I think the real problem is that companies are not always aware of the power of online word-of mouth. Consumers today have the possibility to convey and share their opinion with other people about products or services they have bought online. They can voice their satisfaction or dissatisfaction regarding a specific brand or company, undermining the confidence of these companies to exert full control over their consumers. If the majority of consumers convey negative experiences with a specific company that sell its products online it will lose its credibility on the web and its digital marketing effort will no longer be profitable.

In fact, if I have to buy a product on Internet I will first check on blogs, forum and other social network how are the experience of the other consumers that have bought the same product or service online. If I found that a lot of people are dissatisfied with the website that sell that product I won’t buy it on Internet.

As you said, if companies want to do e-marketing they have to assure reliability and credibility of the service they offer. They have to be able to manage complaints or dissatisfaction and try to improve their service as much as they can. What happen today is that everyone tries to do digital marketing without knowing its specific rules and strategies. I think that a company can do e-marketing only if it is consolidated in the off-line market.