In my last post I mentioned “Internet Presence Management” as a tool to help increase advertising effectiveness, and as an overall component of an effective marketing plan. To summarize the gist of that post, let’s start with a classic marketing principle: “One of the worst things you can do is advertise well a bad product/service.” The same applies to a product or service that consumers believe to be bad, whether or not it actually is. Next, it’s important to understand that the internet today is an open forum where consumers can air all of their thoughts (often complaints), which in turn become the basis of other prospective consumers’ opinions. Therefore, paying no attention to the “buzz” on the internet leaves your credibility out of your control, which in turn can damage your marketing efforts. To counter this, Internet Presence Management is an overall process by which marketers engage with consumers on the internet to ensure fair and balanced treatments of themselves and their products.

So what makes up “Internet Presence Management?” In general terms, it is a process whereby marketers do the following.

• Monitor online communities, blogs, review sites, forums, etc. to find out what people are saying about you, your products, your competition, and the market in general.
• Participate in those forums, responding honestly and respectfully to raised issues. (And respond in deeds as well as words.)
• Lead conversations (in those communities and your own) by initiating discussions, posting opinions and other thoughts. Ask for input and continue the cycle.
• Encourage your consumer base to join in the conversation with you.
• Use the above interactions to truly influence your business practices.
• Publicize what you’re doing, how you’re doing it, and why you’re doing it.

In essence, it is a process whereby you help the truthful information about you to be widely disseminated. This improves your overall credibility in the market, which in turn enables your advertising programs to be effective.

There are many fine details involved with the above general points, and skilled marketers and advertising agencies, such as the Philadelphia-based Domus ad agency, have honed them into effective programs.