Due to the increasing awareness of cybersecurity and privacy matters in the consumer market, these topics are becoming more relevant. Companies like Apple make consumer data protection their selling point. Therefore, companies must advertise their digital security and privacy strategy to (possible) customers.
For this matter, we at Ginkgo Cybersecurity collected the best practices to improve the marketing strategy for digital security and privacy.
Figure 1: A Security & Privacy Marketing Strategy with Best Practices and Examples
A communication channel, which is very little used to communicate about digital security and privacy is social media. Since social media reach many people, it is an excellent channel to improve the marketing strategy. Besides traditional social media like Twitter or Instagram, companies can use business social media like LinkedIn. The communication can be done by senior management to advertise new security features of their products or to talk about changing privacy guidelines.
A great way to improve the digital security and privacy marketing strategy is to make videos showing features and doings. These can be published on linear TV, YouTube, or other social media platforms. Videos posted in the proper channels reach a large audience and give a high density of important information quickly to a large audience.
Currently, the main channel used to communicate about cybersecurity and privacy is company websites. This marketing channel is great if somebody researches the digital security and privacy strategy of a specific company. But the websites still have room for improvement, for example, to show certain security content like certificates.
Podcasts are a great way to reach interested people because they can show strategies in great detail. Companies even can introduce different teams working on security topics.
An excellent way to improve both the actual security and the marketing of digital security is bug bounty programs. They are proactive approaches to show the security efforts of a company. In addition to the external effect, these initiatives make it possible to find and fix vulnerabilities before attackers have a chance to exploit them. Furthermore, companies can directly work with so-called white hat hackers. Companies can let them directly test their products, for example, on the DEFCON, the world’s largest hacker convention, or even hire them to show the public they are serious about digital security and privacy.
As bug bounty programs, hackathons are used to improve digital security and the corresponding marketing strategy. They can be hosted during or even before product launches to reduce the probability of zero-day exploits.
The last introduced marketing channel for digital security is the publishing of white papers and e-books. This downloadable content can provide a high density of information. Within this content, companies can explain their cyber security advancements and inform consumers of data privacy.
If you have any questions, or you want us to analyze and help to improve your digital security & privacy marketing strategy, do not hesitate to contact us: email@example.com