With a quick look it is difficult to see the association between a company’s technical infrastructure and its brand image. Perhaps it has to do with the speed and complexity that marketing campaigns can be instigated and maintained. Every Chief Marketing Officer (CMO) loves the fact that they are leading the charge for more customers with an cutting edge social media campaign and that needs a serious amount of computing power as well as the latest gizmos. Of course that same CMO wants a full AI and VR advertising marketing campaign. Maybe with multiple videos and fast responses to social media postings. All that needs the power of the modern technical platform.
The aim of any great CMO is to build the funnel of potential new customers whilst maintaining the current customer base and then hopefully enhancing the purchasing power of both of this market. Add in the search for new markets and the CMO’s hands are fully employed. However the wise CMO will also consider what they can do with the data that they have collected during all of these activities. The very wise and careful CMO will work closely with the Chief Information Officer (CIO) to ensure that this data is not only utilised but is very securely stored. To not consider the clever hacker, the cyber criminal and the loner in their bedroom who just likes to break into databases for the fun of it is a dangerous road to travel. For loss of data, misuse of data or ransomeware can seriously damage the brand image of the company that has so carefully been built over the last few years. The UK Government undertook a survey in 2018 and found that 43% of companies had experienced a cyber security breach in the last 12 months. Some breaches never made the headlines, some did and there lies the problem for both the CMO and the CIO.
Consider the case of Dixons that lost 6 million credit card details, the DNA firm MyHeritage lost 92 million customer records, TicketMaster lost 40,000 customer and finance records and even the big boys got into the act. Yahoo was fined $35m for losing billions, yes that is correct, billions of customer data records and we all know about battle weary Facebook who also lost millions on the stock market as well as their precious brand image took a hit when the public found out what they were doing with their data, letting multitudes of external companies access precious customer data.
Within each of this companies are both a CMO and a CIO that are having to answer difficult questions, make fast and technical decisions as to what to do to both remove the data breach, recover the customer data and more importantly ensure the general public that customer data is secure from now on. Every company that suffers a data breach also suffers considerable damage to their company’s brand image. Will customers feel comfortable buying from their website in the future? Will they want to give their personal information to your company? Will people unsubscribe from email marketing. More importantly will the company be remembered in the future for the breach of security?
When your company customer’s receive ransomware, multiple spam emails and malicious phone calls because of your data breach, how happy will they be to buy from your company again? Will they think well of your brand?
When your customers open their newspapers, read their news or talk to their friends and they hear about your company’s embarrassing data breach how much extra marketing does the CMO have to undertake in order to overcome this negative press? What does the CIO have to do to ensure that their ICT environment is once again secure? How much PR needs to be undertaken to build the company’s brand to its recent level once again? Of course there is also the extra work that needs to be undertaken to ensure that the involved customers are contacted and notified about the breach and reassured.
CMOs and CIOs need to get together and ensure that data is continually and adequately protected from cyber criminals, hackers and cyber security hacks. However they also need an experienced cyber security consultancy to both advise on current cyber security requirements and assist with ensuring full cyber security for your company’s precious customer data – after all it will be cheaper in the long run and will be easier for CMOs and CIOs than a data breach.
Gaia Technology plc has ensured the cyber security of numerous companies and organisations and provides a full range of cyber security consultancy that conforms to both UK ISO 27001 and USA NIST recommendations. Gaia Technologies – Total Security Solutions for Quality, Security and Peace of Mind From One Provider.