Defending Your Brand Online: Five Assumptions Marketers Should Avoid when Building Trust and Brand Equity
It’s a sad but familiar tale: The marketing team at a global company works for months on the launch of a new product, only to find out after the fact that phishers and fraudsters are pulling their customers away, their profits down, and their reputation into the gutter.
It happens more often than you’d think. That’s because most marketing and brand teams — busy with building brand recognition and product awareness — haven’t focused on aggressively defending their brands online. What’s more, they and their Legal/IP departments usually lack the tools needed to fend off sophisticated electronic fraudsters, whose ghost attacks on their brands can strike and disappear before anyone can take action.
The good news is that this doesn’t have to happen. You can sidestep the common mistakes that erode brand equity and consumer trust. Below are five common assumptions to avoid — and how to do it instead.
Assumption #1: Free search tools or search engines will find all the information required to understand how your brand is perceived online.
Although search engines and other free search tools are a great starting point for finding out what people think about your brand or organization, they can’t provide the depth and relevance of specialized products that reach the far-flung corners of the Internet. Free search tools don’t let you rank for relevance to a brand, search for logo and image misuse or abuse, comb through public instant messages and chat sessions, or monitor millions of domain names and thousands of spam feeds for virtual or physical threats. They don’t have the power to track incidents over time or react to crises quickly and comprehensively.
What you can do: Get involved in protecting your brand’s online presence. You can’t leave brand reputation monitoring to an intern and a search engine. Even your Legal/IP team can’t do it alone. They can be the first line of defense, but there is no substitute for a specialized, automated system that combines human analysis, ongoing incident tracking, and abuse/misuse identification throughout the Internet. There are products and services at every price range, and the annual cost is generally less than a single marketing initiative for the average large company.
Pages: 1 2 next page »
Tags: branding, campaigns and securityArticle Sponsor
More Features
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- Covering the Digital Buy: Super Bowl Winners and Losers February 8th 2012
- How Social Targeting Can Lead to Discovery February 7th 2012
- Video: “The Future of Engagement” Looks at Audi’s #solongvampires Campaign February 7th 2012
- Three Best Practices for Increasing Subscriber Engagement February 7th 2012
- Reaching the Multi-Tasker in 2012 February 6th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Bob: and just like that he got fired.
- 101 Best Twitter Apps Blog » Blog Archive » Social Networking: Without a Champion, Enterprise Social Tools Sputter – Formtek Blog (blog): [...] And Cons Of Social Media In Education …mediabistro.comMashable -Minnesota Daily -ADOTASall 97 news [...]
- The Rise of the Data-Driven CMO | ADMA Blog: [...] of information transparent to customers also stand to gain financially. According to a separate
- Tuesday, February 7 | Duncan/Day Advertising: [...] Messages Ever Work Online? [Econsultancy] 39% of Mobile Users Responded to Super Bowl Ads