Week 2: Clouds…Like In The Sky?

Hello everyone! Welcome back to my project regarding marketing with Identity Science. This week, my goal was simply to learn more about the cloud, and cybersecurity, and even look into general marketing strategies cybersecurity companies use to stand out. 

I think the term most essential to first define is the cloud. The cloud is information that can be accessed over the internet and is made up of servers located in data centers all over the world. Information can include types of software and databases that run on these servers. The usage of the cloud allows companies to access the same files from any device as information is not stored locally on devices, but on servers in data centers. For instance, the cloud is why you can log into your Instagram account from your phone, computer, and even tablet! Or you can access your Google Drive or Gmail from multiple devices.  

The use of the Cloud adds multiple benefits for companies. For instance, companies get access to more applications in addition to fewer upfront costs, as companies don’t need to pay for dedicated hardware. Additionally, there is increased reliability since companies are provided with centralized security, as there is one location for data to be stored with many endpoints. The reduced operational and administrative expenses also remove the need to pay for security. 

However, one big question about the cloud has always been security concerns. Trusting highly sensitive information all stored in one location over the internet exposes it to cybersecurity threats. Cloud security is a collection of security measures designed to protect cloud-based data, applications, and infrastructure. These security companies are meant to protect a company’s data from unauthorized user access and malware hackers. Cloud security companies are especially important as many companies have already moved to cloud computing and want to protect important information, data, and intellectual property from accidentally being leaked. Additionally, many businesses keep sensitive information in the cloud like private customer information, secret documents, and financial records.  

The cybersecurity industry has seen a lot of growth in recent years. According to Mordor Research, cybersecurity services are predicted to surpass $317 billion every year by 2027. This means that there are already a lot of cybersecurity companies, like Identity Science, on the market. With so many companies with similar goals, it is important to stand out and be able to communicate why your brand is different, which is exactly the purpose of the digital media marketing strategies I hope to come up with for Idenity Science. Before we dive into the marketing strategies of similar companies, I believe it is important to explore popular marketing tactics used by cybersecurity companies. 

The first and most popular method of marketing used by many cybersecurity companies is cybersecurity content marketing. This form of marketing can help you educate potential clients on why they may need your software using real-world examples and must especially be data-driven. Cybersecurity companies can also develop educational content to demonstrate how their product solves real-life cybersecurity attacks. One method of content marketing could be by writing blogs. Blogs providing meaningful information can help attract prospective buyers as well as build a company or product’s credibility to be seen as a trusted expert in the industry. Another form of marketing could be through downloadable content or videos as they are great ways to explain the value of your product as well as provide more education to potential customers, however, they may be expensive to produce. 

Another incredibly effective form of digital media marketing commonly used by cybersecurity is pay-per-click marketing, more commonly known as PPC marketing. PPC marketing can especially work to amplify your content marketing efforts and bring potential customers to request demos for your product. Demo requests for cybersecurity products are especially essential as this can prove how well the product works as well as target those who are more likely to purchase the product. One of the most effective samples of PPC marketing is search engine marketing, which involves advertisements being displayed when a particular term is used on search engines such as Google. This is an incredibly effective form of marketing as it specifically targets customers in need of an exact solution. 

Social media marketing is often overlooked as a method of marketing in the cybersecurity industry and for B2C companies in general. Many simply forget that CEOs scroll through Instagram, Twitter, and Facebook as well! Paid social media marketing features on websites such as Linkedin can help target stakeholders and decision-makers. Marketing through Linkedin can also be free through posting interesting articles which, similar to blogging, can help spread information about your product and the problem it solves. Email marketing is another commonly used marketing tactic used by cybersecurity companies. Since education and awareness is a barrier to selling some cybersecurity services and products, email marketing can be especially helpful as it can include educational materials for potential customers, such as links to blog posts or downloadable content. Additionally, these emails can also include promotions to tempt customers to sign up such as monthly offers or sales. The company can also monitor these emails and measure which subject lines or types of content receive the most engagement.  

All the way from defining what the cloud is to diving into commonly used digital media marketing strategies, we sure have learned a lot more about the project that we will be delivered into. Next week, my goal is to compare the marketing strategies of companies similar to Identity Science and see how they focused their marketing strategies. Additionally, I will look into the importance of websites in advertising a business.   

Works Cited:   

Bahadur, Tina. “Cybersecurity Marketing Tactics That Actually Work.” 20 March 2020.  https://www.sevenatoms.com/blog/cyber-security-marketing-tactics-that-actually-works/.  

Accessed 15 March 2023.   

“What is the Cloud? Cloud Definition” Cloudflare.com /2023.  https://www.cloudflare.com/learning/cloud/what-is-the-cloud/ . Accessed 15 March 2023.   

“What is Cloud Security?” Box.com. 2023. https://www.box.com/resources/what-is-cloud-security#:~:text=Cloud%20security%2C% 20also%20known%20as,control%2C%20and%20data%20privacy%20protection. 

Accessed 15 March 2023.