Nowadays with the help of the web, it is much easier to collect and analyze important data from all consumers. Whether you gather that data through online forms or cookies, it can change the way you work by helping you optimize the existing customer experience and build smarter sales and marketing strategies.
However, while you gather and making use of this data you may face certain issues. When your customers entrust you with their personal data, it also leads to your responsibility if that data was leaked.
Quite likely, you already acquainted with this information, maybe not on practice but in theory for sure. You have heard enough cases and news about huge breaches that should remind you about issues related to weak security. However, hearing stories is not enough to protect your company and its sensitive information.
You might implement a firewall. You may even encrypt all your data on the servers. However, if not you have implemented data security in the foundation of your business, you are more likely to have a lot of weak points.
So, how can you close those weak points you did know you have? The first important step is to stop perceiving your security as an issue that should be only controlled by the IT team. Now it is a concern of your marketing team.
The growing popularity of marketing security
Taken into account that marketing collects all the crucial data, you should not be surprised that marketing security becomes more and more recognized as a way to protect restricted-access data. As a matter of fact, if hackers obtain access to your marketing information, they can freely use it for different illegal activities — from spoofing to identity theft or even credential stuffing.
Laws like the California Consumer Privacy Act and the General Data Protection Regulation require information protection. Of course, more similar regulations will follow in the nearest future.
To go along with customer expectations and regulations, going about your business is not a great variant. Think about improving those marketing systems that work with data. It is not only about the process of gathering data but also about how you send, store, analyze, and erase that data.
Thus, if you wish to become more serious about your marketing security, reassess what you do with the data, starting from the information gathered from registration forms and ending in systematic problems like security accountability and practices.
Methods to implement security in your marketing DNA
Altering your approach to information security can be quite difficult. Fortunately, experts have compiled a list of steps everyone can try to get stronger security and better customer experiences:
- Implement approach of privacy-by-design
For fully efficient security, you have to do more than changing a few processes. You have to alter the foundation of how you operate. If it is needed, redesign every detail starting from your IT systems to network infrastructure or marketing tactics while implementing a privacy-first approach. Do not just try to equip the existing framework with data security. Try to implement a completely new framework.
- Utilize multi-factor authentication in every process
These days passwords, even if they are strong, are not enough for security. However, if you add another layer of security to passwords that may improve the security of your data immensely. The main reason for it is quite simple. Two different factors can help each other and even protect the weak points of each other. Of course, there are a lot of ways you may add one more level of security. The most widespread involve dedicated security key, verification through a user’s smartphone, or even biometric data, like facial recognition or fingerprints.
- Back everything up not once, but multiply times
While almost all data security is concentrated on breaches, possible data loss can also become a huge threat to your business. You will lose not only your time and money while trying to save a fraction of data you have lost, but also you will probably lose the crucial insights that lost data may have provided to you. To prevent something like this, try to choose an efficient backup program and organize your backup procedure properly. Make certain to do backups on a regular occasion. If possible do them every day or once a week. Also, you can try services that do this for you, like Amazon Web Services or Google Cloud.
- Forecast user error
Mistakes may happen even you are very cautious. Thus, it is important to try to predict them if possible. Adopt a system of loss prevention that can spot and prevent regular errors before they become disasters. A strong system of loss prevention can find and blog regular wrongdoing and errors, whether the user sends personal data by chance through email instead of options for secured channels or user puts personal data on purpose on an unknown USB drive.
- Choose reliable third parties
- Make use of secure forms
Whether you are gathering online payments, developing a feedback form, trying to assess employee satisfaction, or creating an application form, forms are a smart and priceless way to collect crucial data from your employees and customers. However, they may become a huge weak spot in your new security strategy if you are not cautious enough. Remember, that well-developed and safe forms can help you and your business get important insights about your customers you have not possessed before.
There are a lot of hackers who will not stop until they get needed data from your system only some first failed attempts. That is why it is important to be set for anything they may prepare for your business. However, if you create a smart secure marketing strategy, you will be much better prepared to handle any possible attack and outcome. It is prime time to stop seeing security as the only problem of the IT team and to start working on it as a marketing necessity.