Brands should turn around negative comments into a marketing opportunity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 07, 2022, 5:16 PM UTC

Companies should accept when they are wrong – as prospects prefer engaging with businesses that show themselves to be accountable.

Empathise and understand the customer’s perspective and offer them value-added solutions. If a brand is wrong in a specific matter, they should accept their mistake. Instead of ignoring negative comments on social platforms, companies should use such comments to engage with target audiences and showcase their accountability.

Marketers should avoid neglecting contentious comments. Rather, get the commentator to communicate with the brand privately and sort the issue. They should use facts and not emotions to disprove rumours and accusations. Most importantly, ask for suggestions and offer to replace, repair, and refund when necessary.

With studies showing visual forms of content having a high rate of message retention among customers, brands must use visual formats like interactive infographics and videos to energise their social content. Further, create and use branded hashtags that are unique to each campaign.

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