A brand’s online reputation should be an essential part of the business’ marketing strategy due to the significant impact a negative online reputation can have and its direct effect on previous marketing efforts. When customers go online to learn more about a company or product, discovering bad reviews almost always drives them to a competitor. When online business listings have no such information available from real customer reviews, consumers frequently choose not to take a risk and do not complete transactions for potential sales. “Negative feedback shouldn’t be taken lightly, as it can help brands identify their weak points and improve the quality of their daily business operations,” says a spokesperson for ICMediaDirect.
Online Reputation Management Journal