounty of viewers looking for more info on the advertiser’s website (remember that ¾ of Brits use another connected device while watching TV). TV viewers often look up information about a product or a brand they like, and they can even directly buy online. Positive reviews would only further influence them to do so.
Do you want to know if TV viewers visit your website following your TV campaign? There are TV analytics tools for that! Ad Performance helps you discover in real-time the online impact of your TV spots.
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