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Protecting Your Brand Online: The New Marketing Imperative

There's no question that the Internet is an ideal venue for marketing, but along with the advantages come risks. Because the online world has seen so little formal policing, it's ideal for the “hijacking” of brands online. Scammers have realized that the value and power of your brand is very good for business—their business. Whether the illicit activities are aimed at diverting traffic to competing businesses or stealing directly from your bottom line, they all have the effect of eroding brand value and devaluing your marketing investments and revenue.

As a result, the online world requires closer monitoring and because online brand abuse causes substantial brand erosion, lost revenue, diminished customer trust, and tarnished reputation—marketers may have the greatest stake of anyone when it comes to protecting brands online.

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