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Last year there was a continuous wave of incidents and events that were alarming in the context of cybersecurity because of their impact on various companies irrespective of the industry. Hence, it became essential for marketers to work in collaboration with other internal security department and more importantly with the customers to develop cybersecurity-focused messaging that educates all.
Cybersecurity marketers can build better consumer-brand trust and loyalty while spreading awareness. Here are a few tips for brands and marketers to adapt to raise awareness around cybersecurity.
• Overly Technical Jargons
The easiest way for marketers to lose their audience is by presenting a message that is too complicated and unrelatable. Marketers must continuously communicate with the respective security teams to be informed regarding the latest technological trends and present the issues in a more suitable and understandable format, especially for a business audience. The shorter the message, the faster the consumer relates to it. The primary aim is to communicate the underlying message as soon as possible.
• Build the trust
Branding and advertising in the cybersecurity industry must focus on earning the trust of both security and economic buyers. Security professionals are always in a dilemma concerning what the cyber attacks will do to their organization. Therefore, it becomes crucial to earning the trust not only of the security professionals but the business people also who are a part of the buying decision. Marketers play a significant role here as they need to convince the personnel regarding the issues and the methods one can adapt to solve the cybersecurity challenges.
• Mix Humor in Writing
Although cybersecurity is a serious topic, it should not be a hindrance for marketers to put humor in their messaging. Utilizing humor as an approach will help the users to relate to the content as it becomes memorable, actionable, and engaging for the users. Cybersecurity messaging must always include fun, and appealing components as this helps in putting across a message more perfectly.
Savvy marketers can be successful only by breaking down information in a more understandable and relatable way, paving a path for appropriately re-instilling confidence in their current and potential customers.