A marketing budget of 20 billion won was invested, but is the brand value still the same?
Why is the brand value not increasing despite investing 20 billion won in marketing budget?
“I did everything well with my marketing, but why isn’t the brand value increasing?”
This is what a CMO I met recently said. Last year, a marketing budget of KRW 20 billion was invested, and although all indicators were good, the brand value was stagnant.
At first, it was strange to us too. The strategy seemed solid, and execution seemed to be smooth.
But after looking closely for about a month, I was able to find the real cause. There were elements that were secretly eating away at the brand in digital. No matter how good your marketing was, if there was a 'hole' like this, all your efforts would be lost.
📌 Case of 15% decrease in online sales due to fake reviews
3 Digital Reputation Risks That Decrease Your Marketing ROI
The story of Company B, where sales stagnated after investing 500 million won in marketing budget.
Managing Director Kim of Company B was in a similar situation. They said they spent 500 million won on brand marketing alone in the first half of the year, but sales actually stagnated.
“It’s strange, I was sure I did a good job…” I was constantly looking for the cause, but with the help of a new employee in the marketing team, I found out that there were a lot of strange 1-point ratings in the company’s product reviews.
“Delivery is too late”, “The quality is not good”, etc.
After analyzing the pattern, we found that the reviews were clearly fabricated.Dozens of reviews were posted every day with similar language, and some had overlapping content.
Although it was such an obvious tactic, they didn't know how to deal with it, so Company B's customer rating fell from 4.2 to 3.1 in three months, and customers began to hesitate to buy after seeing the rating. As a result, online sales decreased by 15%.
However, what was even more serious was that an additional budget of 800 million won had to be urgently invested to restore the image.
As it was unclear whether or not the image would be restored even if 800 million were invested, I was worried that I could not readily burn a large amount of money in marketing costs, so I came across the White Me service and proposed its introduction.
Achievements after introducing the White Me service:
- AI monitoring system accurately detects an average of 350 fake reviews per month
- Systematic deletion through legal action and platform reporting
- After 3 months, GPA recovered from 3.1 to 3.9
- Brand trust index improved by 28%
Managing Director Kim“Now I can spend my marketing budget on the right things. I don’t have to worry about fake reviews.”He also gave a positive review of the service.
When searching for a brand name, is negative content displayed at the top?
Problem with negative content appearing at the top when searching for a brand name
The problem of Company C, where only bad articles appear when searched
Company C, an IT service specialist, was experiencing a slightly different problem. New customer inquiries were steadily decreasing.
I found out the causeWhen searching for a company name, 3 out of the top 5 results were negative content.It was in a serious state a few years ago, with posts about service failures, complaints from former employees, and even comparative posts presumed to have been written by competitors being exposed at the top.
As this situation continued for a year, the pattern of potential customers leaving after searching for the company and seeing negative information became clear.
Results of White Me post deletion + monitoring service use:
- Continuously create positive content and drive top exposure through SEO optimization
- After 8 months, search results have completely changed - articles introducing the company, success stories, and demonstrating expertise dominate the top.
- Brand favorability index improved by 18%
- New customer acquisition costs return to normal levels
How Digital Reputation Management Affects Marketing Performance
Recently, there has been a sharp increase in the number of cases where small complaints that started on social media spread nationwide within 24 hours. We are living in an era where it is difficult for existing crisis management methods to keep up with the rapid speed of public opinion formation among the digital native generation.
As can be seen in the case of Managing Director Kim and Company C, digital reputation risk is quietly but surely eroding marketing performance.
No matter how great your marketing is, if the last thing customers search for and see is negative content, all your efforts will be meaningless.This is the real reason why many companies are not getting the expected results from their marketing budgets these days.
Online reputation management solution to improve ROI
WhiteMe online reputation management solution to improve marketing ROI
For customers experiencing these problems:White Me is a proactive brand reputation protection system that goes beyond simple monitoring.is building.
The most important thing is to accurately understand the customer's business and establish a reputation attack response method appropriate for it.
After deeply analyzing your business model and customer base, we establish a customized digital protection strategy.
AI-based 3-step brand protection system
White Me's comprehensive reputation care solution is carried out in a three-step systematic process.
1️⃣ In stage 1AI-based early detection of risk signals, customized monitoring keyword settings for each brand, real-time notificationsand establish a response process.
2️⃣ In the second stageA dedicated team operates 24 hours a day, providing legal response and technical solutions simultaneously, based on a manual verified for each situation.We respond.
3️⃣ In step 3We go beyond removing negative content and build long-term brand value through continuous follow-up management.By exiting, you can minimize reputational risk more quickly and clearly than other competitors.
📌 Digital reputation management ROI measurement methods and performance indicators
Digital Reputation Management ROI Measurement Methods and Performance Indicators
“I understand the importance of reputation management, but how do you measure performance? 🤔”
This is a common concern among many CMOs.
White Me provides clear performance indicators to respond to these questions, provides regular reports on improvement in brand search results, and provides brand sentiment analysis as an individual service upon request.
In addition, from a marketing perspective, we analyzed the correlation between brand mentions and favorability.We provide insights that help establish marketing strategies, and we continue to improve so that we can respond as quickly and quickly as possible in times of crisis.
Now is the time to start managing your brand reputation.
Digital risks come without warning. However, companies that prepare in advance can turn a crisis into an opportunity.
Maximizing marketing performance may start with looking back and managing forgotten past posts rather than new posts.
Get a brand reputation assessment
If you need brand reputation management services nowClick here.This leads to a real-time inquiry channel. 👉
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Real-time service consultation inquiry💬
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