Over the past few years, e-marketing has evolved as one of the most efficient tools for brand building and promotions. Looking at the growth of internet technology, many companies have taken the route of e-marketing for creating awareness about their brands amongst online customers. However, though the companies create a lot of online positive branding, there can at the same time be negative word of mouth by competitors and problematic customers as well. Online Reputation Management assists a company in pushing the negative publicity down the search engines and influencing potential customers through positive promotional efforts.

With the growth in usage of online marketing, the world has shrunk into a small marketplace. In today's scenario, though customers purchase products offline, in many instances, information about the product is sought online. Because of this, many organizations are promoting themselves through online media.

Also, promoting through online media is beneficial because of two reasons. First, the number of internet users has grown enormously over the past few years. Second, this is a very cost-effective medium, through which the organization can reach a large number of people at minimum cost.

However, with the growth of consumer-generated media like forums, message boards, blogs, information can frequently be transmitted to the masses from other sources as well. This information can take the form of positive word of mouth or a negative one too. Therefore, it becomes imperative for the organizations to keep track as to what is being said about them online.

A potential customer who seeks to buy a product from a company might search for information about it online. With the availability of powerful search engines like Google, Yahoo, etc., it is very convenient for any individual to type in keywords and look for information on anything and everything. Although the company's website that shows a positive side of the product might be at the top of the search results, what about the others in the top 10 list? Do they portray a positive image of the product?

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