Protecting Your Brand Online: How to fight website traffic diversion

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Wednesday, September 23, 2009, 2:00 PM Eastern
(45 Minutes)

Featured Speakers

Frederick Felman Chief Marketing Officer, MarkMonitor	Allen Adamson Managing Director, Landor Associates

Todd Wasserman Editor, BrandWeek	Moderator: Pedro Pereira Managing Editor, Nielsen Business Media Webcasts/Digital Events

Traffic diversion tactics significantly erode marketing investments, revenues and ROI. Consider that 1 in 7 searches on branded terms is “hijacked” by a scammer, redirecting your customers and prospects to illegitimate or competing sites.

In the Internet age, one of the greatest challenges for a company is to defend its brand. Online scammers, counterfeiters and fraudsters have realized that the value and power of your brand is good for business—their business. In fact, online brand abuse has become so prevalent that the average enterprise has no choice but to find effective ways to combat these illicit practices. It is not a trivial thing. After all, brand equity has a direct impact on revenue, reputation and customer trust.

While everyone in the enterprise has something to lose from online brand abuse, it is marketers who take the most devastating hit. As the de facto guardians of the brand, marketers can and should take the lead in protecting what they themselves have built. With marketers now expected to manage brands across more platforms than ever—frequently with smaller budgets—there’s every reason to put the lid on the traffic diversion schemes siphoning your marketing spend and sapping your ROI. Preventing traffic diversion schemes requires a comprehensive approach that not only addresses prevention and detection, but also puts a process in place for rapid response.

Join Brandweek magazine for a interactive Web Broadcast, sponsored by MarkMonitor, with a panel of experts who will address how to develop a holistic approach to protecting your brand online. Find out in this online-only event how you can start reclaiming revenue and ROI by combating website traffic diversion.

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