Recent events have driven organizations to do more business online increasing demand for personalized content and customer data. With the increase in digital engagement, it becomes even more important to ensure your content and data is secure. Marketing can’t treat security as “someone else’s problem” and pass the buck to the IT and legal teams. While companies offer more personalized experiences tailored to a user’s individual preferences, customers are wary about how that information is being managed.
In a 2019 Acquia survey on data privacy, we found that “65% of consumers say that they would stop using a brand that was dishonest about how they used their data.” Brands who are not transparent about their use of data will lose customer trust. Worse still, companies who poorly respond to data breaches, cyberattacks or failure to comply with modern security standards often permanently damage their brand reputation.
We know that the customer journey is constantly evolving with an influx of new digital channels, voice assistants and smart devices gathering new customer data at every moment. As the digital landscape changes, your response to security needs to be able to evolve and mature as well. This requires regular communications between marketing operations, IT and all vendors and systems that contribute to your total digital customer experience. Here’s how marketers can work toward cross-organizational security practices that build trusted customer relationships.
Guard Against Potential Data Risks
It’s much easier (and less costly) for a company to avoid a security incident than it is to try and mend your brand image after a mistake has occurred. Marketers should be aware of who in their organization has access to their data and set guidelines and restrictions for how this data can be used in campaigns and messaging. When customers make the choice to share personal details with your organization they expect that information is properly stored and won’t be altered or mishandled.
Furthermore, in the case that an attack or breach does occur, brands need to communicate that mistake quickly and honestly, in addition to taking the necessary steps to rectify it. If a brand is caught trying to cover up or downplay an issue, it will only cause further damage to their reputation and oftentimes result in serious legal penalties. This is why ensuring security from the start, and not as a response to a breach or malicious attack, is critical in delivering digital experiences.
Adhere to Federal and Industry Compliance Standards
As data breaches become more commonplace compliance guidelines, like GDPR or FedRAMP, are becoming standards for many industries to protect public data. Ensuring that you adhere to these guidelines is critical and failure to do so can result in fines and ultimately loss of brand credibility.
This is especially critical in highly regulated industries such as healthcare, government and finance where customer data is of the utmost importance, By investing the resources to earn and regularly audit these compliance certifications, brands prove they are trustworthy partners to their customers and knowledgeable of the intricacies of their field. However, maintaining and earning these compliance certifications is time consuming and difficult to maintain over time. One negative audit can send your IT team into a long and often tedious remediation process, potentially impacting other innovative projects or daily work.
Establish Shared Responsibility for Security Across the Organization
Cybersecurity is an ever-evolving, continuous commitment that requires regular conversations between business and IT stakeholders to evaluate potential risks. Oftentimes the biggest security issues arise from poor oversight and opposing priorities. For example, the product team may want to push out a new feature as soon as possible to meet customer demands, sacrificing the time it takes to conduct proper quality and compliance tests.
At Acquia, our platform is built with security best practices from the ground up and our security operations and support spans our infrastructure provider, three Acquia security teams dedicated to 24/7 vigilance and required security training for every employee. Acquia is also compliant with SOC 1, SOC 2, PCI, HIPAA, ISO 27001, CSA STAR, GDPR, and FedRAMP.
Marketers can manage essential security concerns and maintain customer trust without sacrificing fast, innovative digital experiences and IT teams can take back time they would spend implementing these security features and obtaining these compliance authorizations.
Learn more about how to create powerful, worry-free digital experiences for your customers in our e-book: Security and Digital Experience: A Guide for Marketers.