In recent years, you must have asked yourself many questions, such as “What is a VPN” or “Network security”…
Like many big, grim-sounding concepts, sometimes they seem to play a role beyond our understanding: large conglomerates, the government sector, or perhaps their IT departments. And to be honest, marketing, sales and service managers are not interested in this.
You might even think to yourself, “If some people are taking care of it, there’s probably nothing to worry about.” ,
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 a Key Component of Inbound Marketing Techniques
You can build trust in your business in several ways.
For example, you can demonstrate expertise in your field or provide quality service focused on the customer experience. You can also build that trust by building strong relationships with your customers.
This relationship isn’t just about converting leads, but it also includes continuing 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.
Lack of trust is also a blow to companies and brands. For example, the breakup of a relationship between a customer and a company is rarely more immediate than during a data breach.
In addition, a quarter of French people would not do business 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 webinars, or sign up for a free trial of your service, they count on you—and more.
By providing you with their personal data, they have placed a great deal of trust not only in your company, but also in you as the marketing manager handling your information.
They trust that you will keep their personal data safe, that you will not abuse it (for example sending them 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: Security of customer data must be ensured
You may have heard about the correct use of customer data (such as email), whose main idea is “not to abuse information”.
For example: don’t email a customer, don’t send him a quote. You have no reason to believe they would be interested and don’t approach them without their consent.
It is equally important to think about a concept that may be unfamiliar to you: how to guarantee the safety of potential customers and information about them from persons who may use this information for malicious purposes.
If you’re not familiar with the concept, it makes sense. The risk of large-scale unauthorized access to customer data by malicious actors is relatively recent.
As a Marketing Manager, you are the owner of the customer data
This job isn’t just about generating leads or building a brand.
Another major issue is becoming a reliable warehousing of customer data.
If customers trust you because you’ve built quality relationships, built a brand that’s seen as trusted in your area, and builds a community of campaigners who want others to believe you too So it is very important that you emphasize the way you manage your affairs.
Your job is to take steps that you can personally control to maintain that trust and keep customer data safe.