Digital Security in the Age of New Tech: Best Practices for Marketers - eMarketer

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Digital Security in the Age of New Tech: Best Practices for Marketers

eMarketer Report

By: eMarketer

Published: January 18, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Rapid advances in digital technology and data collection have led to an impressive rise in data-driven marketing. While these digital tools can greatly improve campaign performance, they can also lead to data security, privacy and ethics concerns. In today’s hack-prone environment, marketers must ensure that they are protecting their systems, their data, their customers and their reputation from potential disaster.

  • Cybercrime is on the rise. In 2017, Cybersecurity Ventures reported that it will cost the world $6 trillion annually by 2021.
  • Marketers are increasingly making use of digital technologies to power their campaigns. However, they don’t always understand the security implications that may be putting their operations at risk.
  • Historically, marketers have not been intimately involved with cybersecurity. But there are compelling reasons why that is changing.
  • This year’s looming enforcement of the European Union’s Global Data Protection Regulation (GDPR) will provide new impetus for marketers to get their data houses in order.

"In a March 2017 survey, IT professionals worldwide attributed 45% of security incidents in the preceding 12 months to marketing, and were significantly more concerned than their marketer counterparts that marketing would expose their organization to cyber risk."

Table of Contents

Hacks, Leaks and Breaches: the ‘New Normal’

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Why Marketers Must Care

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Best Practices for Marketers

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14 charts are included in the full report:

Digital Security in the Age of New Tech: Best Practices for Marketers

Level of Concern About Marketing Exposing Their Organization to Cyber Risk According to IT vs. Marketing Professionals Worldwide, March 2017 (% of respondents)

Hacks, Leaks and Breaches: the ‘New Normal’

Level of Confidence that Cybersecurity Professionals Worldwide* Have in Their Organization's Insider Threat vs. Overall Security Posture, July 2017 (% of respondents)

Types of Cyberthreats

Level of Risk of Select Threats to Security and System Availability According to IT Professionals Worldwide, April 2017 (% of respondents)

Cyberthreats that Concern Cybersecurity Professionals Worldwide* the Most, July 2017 (% of respondents)

Easiest/Fastest Entry Point to Access Sensitive Data According to Hackers Worldwide, July 2017 (% of respondents)

Why Marketers Must Care

Level of Concern About Marketing Exposing Their Organization to Cyber Risk According to IT vs. Marketing Professionals Worldwide, March 2017 (% of respondents)

US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)

More Data = More Risk

Number of Security Incidents* that Have Put Their Organization at Risk According to US IT Security Professionals, May 2017 (% of respondents)

Technology that Poses the Greatest Risk to Cybersecurity According to IT Professionals in Select Countries, Jan 2017 (% of respondents)

The Need for Speed

Reasons that Mobile vs. Internet of Things (IoT) Apps Contain Vulnerable Code* According to IT Professionals in North America, Dec 2016 (% of respondents)

The Dangers of Shadow IT

Level of Visibility that Their Organization Has on User Activity/IT Changes in Select Systems According to IT Professionals Worldwide, April 2017 (% of respondents)

Frequency with Which IT and Marketing Collaborate According to IT vs. Marketing Professionals Worldwide, March 2017 (% of respondents)

Best Practices for Marketers

Business Decision-Makers Worldwide Who Are Confident that Their Organization Knows Where Corporate Data Is Physically Stored, May 2017 (% of respondents)

IT vs. Marketing Professionals Worldwide Whose Company Is Ready to Handle a Security Incident, by Tactic, March 2017 (% of respondents)