Why isn’t cybersecurity marketing a pressing priority yet?

The rapid evolution of the Indian market is accentuated with the need for robust cybersecurity, which is emerging as the cornerstone of successful enterprise resilience. With increased cyber threats, which are becoming more sophisticated, the need for comprehensive cybersecurity solutions has never been more critical.

However, 71% of CMOs said they lacked the budget to fully execute their cybersecurity strategy in 2023, according to a Gartner Inc survey of 410 CMOs and marketing leaders. Reduced budgets, rising expenses, and declining productivity are limiting their spending capacity.

Most enterprise customers are also wary of lofty product claims sprinkled with the latest AI-powered widgets. Instead, they are more interested in solutions to their problems than niche use cases and operational nuisances. For marketers and advertising professionals, this landscape offers unique challenges and significant opportunities to position themselves as thought leaders and trusted advisors in cybersecurity.

The urgency of thwarting cyberattacks 

As India advances rapidly in digitalisation, the cybersecurity threat landscape has become increasingly complex and pressing. The surge in cyber incidents, including data breaches and sophisticated attacks on critical infrastructure, highlights the urgency of addressing these vulnerabilities.

A recent report by Check Point Research reveals that in Q2 2024, organisations encountered an average of 1,636 weekly cyberattacks, showcasing the escalating tactics of cybercriminals and the critical need for enhanced security. In India, the situation was notably severe with a 46% year-over-year surge, as companies endured an average of 3,201 attacks per week, placing it just behind Taiwan in the Asia-Pacific region.

The government has implemented several initiatives to bolster the nation’s cybersecurity posture. New certifications and regulatory frameworks, such as the Indian Computer Emergency Response Team (CERT-In) guidelines, reflect the growing importance of cybersecurity.

These measures are both reactive and proactive, aiming to enhance the country’s defensive capabilities and foster a culture of cybersecurity awareness and preparedness among enterprises. Investing in advanced threat detection technologies, including AI and machine learning, is crucial for real-time threat analysis and response. Additionally, establishing robust regulatory frameworks to oversee AI and other emerging technologies is essential to prevent misuse and ensure strong security measures.

Companies have started addressing the cybersecurity skill gap through targeted training and educational initiatives to build a capable workforce. Moreover, public awareness campaigns focused on online safety, and cyber hygiene can further empower individuals to recognise and mitigate potential threats.

The current state of cybersecurity marketing in India

Marketing cybersecurity solutions in India requires a nuanced approach due to the evolving digital landscape and specific sector challenges. Digital marketing, leadership content, and webinars are key channels for educating businesses and consumers about cybersecurity.

However, marketers face hurdles like low awareness of advanced threats and budget constraints, limiting campaign reach and effectiveness. Many organisations struggle with understanding complex cyber threats, impeding educational efforts.

Despite these challenges, innovative strategies are emerging. Increased regulations are driving top-level awareness and creating new opportunities for cybersecurity companies. Stricter regulatory requirements compel businesses to seek compliance solutions, presenting cybersecurity firms as essential partners. This regulatory shift enhances visibility and appeal in the market.

Marketing cybersecurity in India involves overcoming low awareness and budget constraints, but the evolving regulatory landscape offers significant opportunities. Effective use of digital marketing thought leadership, webinars, and leveraging regulatory changes can help cybersecurity companies grow their market presence.

Clicking on cultural and regional aspects

Addressing cybersecurity in India requires a tailored approach to its diverse and fragmented market. Campaigns must reflect regional nuances and cultural sensitivities, utilising multiple languages and local influencers.

For instance, a campaign in Maharashtra should focus on compliance with financial data protection using Marathi-language content. The Digital India campaign shapes marketing strategies, offering opportunities and constraints that must be navigated carefully.

It is crucial to provide additional resources to underdeveloped regions to bridge infrastructure gaps between urban and rural areas. To ensure inclusivity, cybersecurity measures to regional threats should be tailored and affordable solutions should be offered in less affluent areas. Aligning with regional regulations fosters cooperation with local authorities.

Localised training programs, public-private partnerships, and mobile-friendly solutions enhance the effectiveness of cybersecurity initiatives. Establishing regional centres of excellence and offering incentives for compliance promote widespread adherence. Considerations like these will ensure cybersecurity efforts in India are inclusive, effective, and sustainable.

The influence of trust and credibility

In the cybersecurity domain, trust and credibility are paramount. When marketers get caught up in the ‘marketecture’ and make claims about their company’s products that cannot be delivered, it hurts customers. The perception that tech companies exaggerate product capabilities and use buzzwords to fit check boxes on RFPs also hurts the industry as a whole.

Marketers must prioritise transparent communication and produce credible content. Certifications from recognised bodies, authentic testimonials, and detailed case studies can significantly enhance credibility. Partnerships with trusted industry bodies and influencers further bolster this trust, positioning brands as reliable and authoritative voices in cybersecurity.

For marketers, data analytics is a powerful tool in the cybersecurity space. By leveraging data, marketers can gain deep insights into customer needs and behaviours, allowing them to tailor their messages more effectively. Key metrics such as engagement rates, conversion rates, and customer feedback provide valuable feedback loops.

Lean on tech, but don’t bank on it blindly

Technology platforms that integrate analytics, such as customer relationship management (CRM) systems and marketing automation tools, streamline this process, ensuring that marketing efforts are data-driven and customer-centric. These metrics are the leading indicators for what goes into the lead and demand generation.

While these are valuable, but they are fallible. Many marketing organisations set the boundary of their analysis here, which can lead to performance optimisation decisions based on limited information and too short a feedback loop.

A sophisticated and mature marketing operations strategy takes a more revenue-centric approach and focuses on the lagging indicators of pipeline and revenue, lifetime value and customer acquisition cost. This is only possible with fully implemented and utilised CRM systems, delivering tremendous value back to the marketing organisation in optimisation.

Many marketers will find that upwards of 90% of the revenue produced will ultimately be tied back to as little as 15% of their multi-channel campaign activity. Through this analysis, they can become actual stakeholders in the business.

What the future portends

Several emerging trends are poised to shape the future of cybersecurity marketing in India. AI-driven marketing, for instance, promises to deliver highly personalised content at scale, enhancing engagement and conversion rates.

As cybersecurity threats evolve, marketing strategies must also evolve. Marketers must stay ahead of these trends, continuously adapting and innovating to maintain a competitive edge.

While emerging trends are valuable to pursue, foundational marketing must be the starting point and guiding principle for all marketing teams. Properly vetted personas, accurately refined ICPs, use of case-based messaging and positioning, and clearly defined differentiation are the table stakes that marketers must begin with.

India’s cybersecurity landscape offers both challenges and opportunities for marketers. They can become thought leaders and trusted advisors by understanding market nuances, building trust through credible content, leveraging data analytics, and staying ahead of trends.

As the digital landscape evolves, adaptive and innovative marketing strategies are essential. Marketers must continuously refine their approaches to meet the shifting demands of cybersecurity in India.

Michael Krutikov, vice president—global marketing, Futurex.