Current technology allows marketers to reach new consumers at an unprecedented rate. Social media and email marketing campaigns can simultaneously target millions of online users, often with highly efficient personalized messages.
However, using personally identifiable data (PII) has become problematic during the last decade. Europe’s General Data Protection Regulation (GDPR) strictly administers the collection, retention, and distribution of online user data, issuing fines as big as $746 million for failing to adhere to its rules.
Marketers often handle user data through CRM systems or third parties that automate marketing tasks. Cyber attacks get costlier, and not many companies are fine with paying huge fines in case of a successful attack. Therefore, securing user data becomes increasingly important, and here’s what marketers can do:
The Core Cybersecurity Practices
Although marketers are not IT professionals, they must master specific cybersecurity software because they frequently work with PII. Moreso, successful cyber attacks result in sales drop and a PR disaster, and marketing departments are the ones to respond. Putting marketing and cybersecurity teams in close proximity will significantly reduce the chance of accidental data leaks and improve cyber-crisis response.
Currently, marketers should learn to secure work-related accounts, safely utilize Cloud servers, and handle online user data.
Business Account Security
Business account safety heavily relies on good password hygiene and two-factor authentication. Marketers use so many work-related accounts that remembering different passwords for each is fruitless. Saving passwords in a text file on a desktop undermines security, but there’s a straightforward solution.
A business password manager stores passwords in an encrypted vault accessible via a single master password. This software will autofill passwords on demand, neutralizing spyware and keyloggers. Furthermore, marketers can use long, different, complex passwords to defend against Brute Force or Dictionary attacks.
It’s best to turn on two-factor authentication to maximize business account safety.This method activates a secondary verification method (such as an email or SMS code, a security question, etc.) whenever the system identifies a login from a new device. Even if hackers penetrate password security, they must hack a marketer’s email or phone to gain access, which is much more complicated and repels most unauthorized access attempts.
Cloud Server Security
Cloud computing is becoming widely popular because it saves company’s resources by providing an affordable data storage solution. Instead of spending extra on proprietary servers (and even more on securing them), businesses can store data on a Cloud and access the information whenever a marketer has an Internet connection.
Firstly, it’s essential to pick a reliable Cloud storage service provider. They must use advanced encryption algorithms to secure data at rest and restrict physical access to server rooms to prevent data leaks from rogue employees. It’s also essential for secure file-sharing.
Simultaneously, marketers should use additional file encryption software for the most important information. They can encrypt the data at the device level and only then upload it to the Could. It’s highly beneficial if a Cloud storage service provider accepts files in an encrypted format.
Lastly, a marketer should always use a Virtual Private Network whenever they access Cloud outside the office network (for example, on public Wi-Fi). A VPN will add an additional encryption layer to protect the data exchange from Man-in-the-middle attacks and other online surveillance methods.
Data Collection and Use Transparency
It’s always best to be absolutely transparent whether your services collect and use specific user data. However, the golden rule is collecting only the minimum required to run a service.
For example, you might be tempted to collect demographic user data and gather their consuming habits from social media. However, if you fail to inform users of such practices or the data is mismanaged and leaked, the business will suffer a PR disaster, potentially resulting in a lawsuit.
On the other hand, if you collect only the minimum sufficient data, many cybercriminals will look for a juicer target. Transparency will ensure your clients willingly accept sharing specific information with you, building a mutual trust relationship.
Lastly, you can state upfront that you use additional encryption and privacy protection software to secure such details. It will convey the message of genuine responsibility and can help strengthen your brand image.
Final Lesson
The most important lesson is to remain vigilant because hackers tirelessly develop new cybercrime tools. Always update your software on time because it often includes crucial security patches. Knowing the most popular business-oriented cybercrime methods will help you identify potential breaches and adequately respond to cyber incidents. Lastly, open communication between marketing and cybersecurity departments will facilitate productive cooperation.