Patent owners are starting to take notice of how marketers might be infringing on their methods and apparatus. Reporting for Adweek, Brian Morrissey writes how companies and marketers may not realize that some of the most basic online service and interface methods are under patent. Some companies have discovered it the hard way.
The growing problem seems to stem from two directions. Patent owners had paid sporadic attention to how companies are using apps and interface methods for marketing. Not anymore, according to the article. Meanwhile marketers are using more software to help run all the creative apps and online toys they create for their digital campaigns. Among the anecdotes and advice in Morrisey’s piece is one gem, that marketing agencies build patent liability caps into their contracts.
