Dealing with budget is an important subject for marketers. That’s why a lot has been said about how to adjust marketing spending, especially with marketing budgets being on a low since last year, as reported by Gartner. On this matter, one topic has increasingly gained the spotlight: cybersecurity.
For a while, cybersecurity is known to be a preoccupation that goes beyond CISOs. The good news is that for us marketers, it not only helps to protect our companies from online threats. In fact, if adopted correctly, it guarantees proper budget spending, away from the Fake Web threats.
Cybersecurity is everyone’s concern
The COVID-19 pandemic brought a lot of attention to the importance of cybersecurity for every employee. Working from home systems made companies invest in cloud security and other measures to allow people to keep doing their jobs while staying healthy.
With everyone worried about the increasing number of attacks and online threats, the campaigns to make security a shared responsibility grew over time. Today, every department is known to be a crucial part of an effective cybersecurity strategy.
Why should Marketers care
The interesting thing is that for marketers, beyond the security risks, cyber threats also represent risks to the budget. Think about it.
Your marketing expenses most probably include paid advertisement, improvements on the website, and several types of online lead generation campaigns. If you succeed with your strategy, you can increase traffic to your website, raise the number of gated content downloads, and at a first glance, your campaigns will reach many “leads”.
But here is where cybersecurity enters. With 40% of all internet traffic being made of traffic that will never convert into actual revenue, there is a serious risk that a big share of your marketing budget is being spent on the Fake Web.
Important to mention that this includes both malicious and non-malicious traffic. Fake accounts, click farms, and fraudsters are all considered malicious, but others like scrapers, crawlers, and bots are not necessarily security threats.
However, for marketers, they can represent serious losses. Look at the examples on the news. In 2019, fake clicks were reported to cost companies tens of billions a year. Last year, PayPal discovered 4.5 million fake accounts. And just recently, 470 million “online shoppers” were discovered to be bots and fake users in the Ecommerce space.
Risks For Your Budget Spending
The examples above are just some of the many impacts the Fake Web has on different industries. They should serve as an alert for you to make sure none of your efforts will be affected by bots and fake users, before you start to align your budget with your KPIs, and, ultimately, decide on the best marketing strategy for you and your team.
Otherwise, these Fake Web threats will be wasting your ad budgets, hurting your conversion efforts, and taking up your time, energy, and resources.
The idea is simple: would you ever invest your money into something that would never give you any return?
Well, that’s what happens when you don’t have visibility and can’t make sure which type of traffic is reaching your campaigns and efforts.
Consider a Go-To-Market Security solution
That’s why you should consider adopting a go-to-market security solution. In the same way, you have a marketing automation tool or a CRM platform to make sure you make the right decisions, a go-to-market security solution is crucial if you want to guarantee your budget is not being wasted in traffic that will never convert.