Cybersecurity Digital Marketing Techniques

Cybersecurity Digital Marketing Techniques

Imagine you are Risk Manager 5 years down the line in a Mutual fund printing lakhs and crores of money every month for your investors and clients. You had a hectic day, slept well and wake up the next day to continue with the routine. The first thing that you do as soon as you wake is open the screen and checking for emails. You find out that you have won a voucher for Dubai trip. And now you need to enter the details of your bank accounts which you excitedly complete since you have wedding anniversary in the next month. The consequence is – “Dear HSBC User, you’re a/c X9990 – debited Rs. 15,00,000 on 30 Sept”

This is not novel. Cybercriminal earns more than $ 1.5 Trillion every year. To represent some key statistics. The most affected continents are shown in the Figure 1.

Figure 1 - https://surfshark.com/research/data-breach-impact/statistics

Columbia is the worst affected country with approx. 94% of the countries being attacked atleast once in a year according to (CyberEdge 2021 Cyberthreat Defense Report)

But only talking about data never helps. We need to come up with solutions as to how we digital marketing techniques to provide solutions to the customers about cybersecurity.

So when we refer to the bible of marketing – “Marketing management by Philip Kotler”, we come to know that identifying TG – Target group is most important. This defines the trajectory of the budget allocation, branding, advertisements, and so on.

Here we know can identify that there are 3 key categories that uses cybersecurity solutions. They are

1. Individuals – Risk managers, auditors, analyst, underwriters

2. Business – Large enterprises, Insurance companies, hedge funds, mutual funds

3. Government – municipalities, military, PSUs and many more.

Now when you look at each of these categories, we can identify that each of them have different touch points so that we can be an opportunist by hitting them at the right point at the right time.

So the key techniques that we will recommend are

1. Educate and then Sell rather than focusing on selling

While we look at marketing, companies generally focus of selling the product by cold calling, giving sales pitch, email marketing and so on. Rather than doing this we need to create a dedicated blog so that we can teach them properly. As people get to know about the importance of cybersecurity, they will know that paying for the same would be beneficial for saving their data from data breach.

2. Freemium strategy

An experiment was performed by one of the company where the sales men were not asked to sell the product, but were asked to give it directly to the customers and ask them to give review after an interval – lets say a week. When customers got the product for free they were happy and were excited to review different products.

So we need to apply a similar strategy in which we give the customers free trial on the basis of phone number or email id to protect them from threat and latter on leveraging this data for further promotions.

3. That extra efforts (Beyond customer expectation)

Since we are focusing of providing digital services, it is easy to copy all the differentiators in our strategy. While making posts and ads, we need to focus on what extra are we offering with respect to our customers. This can be highlighting money back guarantee, quoting 99.5% efficiency in cybersecurity, etc.

4. Credibility and trust

While targeting different digital channels, testimonials from old clients which can be municipalities, big companies, HNI clients, etc. can be displayed as it is shown that 72% customers say that positive reviews and testimonials help them trust more.

5. Leveraging AI and ML on social media

We need to exploit Artificial Intelligence and machine learning a lot. We can gather data from the activities of our customers as to how and which particular websites, software and online tools people are using in their day to day life. We can leverage them to create targeted ads. For ex. Using Instagram and Meta to create digital campaigns to target customers more willing in this area. Different analytics provided by these companies in the backend can help us optimise our ads. ?

6. Videos are future

It is said that attention of humans is decreasing day by day and we can only focus on a particular thing for 8 sec which is less that the attention span of gold fish. So creating content with 3D animations, using UI UX, amazing visuals would help us hook the customer to our product which would help us improve the sales. Also businesses looks at the amount of effort that the company is taking to develop their content. This content can be posted on YouTube, Instagram, Meta, and Other platforms which will help us show our efforts and technology advancement. We have to take this into consideration that people love videos rather than only content. The earlier we understand the better we will progress.

At last we need to keep in mind that these strategies will help us sail through the digital marketing techniques to market our product. We should never think upon capturing the fear of the customers in an unethical manner. We can educate them, help them understand the threats involved and then try to inform them about our services. This will help us improve the brand value along with trust in the hearts of people, organisation and government.