Build an online, accessible identity that inspires consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 05, 2021, 12:10 PM GMT+0

A study by Weber Shandwick found that more than 50% of a brand’s reputation currently comes from online interaction.

Studies show that a poor site or a platform that does not respond well to user needs are the primary triggers for a damaged corporate image. To avoid this and build a positive brand image, companies should optimise their sales channels, communication and digital platforms for a seamless user experience.

Offering an optimal browsing experience can help companies convince buyers to buy again and increase their long-term brand loyalty. To further brand loyalty and online reputation and facilitate communication, companies should build an accessible identity on social platforms like Instagram and Snapchat, essential for creating an identity that inspires trust and reflects closeness with different audiences.

Brands can also improve reputation organically by generating and highlighting positive customer opinions and reviews. Companies should always ensure timely and concise communication to avoid confusing potential customers or creating a bad experience.

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