Online reputation management, commonly known as ORM, refers to the practice of monitoring, influencing, and managing an individual's or business's online reputation. ORM in digital marketing is an essential aspect of maintaining a positive online presence and brand image. In today's digital age, a negative comment or review about a business can spread quickly, damaging its reputation and causing significant financial losses. This is where ORM comes in, helping businesses to safeguard their online reputation and maintain a positive brand image.

ORM involves various strategies and techniques aimed at controlling online conversations about a brand or individual. This includes monitoring social media platforms, search engine results, online reviews, and other websites for any negative comments, reviews, or articles. Once negative content is identified, ORM professionals take steps to suppress or remove it by creating and promoting positive content.

One of the key benefits of ORM is that it helps businesses to gain customer trust and loyalty. According to research, 91% of consumers read online reviews, and 84% trust online reviews as much as personal recommendations. Therefore, a positive online reputation can significantly impact a business's success. In fact, a study conducted by Harvard Business Review found that businesses with a one-star increase in their Yelp rating saw a 5-9% increase in revenue.

ORM is also critical in managing online crises. Negative comments or reviews can quickly escalate into a full-blown crisis, damaging a business's reputation and causing significant financial losses. Therefore, it's essential for businesses to have an ORM strategy in place to mitigate such risks and respond promptly to any negative feedback.

In summary, ORM in digital marketing is an essential practice for businesses and individuals to maintain a positive online reputation. With the rise of social media and online reviews, negative feedback can spread quickly, causing significant damage to a brand's reputation. By implementing an effective ORM strategy, businesses can protect their online reputation, gain customer trust and loyalty, and improve their bottom line.