Reputation, ppc Search and SEO: harmony or disharmony

Paid search is rarely seen as an important part of managing the overall online reputation. On the contrary, it is considered an expensive service, while SEO search and organic seo, Community marketing, website navigation, e-mail and so on are more people's eye. Marketers try to simplify marketing campaigns by turning http://www.aliyun.com/zixun/aggregation/10601.html "> marketing tools into a store. This process requires an unmanaged interaction and association.

Marketing activities may be harmonious or discordant. Often, disharmony does not originate from marketing or sales, but from operations. SEO and PR professionals often talk about reputation management. In reality, the reputation of an enterprise, that is, a brand is usually the result of customer experience and customer service. Now, every science and technical personnel has its own blog. Even those who do not know how to find the site can send posts to praise or blame. Complaints are rampant, and marketers know that consumers are more likely to give advice on a product than to praise the service, quality or product.

Take my personal experience to illustrate how this opinion will affect my future buying activities. First of all, I give a positive example, an unknown enterprise Biobidet, which specializes in the production and distribution of underwear products for those who travel to Europe, after people understand to become a clean. When I found the original installation of the bidet tube is too short, I have to the existing problems to the enterprise reflection. The company responded quickly and immediately replied that it would provide me with a four-foot tube for free, which was sent to me yesterday. Now, the company has a super happy customer. Next time someone looks up the bidet, perhaps my experience will prompt them to go directly to the Biobidet website to buy the product.

Another negative example. Recently, I also bought the Amana brand of microwave ovens, despite a prior study, but the size of the microwave oven is still not suitable for my home placement. Retailers selling this brand are called Rainbow Home appliances (Rainbow appliance). This decided to return the product and put the product in the retailer's store, leaving me with my phone, fax and two email addresses. I didn't get a reply until two weeks later, and they agreed to return it, but I paid 15%.

Some consumers may comment on the services of Rainbow home appliances in existing forums, and I choose the store and point out how the business has led to the emergence of bad online reputations. This effect will result in its PPC cost inefficient because someone may find an online complaint.

Restoring an enterprise's online reputation is a challenge because one of your four customers has the ability to influence its reputation. In addition, the company's PPC conversion rate may be affected by the decline in reputation. Whether the new search engine Cuil will regain its rightful place from its overly publicized reputation is still unknown. Since the founder of the Cuil search engine is a member of Google and has won 33 million of dollars in VCs, it does not need to be in a rush to advertise, especially when no one is searching on it.

(Original starting on September 2, 2008; Compiling: Song XI)