Cybersecurity is a hot topic, which has been gaining more and more attention. Global confinement due to the Covid-19 pandemic “forced” organizations to enter the digital world without prior preparation. Confinement brought telecommuting, turned previously manual procedures into automatic processes, and made organizations adapt their business to the digital world. That said, it seems that the containment has brought advantages, however, the lack of preparation has made organizations more exposed to cybercrime, causing it to increase the attacks of Malware, Ransomware, Phishing, among others.
With the rise of cybercrime, topics such as GDPR and Data Breach gained prominence and organizations felt the need to protect their data and increase cybersecurity.
In addition to being an issue under the responsibility of IT teams, it is also necessary to involve Marketing, so that it can learn and contribute to the dissemination of the organization's protection against cyber-attacks. This article will help you understand why it is critical to involve the Marketing department in the process of implementing cybersecurity measures in your organization.
The collection and processing of data are fundamental for Marketing because this is the only way to communicate assertively and more efficiently. Data collection allows you to trace the consumer's journey(know what communication channels are used, the tone, the type of message with which you identify, your behavior, your interests…) and create a persona that corresponds to your audience target.
Consumer journey and persona definition allows you to create personalized campaigns and experiences that increase conversion and drive better results. Consumers are more likely to buy products from companies they identify with and trust, hence the importance of communicating transparently, sending a personalized message, and conveying trust.
If on the one hand, the provision of data allows the consumer to have a unique experience, on the other hand, it causes them doubts about how organizations protect their data, due to the increase of cyber-attacks that expose millions of customer data. Check if your data is compromised via this link.
The increase in cyberattacks aroused concern in several positions within organizations, namely: CIO, CISO, CTO, Board, and CMO prompting them to strengthen their cybersecurity measures. (Want to know your organization's maturity level? Find the answer at CyberQuiz).
To communicate more effectively, Marketing uses several tools that allow you to analyze, customize and optimize your campaigns.
However, sometimes the selection and use of these tools is something that goes beyond the IT team and thus undermines the organization's cybersecurity.
To avoid unnecessary risks, the two departments must review the tools together before the organization acquires them. Something that is often not done, when marketing only informs about the use of a certain tool. In addition to the joint analysis of the tools, it is essential that Marketing acquire technical knowledge about some aspects of the cybersecurity area, so that it can protect and prepare for crisis management.
To facilitate data management, Marketing often uses data management platforms (DMP). Although Marketing frequently monitors the data, it cannot constantly monitor its protection, which could be victims of cyberattacks, such as SQL Injection (the most common cyber-attack in these cases). The solution lies in opting for the use of a database, which automatically encrypts data, provides security updates, and protects against external attacks. This way, Marketing manages to monitor the data and guarantee its protection, without extra time or effort.
Regardless of the number of cybersecurity measures implemented, no organization is 100% safe from cyber-attacks. In the event of a data breach, Marketing must follow the crisis management plan, which already includes measures to minimize damage from losses, communication in times of crisis, and support procedures for customers, partners, employees, suppliers, and others.
In short, with the increase in cyberattacks, cybersecurity is a topic that has gained greater relevance for organizations, having an impact on all areas of the business.
From the point of view of Marketing, which works on the organization's reputation, it is essential to take measures to ensure the protection of its customers' data, to transmit trust, which in turn generates success for the business.
By: Laura Estevens, Digital Marketing Manager at Hardsecure.