With the rapid rise of ad tech, mobile marketing and social media, the CMO inhabits an increasingly virtual realm that is closer to the customer than ever before. Managing a vortex of consumer data, digital campaigns and app development also exposes the CMO’s organization to cybercrime. Indeed, cybersecurity is quickly becoming a primary challenge and responsibility for enterprise CMOs. To reap the rewards of marketing success and competitive advantage, they must have a thorough grasp of the risks.
The cybersecurity threat landscape is highly dynamic, and cyber criminals are as focused on reaching your customers as you are. You need a strategy that prepares the marketing organization — and in collaboration with the C-suite and the board of directors (BoD), the entire enterprise — to respond effectively to threats and negative incidents. CMOs are tasked with brand management, and a brand’s reputation is likely to be the most visibly damaged asset in the aftermath of a breach. Likewise, data-driven marketing is fueled by customer trust. Preparation, protection and responsiveness are key to containing the damage and preserving that trust.
Collaboration Is Key
Digital technology has created limitless opportunities, enabling greater brand engagement and innovative customer experiences. On the other hand, it has exponentially increased enterprise vulnerability. With the increased use, integration and interconnection of mobile devices, the network perimeter is blurry and porous, complicating security efforts. Marketers must incorporate security frameworks into their strategic marketing plans and determine how to solicit and deliver valuable customer insights safely.
CMOs are key drivers of digital-based growth for most organizations, yet many are not in the habit of working with the CIO and certainly not with the security department. So, how can the CMO improve in these areas? It starts with increased communication with the CEO, CIO and the BoD.