Robert Clark
Mar 7, 2014

SEM helps brands to minimise the damage

New tools allow companies to position themselves ahead of controversies and to respond to them when they erupt in real time.

Finger-clicking good: KFC responded to clip of employee punching customer by acquiring related keywords

Search engine management is deeply embedded in the sales and marketing process. But it is also becoming a part of that critical corner of PR known as crisis management. 

Brands and agencies are using SEO search engine optimisation and SEM search engine management to position themselves ahead of controversies before they break, and to respond to them when they do.

It used to be that companies had at least half a...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Stalling of China's mobility sector calls for big innovation
Premium
5 hours ago

Stalling of China's mobility sector calls for big ...

TOP OF THE CHARTS: Better services, higher prices and greater platform innovation are needed to see profitability increase for ride-hailing and other services, according to Bain.

Premium
Fixing programmatic: 'We’re doing the hard stuff now'
Premium
5 hours ago

Fixing programmatic: 'We’re doing the hard stuff now'

MediaMath CEO Joe Zawadzki explains why a fully accountable, addressable digital supply chain still eludes advertisers, requiring builders focused on end goals, not exit strategies.

Premium
Sea change: What FMCG brands are doing about plastic pollution
Premium
6 hours ago

Sea change: What FMCG brands are doing about ...

The government in Indonesia is pushing sustainability, and brands are talking about it more than ever. But environmental critics aren't yet impressed.