5 Things Chief Marketing Officers Should Know About Brand Protection

11/01/10

By Frederick Felman, Chief Marketing Officer for MarkMonitor

Chief Marketing Officers (CMOs) have a lot of irons in the fire. Driving demand, launching products and promotions, gathering market requirements, monitoring the competitive landscape, and optimising the marketing mix may seem like plenty -- but overlaying each of these responsibilities is our role as guardian of the brand.

The advent and growth of the online world has permanently altered these functions, and none quite so much as brand stewardship. In fact, the online world brought a new dimension to traditional brand stewardship, namely brand protection.

Why? Scammers, fraudsters, and outright criminals realise, as...

...we do, that the best way to draw web traffic is with a well-known brand. They've mastered the art and science of web design, SEO, search advertising, and web promotion. They've built professional-appearing websites and applied best practices in ecommerce. Adept at optimising their own online marketing mix, they use ecommerce and online auctions to reach individual buyers, and B2B exchange sites to reach those looking for bulk purchases.

Why be content with the local street corner when the whole world can be your marketplace on the internet?

Couple the reach of the internet with its anonymity and there is an irresistible money-making lure for scammers. All they need is your brand to pull in the traffic, and they're in business. Your business. Your traffic is diverted, your ecommerce revenue is affected, your customers are disappointed, your reputation suffers, and your brand bears the brunt.

Taking an active role in protecting your brand online has never been more important for the CMO. It's a big topic, and an important one. Here are five areas you can (and should) address right now.

No. 1: Fighting traffic diversion
Traffic diversion is at the heart of online brand abuse. Scammers and fraudsters use [b]online marketing... continued on page two >

 

 

Advertisement

Advertisement