Marketing 101: Why Skipping Security Is a Mistake

Cyber threats are constantly improving — but not all companies know how to protect their data and avoid negative consequences. Marketing processes are particularly risky: they require both company and customer data. Regardless of the size of the business, investing in digital security should be a priority for marketing specialists. 

Today, we will unpack common security threats for corporations. We’ll answer questions like what could happen if you decide to ignore safety measures, and how to safeguard sensitive data during marketing processes.

Potential Security Threats in Marketing

Corporations often face cyber attacks, data breaches, and ransomware. Marketing teams are the most susceptible to these threats, as they hold and exchange a lot of personal information. During cyber attacks, this information, marketing systems, or networks are actively targeted. 

Data breaches target sensitive information. Once unauthorized individuals get access to data, they can leak it, sell it, or even hold it for ransom. The latter is commonly achieved by utilizing ransomware. Ransomware is a type of malware that steals and encrypts data or networks until a certain amount of money is paid. Many sectors, including marketing professionals, have previously become victims of smart ransomware attacks. 

So, What Happens When You Ignore Them?

Data protection in marketing operations starts with basics like antivirus on corporate devices and using a VPN (virtual private network) to encrypt your internet traffic. A VPN creates an encrypted connection between your device and the web, reducing the risk of snooping on shared networks. 

This handy tool can also help you with region-specific content by unblocking websites, which is useful for checking geo-targeted ads or competitor campaigns as they appear in different countries.

One of those is financial — but the cost goes beyond just fixing the flow and restoring the files. Unfortunately, financial losses are also caused by damaging customer trust. The company will lose profitability, reputation, and competitiveness. In a worst-case scenario, it can shut down completely.

Modern security regulations like GDPR (General Data Protection Regulation) and HIPAA (Health Insurance Portability and Accountability Act) also impose cybersecurity requirements on companies. If your corporation doesn’t protect data, ensure customer privacy, or come forward during security breaches, it risks penalties and lawsuits.

How to Make Your Workflows Secure

Whether you are collecting customer data for upcoming email campaigns, assessing the latest analytics, or setting up a new third-party tool, it’s vital to make all processes safe and compliant with regulations.

Customer Data Collection

When it comes to data collection, you should always check regulations based on your customers’ location. Stay up-to-date with these rules and adapt your strategy consistently. 

In addition, only collect what you need — more data means more risks. When you have a lot of data in your network, your business becomes more appealing to cybercriminals. Minimize the information and the exposure. Train your team to do the same and constantly do data audits to remove what’s no longer needed. Last but not least, encrypt all information you can, so it’s unreadable to unauthorized individuals.

Analytics

Data analytics is another process crucial for marketing success. Yet, the data collected and used during analytics can be stolen, sold, and held for ransom. Marketing professionals have to safeguard it during the workflow. 

Make sure that the data is stored securely. Only assign access permissions to those who truly need them, and revoke them once they no longer work with analytics. Share account and folder credentials reliably with the best password manager you can find. Such software will encrypt the login details and input them when required, so there’s no need to share this sensitive data with teammates via email or messengers.

Third-Party Tools

Your marketing team might not be aware of this, but even third-party tools can become keys to unlocking your sensitive data. It can either be stolen from the service or used to access the company network. That is why you should always evaluate third-party vendors and tools before working with them: know who they are, what they do, and how much should be shared with them. 

When possible, use encryption and password managers to share sensitive login information with other third-party teams. Follow the principle of least privilege (POLP), limiting access rights to only what’s needed.

Reach Your Target Audience Safely

Marketing teams handle a lot of sensitive information and should always be educated on cybersecurity. Ignoring this approach can result in financial losses, a bad reputation, and even lawsuits. Thankfully, the right tools and procedures can easily protect customer and business data.