David Adler has an important message for businesses: brands are NOT protecting themselves online. In his #DMFB14 session, Online Marketing: Trends in Behavioral Advertising, the attorney, entrepreneur and founder of Adler Law Group will tell you why. David specializes in helping businesses protect their information technology, ecommerce and intellectual property. And, on May 7th at 11:00 AM at the Digital Marketing for Business Conference, he’ll explain why many companies are still clueless about the risk their business is exposed to online.
We asked David for a preview of his session.
Q: How are businesses putting themselves at risk online?
Early in my career, I worked with a small family-owned stationary store. It was early in the “dot-com” boom and the company had spent close to $1,000,000 with a software/web developer building and ecommerce store. They never had a signed agreement with the developer. Everything was a handshake. About six months after the project ended, the client learned that the developer had sold the same web site infrastructure to a competitor. They were livid. Turns out, without a written agreement about who owns what intellectual property rights, the web developer was free to claim ownership in the software and sell it third-parties. Copyright law is a very nuanced subject, especially when it comes to technological innovations. It was an expensive lesson for the client and underscored for me the risk of this new online business realm as well as the need for professional advisers who understand what’s at stake and can guide clients accordingly.
Q: What is important to know about digital business?
A: Digital business, and the laws that govern it, are always evolving. New innovations, methods and platforms create new risks. Now more than ever, executives and businesses need seasoned professional advisors who understand the landscape, follow legal developments and can help businesses create strategies to deal with risks and uncertainties. Only with proper planning and an understanding of the legal and regulatory environment will they be able to profit form these new opportunities.
Q: What other trends do you see in marketing and digital business?
A: An important trend for 2014 is curated content, content marketing and personalized advertisements, which presents even more reasons for legislators and industry to increase scrutiny. Another trend is the increased discussion about online privacy. In a world where people share everything without thinking, instantaneously, what does it mean to have digital privacy?
To get—or stay—ahead of the curve when it comes to digital business, register for Digital Marketing for Business today!
