Possibilities of Building Company’s Reputation with the Support of Digital Marketing Tools – A Case Study

Abstract

The online environment has become increasingly important for companies and their activities recently, and nowadays due to the pandemic. Thanks to the constant development of ICT there are so many possibilities of using tools accessible online. For their better application, there are specific tools of digital marketing that can be very useful and even necessary for building a company’s reputation. This article aims to present how important it is for the company to build its’ reputation in the online environment. The reputation represents any associations, opinions, or views that customers make on the base of interactions in connection with the company. The reputation in a certain way allows customers to determine the attractiveness of the company, product, or brand. The problem that has appeared recently is an enormous movement of the customers to the online environment. In this environment company’s marketers should be able to manage correctly all the activities in the field of digital marketing and apply appropriate tools. Data for writing this article were obtained in charge of ongoing research focused on building an online reputation and thanks to the analysis of the case study with the focus on building the company’s reputation with the support of online marketing tools. The result is the presentation of possibilities of building the company’s reputation in the online environment. Also, it points to the specific tools of digital marketing according to the analyzed case study. Described digital marketing tools can marketers apply similarly to the support of building the reputation of their company in the online environment. Some general limitations for application of selected tools in companies should be the necessity of additional training courses for employees, most marketers, because of the understanding and the importance of functioning and online marketing as a whole. In the future, it could be essential to provide similar research with the focus on the evaluation of the tools of digital marketing that should have a more radical impact on building a reputation in the online environment.