There are many variations to scam projects, and most times they are not as easy to spot as checking the domain name. If an investor based his/her research off that, you'd get scammed a lot.
ICO os a very risky venture and is best avoided, or otherwise one can seek expert advice on potential projects to invest in, if they do not have sufficient technical knowledge to do their own research.
There has been many cases of top marketing agencies which pass projects to stringent audits, managing a scam project unwittingly.

Best way to fight scams; don't out your money into it and view every project as a scam until proven otherwise. Bitcoin and a couple of altcoins has proven that over the years.