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Cybersecurity digital marketing plan
- 2. Management Summary • Security is complicated and must take into account adherence to standards bodies, compliance, current existing infrastructure, and vendor compatibility. • Companies must make sure the right monitoring and controls are in place for protecting data in the cloud information threats to Organization • How to align cost optimization strategies with the business to showcase value in uncertain times by Gartner & IDC • Disruption over the past four years • CYBER security marketing challenges • Recommendation - Marketing • Proposed Digital Pan • Proposed Budget - One Month Plan
- 3. Information threats to Organisation 47% 38% 34% 31% 31% 30% 29% 28% 25% 20% O R G A N I Z A T I O N A L D I S R U P T I O N S E V E R E O P E R A T I N G C O S T P R E S S U R E A D V E R S E R E G U L A T O R Y I N T E R V E N T I O N F U N D I N G S H O R T F A L L S H I F T I N G C O N S U M E R D E M A N D I T S E R V I C E F A I L U R E L A B O R D I S R U P T I O N E X T E R N A L D I S R U P T I O N O F B U S I N E S S E N V I R O N M E N T C Y B E R S E C U R I T Y I S S U E P R O D U C T / S E R V I C E F A I L U R E INFORMATION TO CYBER CRIMINALS Organizational disruption Severe operating cost pressure Adverse regulatory intervention Funding shortfall Shifting consumer demand IT service failure Labor disruption External disruption of business environment Cyber security issue Product/service failure 47% 38% 34% 31% 31% 30% 29% 28% 25% 20% CYBER THREATS TO ORGANISATION
- 4. The worldwide information security market is forecast to reach $170.4 billion in 2022. (Gartner) Security spending is forecast to grow from $106.6Bn in 2019 (up 10.7 percent from 2018) to $151.2Bn in 2023 (IDC’s) • Identify crisis phase and what actions you will take • Equip yourself with data for decision making • Build adaptable and realistic budget scenarios • Align based on business unit value, risk and cost • Take a portfolio view of cost optimization Cybersecurity and Digital Business Risk Management Manage cybersecurity risk effectively across an evolving digital risk landscape
- 5. Disruption Over the Past Four years 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Organizational disruption Severe operating cost pressure Adverse regulatory intervention Funding shortfall Shifting consumer demand IT service failure Labor disruption External disruption of business environment Cyber security issue Product/service failure Other disruptive business situation 47% 38% 34% 31% 31% 30% 29% 28% 25% 20% 3%
- 6. CYBER Security Marketing Challenges CHALLENGES & OPPORTUNITY • It's hard to stand out in the crowd new cybersecurity companies are popping up! (what makes our brand/messaging different & standout!) • There are a lot of different cyber threats out there, potential customer is not informed! (opportunity to educate our customers) • Several business firms don’t prioritize cybersecurity until it is too late! (create a sense of urgency with our potential clients) • Cybercriminals are weaponizing sensitive data to increase pressure on ransomware victims “As per the survey by Hiscox, it was found that 7 out of 10 were not at all prepared for a cyberattack”.
- 7. Recommendation - Marketing • Developing a sustainable and effective lead generation engine • Creating an effective content strategy for all audiences and stages of the sales funnel • Executing and optimizing digital marketing initiatives (e.g. SEO, PPC, social, email marketing) • Engaging with analyst relationship independent third party technology research and advisory firms to communicate the company’s strategy and vision (ALM, HFS, ALM, Forrester, & IDC, etc.) • Launching and supporting ABM & channel campaigns • Measuring and realizing ROI across a wide array of marketing efforts
- 8. AWARENESS • Blog posts • Social Media updates • Infographics • Photographs • E-books • Web pages • Audio podcast • Video podcast • Print magazine/ newsletter • Primary research INTEREST • Educational resources • Quiz/surveys/polls • Discounts/offers/referrals • Email Campaigns • Useful resources • Downloads • Webinar/events DESIRE • Whitepapers • E-Books • Brochures • Microsites ACTION • Demo • Customer stories • Comparison/Spec sheet • Webinar events Proposed Digital Plan TOFU MOFU BOFU
- 9. Projected Budget - One Month Plan PROJECTED MARKETING BUDGET (MONTHLY) Details Budget Website Design & Maintenance Services Plans $1,500 Content Marketing Services $100 Google Ad words (PPC) $100 Email Marketing Services $40 Facebook/Instagram/Twitter/LinkedIn/Pinterest $200 Search Engine Optimization (SEO) $200 Marketing Materials $250 Video $400 Social Media Marketing (SMM) $100 Total $2,890 *Please note the above budget is an approx. 52% 4% 3% 1% 7% 7% 9% 14% 3% Website Design & Maintenance Services Plans Content Marketing Services Google Ad words (PPC) Email Marketing Services Facebook/Instagram/Twitter/Linked In/Pinterest Search Engine Optimization (SEO) Marketing Materials Video Social Media Marketing (SMM)