With the changing nature of threats in cyberspace becoming sharper by the day, business houses are seen as shy about entrusting their precious data to the cybersecurity firm of choice. Shallow, flashy, and blanket marketing tactics that worked a few years ago are increasingly losing their impact. It is against this backdrop that demand for trust-based marketing continues to increase within the precincts of the cybersecurity industry.
Role of Trust in Cybersecurity Marketing
Unlike manufactured goods, cybersecurity services offer safety and security. It is the customers-again, usually major decision-makers like CISOs or CTOs, though-with their wallets, on companies that demonstrate real acumen and trustworthiness. More specifically, as threats increasingly complicated nature, those companies need to be perceived as forward-thinking in terms of embracing and addressing new threats.
Tacky ad campaigns and blanket marketing initiatives will have a hard time breaking into the space needed to develop that feel of trust. Cybersecurity customers will respond less to bright colours and more to the content marketing strategy: one that focuses on distributing utility-laden articles, case studies, webinars, and other materials that can inform.
This strategy enables companies to reach maturity with credibility as a thought leader, comforting clients that they are one step ahead of cyber th
[…]
Content was cut in order to protect the source.Please visit the source for the rest of the article.