GENEVA, October 27 /PRNewswire/ --
While sponsored link sales are soaring, more and more brands are becomingthe victim of positionsquatting or cybersquatting; seeing their web visitorsredirected elsewhere. To also protect intellectual property online, IC-Agencyhas now developed BrandSweeper(TM).
"Internet Media Cannibale", the last edition of the Interactive MarketingGuide to Referencing, highlights this work in regards to intellectualproperty protection in search engines.
With pioneering efforts in e-Marketing, IC-Agency has createdBrandSweeper(TM). This technology allows companies to protect usage of theirtrademarked brand in search engines, and furthermore reduces the costassociated with sponsored link advertising.
The numerous victims range from every industry, including tourism, luxuryitems and consumer goods, which have fallen prey to positionsquatting. Theabusive use of brand names in a keyword driven campaign hosted by searchengines, is constantly growing. By exploiting the popularity of the brandnames through grey market practices including counterfeit and skewedinformation, the premise of the link redirect is to divert traffic intendedfor another site. With so many bidders, the keyword costs will inevitablyincrease.
In this third quarter, Google announced an increase of 84% in keywordsales compared to last year's numbers. This helped trademarked keyword sales.
However, certain brands were advised judiciously to turn this potentialthreat into an opportunity by key players, like former E-Business Manager forthe International Marketing Department for Nestlé Nespresso, Frederic Levy."We succeeded in protecting the Nespresso name on Google while establishing aregulatory policy which enabled us to personally authorize only approvedretailers to purchase keywords linked to the brand."
By evaluating redirected traffic, IC-Agency supplies the client with anin-depth analysis spanning over a variety of markets. Corrective actions canthen be taken to limit the purchase of these brand names to their owners andauthorized retail affiliates.
"With fewer bidders, the prices quickly find their natural level. Thesavings from international campaigns are quite impressive and can betranslated into tens of thousands and even hundreds of thousands of Eurossaved. With the sponsored links cleared of unauthorized redirects, allprospects find the official sites," explains Marc-Olivier Peyer, Jurist &head of the Innovation Department of IC-Agency.
Marketers and Jurists: Check to see if your brand is a victim ofcybersquatting by requesting a free diagnostic using www.brandsweeper.com
IC-Agency Geneva +41-22-702-07-60 www.brandsweeper.com Web site: http://www.ic-agency.com http://www.brandsweeper.com
IC-Agency
IC-Agency Geneva, +41-22-702-07-60
