Cybersecurity marketing: Less about products, more about awareness
As cybersecurity PR specialists, we’re always asked about the most effective approach to security marketing. It’s an important and somewhat difficult question. How do you define effective marketing in such a dynamic space? We have to understand that the need for cybersecurity is born out of necessity. A company’s marketing needs are as dynamic as the available solutions in the industry. There is no singular definitive product that solves all security issues; otherwise, we would have one universal software deployed across all IT systems.
In that sense, security marketing approaches need to be problem-driven, just like the solutions or tools are. You won’t make much headway by blatantly focusing on your product’s features and benefits. Rather, your marketing approach needs to create awareness around the problem it’s serving.
The cybersecurity market has matured significantly in the past few years, but still, there is a big gap in knowledge and awareness. Organisations have to change their solutions, policies, and strategies almost on a constant basis because threats are evolving exponentially. So, marketing campaigns that tend to build awareness of a problem and present their technology as a part of the broad spectrum of solutions are likely to perform well in this dynamic market. It’s one of the reasons why we always find byline content to receive a more actionable audience. For more information on how to draft an effective byline article, you can check out our blog.
Education and awareness are the essences of cybersecurity
Beyond marketing needs, cybersecurity should always be a practice of delivering knowledge and creating awareness. The industry as a whole needs to collectively aim for a broader culture of security awareness. Competition is so high and intense across the sector that organisations often forget they are fighting against the same wicked enemy. If you’re not promoting awareness, you’re likely selling products to clients who won’t significantly benefit from them. This leads to technical debt, eventually impacting the entire industry’s cumulative financial resources.
So, it’s high time we realise that cybersecurity is not a one-man game, nor a race to promote the best products. Instead, it’s a combined practice of innovating and promoting sustainable technology through the elevation of general awareness.
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