Brand protection, online, in our modern, multi-channel world

The dramatic rise in multi-channel marketing means that 63% of marketing budgets are now being invested in online channels. While marketers welcome the opportunities that each new channel brings, the increased risk of brand infringement cannot be ignored. In today’s digital world, it has never been more important for businesses to focus on the efficiency of their brand protection programme.

As the marketing net widens in terms of brand visibility and consumer reach, brands also need a clearer vision of how and where their brand and trademark terms are being used across every channel. Mobile is now the main internet gateway – M-commerce is growing rapidly and already accounts for 22% of the total e-retail channel. Going hand in hand is social media, another fast-growing channel for brand abuse. This evolving landscape has led to a far greater need for comprehensive multi-channel monitoring programmes that cover both mobile and social media channels, and enable brands to discover and act on any brand infringements.

The growth in multi-channel marketing is just one of the current trends that has significant implications for companies’ brand protection programmes. Trends such as the rapid increase in digital streaming media and the diversification of malware will inevitably prompt further action from brand owners to keep their online businesses secure. One thing marketers can be certain of is that the internet will never stand still and every brand protection strategy has to reflect the fluidity of the online world and incorporate these new and emerging trends.

Streaming digital media

This has become a dominant trend in recent years. If we look at the latest user numbers, major players such as Spotify now has more than 75 million users and Netflix has more than 69 million subscribers – the growth has been exponential. Unfortunately, piracy in online video streaming is also growing fast. The latest MarkMonitor data from February showed that during the previous 17 months, the number of video streaming infringements had grown faster than downloading or other types of abuse – with a 449% growth in pirated TV titles and a 269% growth in movie titles.

Content owners should do what it takes to keep up with a shifting digital piracy landscape and include streaming platforms as part of their monitoring programmes. A new type of piracy is the BitTorrent-powered streaming app, Popcorn Time, that allows users to watch thousands of movies instantaneously and the prediction is that more variations of services like this will crop up during the next 12 months.

Malware

Malware is easier to create and more diversified than ever before. Variations include spyware such as the Trojan Win32/Meredrop and Remote Access Trojans such as Back Office and AlienSpv. Brand owners should also be on their guard against ransomware which fraudsters design specifically for direct revenue generation. Typical scenarios involve victims being forced to pay a ransom in bitcoins to grant access to their systems, or to get their data back. There has also been an increase in the number of incidents involving so-called ‘drive-by’ ransomware, where users can infect their computers simply by clicking on a compromised website, often lured there by a deceptive email or pop-up window.

The key to preventing companies from falling prey to these types of malicious online attacks lies in educating employees and customers about the potential threats, tactics and methods used to fool people. Taking all necessary technical precautions should also be a basic requirement: backing-up files regularly, ensuring that anti-virus software is regularly updated and active and that all employees have web browser and email filtering turned on.

Digging deeper into the internet

While monitoring and enforcing against abuse on the Surface Web is a requirement for most companies these days, policing the Deep Web is now just as important, if not more so, as offenders are actively seeking to evade detection. The good news is that for abuse occurring in much of the Deep Web, standard enforcement strategies can be utilised. However, due to the anonymity of the Darknet, the emphasis has to be on monitoring and understanding the scope of the problem.

Most marketers have heard of the Deep Web and the Darknet. However, brand owners need to know more about how their brand is being represented in these so-called ‘nether regions’ to better understand the level of risk. A wide range of useful information can be found in the Deep Web, yet it also hides un-indexed sites that sell counterfeit or grey market goods, collect user credentials, disseminate malware, engage in false association, and conduct consumer scams, so there has to be a focus on monitoring and enforcing these areas.

The more sinister sounding Darknet is technically a small subset of the Deep Web and can only be accessed via Tor (The Onion Router) browser. The main purpose for using Tor is to enable anonymous communication and, given how easy it is to download Tor, it’s no surprise that people are accessing the Darknet to visit underground marketplaces where counterfeit, pirated and illicit goods are sold.

3D printing

A fascinating area for marketers and brand owners. Even though 3D printing is still in its infancy, we are about to enter an era where complex, detailed shapes are capable of being produced using relatively low-cost, easy to use systems – even by consumers at home. The impact 3D printing could have on the business world is huge. In fact, according to Wohlers Report 2014, the global 3D printing industry could generate $12.8 billion in revenue by 2018 – and exceed $21 billion by 2020.

3D printing represents a real and emerging threat for global brands and brand owners need to address the potential for IP abuse caused by 3D printing and focus on both digital and physical goods. The availability of blueprints and CAD files should be monitored across the internet as they are often the source of 3D printing copyright and IP abuse.

Effective and proactive brand protection

These trends offer an insight into the online world and the potential impact for digital marketing strategies now and in the future. With so much marketing investment being placed into online channels, every business with an online presence needs to be fully aware of the possible risks and emerging threats to their brands. Effective and proactive brand protection will ensure its success and marketers can focus on the positive opportunities brought by the new trends, rather than worrying about the pitfalls.