Your description of the online world as an “uncontrollable, inhospitable and bewildering” place for marketers raises a crucial question – how can you protect your brand across the worldwide web?
Brands often find themselves associated with damaging sites via third parties. And the 8.2 billion pages of the web are a vacuum
with no government or regulator able to impose its authority.
Ultimately, it is only those savvy brands that adopt a proactive, precautionary attitude with clauses written into advertising contracts articulating liability that see the benefit of a multi-channel presence.
Andy Churley, marketing director, NetNames