Assessing digital exposure

In today’s highly competitive business landscape, an organisations brand reputation is more important than ever before. With the rise of social media and increased digital footprint, customers have more power than ever to shape a company’s image and influence the purchasing decision of others. A strong brand reputation is a powerful asset, yet a damaged reputation can be incredibly costly, leading to lost sales, negative publicity and even legal issues.

Determining risk exposure
 

Modern marketers understand the importance of brand reputation and are adept at managing reputational risk. However, their job is increasingly challenging: when it comes to assessing digital exposure and the risks presented by a brand’s web presence and digital marketing activities, it’s difficult to achieve a truly comprehensive picture.

In 2024, understanding where brand references appear online is very different to the process a few years ago. Setting up a Google alert may flag some of the mentions but cannot show how these mentioned were perceived, how your brand performs against competitors or how marketers should optimise their digital strategy based on this performance.

A new approach

Fortunately, there is a wealth of support out there to help leaders achieve full visibility of an organisation’s digital activity and analyse the impact. Technical solutions are available that can scan the web for your digital footprint and report back, determining the extent of risk exposure and even offering strategic input on how to respond and optimise. For example, web-based platforms can be used to scan social media presence, paid content produced by advertising agencies and talent partners, interactions with social media users, and any third-party articles or posts that impact on your company or industry.
 

This is an entirely new way of harnessing digital insights, blending this detailed assessment with a critical understanding of any vulnerabilities based on good practice and external and internal standards.

Societal change and digital risk

The world has changed drastically in recent years. Consumers have more channels through which to express opinions or grievances than ever before. A study conducted last year shows that 31.9% of shoppers made a complaint on a consumer reviews site about the quality or speed of delivery after shopping online, and 31.24% complained about poor customer service and a lack of communication.

There is nowhere to hide. According to Harvard Business Review, “Throughout the digital age, businesses have amassed massive paper trails on their websites and social media accounts. With a small amount of legwork, consumers can easily comb through a company’s receipts to see which brands are offering lip service and which ones genuinely care. Any inauthentic or inaccurate statements about your commitment to diversity or equal rights can quickly be debunked, ridiculed, and shared virally across the internet.”
 

It's all in your hands
 

On the flipside, brands that act with authenticity and transparency have much to gain. Using Deloitte’s digital intelligence tools, you can scan the webs for unwanted themes, such as adult content or aggressive language, check that disclaimers are up-to-date and that messages and assets, such as company logos, are correct. You can then ensure that the brand response and future strategy mitigates risk. All of this happens with a laser focus on customer experience.

When it comes to assessing digital exposure, the tools exist to give marketers absolute control. By achieving awareness of a brand’s presence and reputation across the digital realm, these leaders are freed up to concentrate on building up that presence and delighting customers.

We don’t wear a seat belt when we drive because we expect to crash, we do it to comply with the law and to ensure we are protected in the event of an accident. A robust approach to digital exposure assessment is like a seat belt for your business. Buckle up, and grow your business with confidence.