In recent years, you may have been asking yourself a number of questions, such as “what is a VPN” or “network security”…
Like many big, serious concepts, it sometimes seems to play a role beyond our understanding: large conglomerates, government regions, or perhaps their IT departments. And let’s be honest, that’s not of much interest to marketing, sales, and service managers.
You might be thinking to yourself, “If some people are taking care of it, you probably don’t have to worry about it.” »
Today, we’ll look at the importance of data protection and account security for marketers and the companies they represent.
Why should marketers care about data security?
1. Trust is the main component of internal marketing techniques
You can build trust in your business in many ways.
For example, you can demonstrate expertise in your field or provide a high-quality service that focuses on the customer experience. You can also build this trust by building a strong relationship with your customers.
This relationship is not only about converting leads, but also includes ongoing support to keep your customers happy so they can feel confident that others are recommending your service.
In short, building and maintaining trust is the key factor in developing a solid relationship with your customer. Without it, the task can be particularly delicate.
The loss of trust is also a blow to companies and brands. For example, the breakdown of a customer-company relationship is rarely more immediate than during a data breach.
In addition, a quarter of French people will not deal with companies that are victims of data breaches.
2. Prospects believe marketers will protect their personal data
Every day, when your potential customers fill out a contact form on your website, sign up for your webinar, or sign up for a free trial of your service, they trust you — and a lot.
By providing you with their personal data, they have placed great confidence not only in your company, but also in you as the marketing manager managing their information.
They are confident that you will keep their personal data safe, that you will not misuse it (such as sending a bunch of spam) and that you will use it to their advantage to help them achieve their goals.
3. Correct use of data is no longer enough: the security of customer data must be ensured
You may have heard about the correct use of customer data (such as emails), and the main idea is “don’t misuse information”.
As an example: Don’t email a customer, don’t send them a quote. You have no reason to think that they would be interested and do not contact them without their consent.
It is also important to consider this concept that you may be unfamiliar with: the question of how to ensure the security of potential customers and information about them from individuals who may use this information for malicious purposes.
If you are not familiar with the concept, it is understandable. The risks of widespread unauthorized access to customer data by malicious actors are relatively recent.
As a Marketing Manager, you are the owner of customer data
This business is not limited to generating leads or building brands.
Another important issue is becoming a reliable server for client data.
If customers trust you because of all the efforts you put into building good relationships, building a brand that is seen as reliable in your field, and building a community of evangelists who encourage others to make you trust too, then it is very important that you insist on the way you run your affairs.
Your job is to take steps that you can personally control to maintain that trust and keep customer data safe.