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Top 5 Security Issues for Marketing Professionals

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Top 5 Security Issues for Marketing Professionals

As the world becomes increasingly digital, so do the risks associated with online activities. Marketing professionals, in particular, are tasked with handling vast amounts of sensitive data that are critical to their organizations’ success.

However, this data can be vulnerable to cyberattacks, data breaches, and other security threats that can have severe consequences for both the business and its customers.

In this article, we will explore the key security issues that marketing professionals need to be aware of and provide tips for safeguarding their digital assets.

From protecting personal information to securing company data, we’ll cover everything you need to know to keep your marketing campaigns safe and secure.

1) Compromised Credentials (Identity)

Most cyber incidents and breaches are through stolen or compromised credentials. Your credentials in the hands of a hacker allows them unfettered access to your personals and private information.

This includes financial and healthcare information, social media, email accounts, and cloud storage. With
information gained from compromised credentials, hackers can gather information to steal your identity and ruin you financially.

2) Malware/Ransomware

Malware/ransomware can be delivered in several different methods. It can be included in an email, embedded in an image, and posted on a webpage that is automatically downloaded when the load the page. Attackers look for pathways to have the malware bypass the normal protections.

Email and requested/visited websites are traffic that are expected to be sent to a user’s computer. It is that fact that the email and webpage are expected that we sometimes drop out guard.

3) AI Phishing

AI phishing is when an attacker uses AI to develop the phishing attack. Some of the old way of identifying a phishing email is the use of bad grammar or misspelled words. With AI phishing those no longer apply.

When you receive any email, ask yourself these three questions:

  1. Did I expect to receive this email? Not all unexpected emails are nefarious.
  2. Is the address legitimate? Addresses can look close to a common address.
  3. Am I being asked to click a link or download something? Always be aware of links. The words on the hyperlink may not match the actual URL of the link.
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4) Data Privacy

Confidential data is the core of business operations and critical to its success. Data disclosure can eliminate a company’s knowledge or technology that differentiates it from its competitors.

Data ‘leakage’ is when private data is disclosed to a party who does not have the authorization to see/have that data. The most recent path of data leakage is through ChatGPT.

Samsung engineers asked ChatGPT to write some code for them. In doing so they shared confidential code with the AI which incorporated the shared code into its data set making it open to the public.

5) Spoofing Websites

Website spoofing is when a fraudulent website is presented to a user instead of the actual website. This is most common for front pages of websites that request login credentials. The user assumes that the website is real and enters in their username and password, and the fraudulent website records the credentials and then redirects the user to the real web page.

The user is asked to enter their credentials on the real webpage and they are let into the website. The user is unaware that they have given their credentials to an attacker for them to gain access to their website account.

This attack has been very common for cloud storage and services websites like Office 365, Dropbox, and box.com. Always check the URL and if there is a valid certificate(padlock image next to the URL) for the website.

As a marketing professional, it’s crucial to prioritize security and take proactive measures to protect your digital assets. With the increasing prevalence of cyberattacks and data breaches, the risks associated with online activities are higher than ever before.

By being aware of the key security issues, following these best practices, and implementing robust security measures, you can safeguard your business and customers against potential threats.

Remember to stay vigilant, keep your software up to date, use strong passwords, and regularly backup your data. By taking these steps, you can help ensure that your marketing campaigns are safe and secure, and you can focus on achieving your business objectives with peace of mind.


Top 5 Security Issues for Marketing Professionals

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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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