Cybersecurity Marketing Trends for 2025
Season: 2 | Episode: 8
Published: March 10, 2025
By: Byer Co
Byer Company offers a downloadable guide, "Cybersecurity Marketing Trends for 2025," outlining how cybersecurity marketing is evolving. The guide emphasizes data-driven personalization, building trust, and using multi-channel engagement strategies to reach sophisticated buyers. It stresses the importance of adapting to changing threats and buyer expectations for success. The website also promotes Byer Company's other services, including web design and various digital marketing solutions. Finally, the site details the company's use of cookies for various purposes.
Link: Cybersecurity Marketing Trends for 2025
Keywords: Marketing,seo,Cybersecurity,web design,Cybersecurity marketing
Episode Transcript
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Welcome back to the all-new digital rage. I'm Jeff the producer here at Byer Company
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in this episode we share our years of experience in cyber security marketing and how to stand out in
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a saturated market. This deep dive talks about trust signals, multi-channel marketing and customization strategies. So let's get started.
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Welcome back for another deep dive.
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You know today we're really kind of strapping on those digital thinking caps and exploring the future of
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cyber security marketing. Oh, that sounds interesting.
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And our guide today is going to be a recent report from the Byer Company and it's called cyber security marketing trends for 2025.
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Now these guys are
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a leading digital marketing agency, so they really kind of have their
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finger on the pulse of how companies are connecting with their audiences. Yeah, they're the ones to listen to for sure. Exactly. And in cyber security, well things are you know, they're changing fast. Yeah
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It really is a fascinating landscape if you think about it. You've got
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increasingly sophisticated threats. I mean, you've got things like ransomware that can just lock up entire companies, right?
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And then weaknesses in those global supply chains that we all rely on. Oh, yeah, and then even and this is kind of crazy.
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Even deep fakes being used to trick people. Deep fakes. Deep fakes. Yeah. Okay, now hold on. For those who haven't encountered that term yet, what are deep fakes?
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Deep fakes are essentially videos where someone's face is digitally altered to make it look like they're saying or doing things
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they never actually did. Super convincing fishing campaigns. Wow. Uh-huh. And then on the other side of this, you've got security decision makers who are getting more and more savvy, right?
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These are the people buying cyber security solutions, right? And they're not just looking at a list of features in a price tag anymore. Right. They're not going to just take your word for it anymore. No, not at all. They're doing their research. They're comparing solutions. And they want to know exactly how
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what you're selling will protect them specifically them. It makes sense. It makes a lot of sense. They really want to see that proof of return on investment. Yeah.
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The buyer company report really emphasizes that if companies cling to the old ways of marketing, you know, just playing up fear and generic messaging, there you be in trouble.
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So what's the solution? What are we supposed to do? Well, so the buyer company calls out data driven personalization as a major trend. Okay, what does that mean?
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Imagine instead of getting a generic sales pitch, a cyber security company approaches you with a solution tailored to your specific needs. So they've done their homework. They know who I am. They've done their homework. Yeah. Okay. But how do they figure out what those needs are? I mean, it's not like they're reading my mind.
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Well, in a way they are. Oh, the report talks about intent data. This means they're tracking what potential customers are searching for online, what they're reading, what problems they're trying to solve.
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So like that's kind of like when you search for something online and then suddenly you start seeing ads for it everywhere, but on a much more sophisticated level.
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Absolutely. And it's not just about serving up ads. It's really about, um, they're using this information to craft entire campaigns that deliver the right message at the right time.
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So it's all about being like super targeted, targeted relevant. But here's the thing. Cyber security is all about trust.
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Yes. How do these companies earn that trust when people are already so wary of data breaches and privacy concerns? That is a great question. And buyer company addresses this directly in their report. Okay. Good.
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They say it's all about building credibility. And they actually use this really cool term. They call it trust signals.
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Oh, I like that trust signals. Yeah. Uh-huh. So what would make you trust a cyber security company? Think about that for a minute.
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They suggest showcasing things like customer testimonials from let's say well-known companies. Right.
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Security certifications from independent organizations. You know, badges showing they comply with industry standards, things like that.
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So it's not just about saying trust us. It's about showing that other people already do. Exactly. And they even say don't forget about thought leadership content.
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Like what? Creating high quality articles, white papers, research reports, things that really position the company.
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As a true expert in the field. Yeah. People are more likely to trust a company that's known for its knowledge, especially in a field as, I don't know, as complex as cybersecurity.
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Okay. So we've got personalization and trust. What's next? What's the next big thing kind of shaking up this cybersecurity marketing world?
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Well, the report points to and it's a mouthful multi channel engagement. Okay. It's about moving beyond just having a website and maybe some social media posts.
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It's about using a mix of platforms and content formats. Like what? To reach your audience where they are.
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So we're talking webinars or we're talking podcasts, podcasts, interactive demos. Oh, wow. Even things like in-person events.
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The key is to understand your target audience and be present where they spend their time.
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That's a lot to juggle. I'm getting overwhelmed just thinking that.
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But you're not alone. Don't worry. Bire company recognizes that. They actually share some really interesting case studies in the report.
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Oh, cool. For example, they highlight how a company called Fire Eye, which specializes in threat intelligence and incident response,
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use intent data, not just for marketing, but also to identify businesses that were at a high risk of a specific type of attack.
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They then proactively reached out to offer help and support.
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So they were using data not just to sell, but to actually protect people. Exactly. That's pretty impressive.
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It is. And it goes beyond just the immediate benefit, right? It positions them as thought leaders.
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And it kind of establishes a relationship that can lead to future business.
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Makes sense. Right. This multi-channel approach sounds like a lot of work, but it does sound like the potential payoff is huge.
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You know, I'm still curious, though. How do they keep track of it all? Are they just like manually managing everything?
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Not at all. Bire company emphasizes the importance of technology here.
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Marketing automation and CRM systems are really crucial here. They help streamline and automate many of the tasks
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involved in managing multi-channel campaigns. So it's like having a digital assistant who can handle all the behind the scenes work.
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Exactly. It allows marketers to focus on the strategy and the creative aspects,
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you know, while the technology takes care of the day-to-day grind.
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That makes a lot of sense. You know, it's interesting how much emphasis buyer company puts on data and technology.
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Yeah. Which I mean, makes sense, but it also makes me wonder if there are other important factors they might be overlooking.
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That's a great point. The report does a fantastic job of highlighting those key trends and tactics.
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Yeah. But it's always valuable to consider the bigger picture.
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Okay. Right. Right. For example, we can't ignore the impact of evolving privacy regulations
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and the growing demand for data transparency.
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Right. People are becoming more aware and concerned about how their data is being used.
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They are. And companies need to be sensitive to those concerns.
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Absolutely. Transparency is key. And we also can't forget about, you know, the human element.
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Absolutely. Ultimately, cybersecurity is about protecting people.
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People. Not just data or systems. That's a really good point. It seems like there's so much more to explore here.
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Yeah. What are some of the, I don't know, other things that come to mind when you think about the future of cybersecurity marketing?
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Well, for me, it's the role of storytelling and emotional connection because at the end of the day,
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we're not just marketing to businesses, we're marketing to people.
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Right. And people are driven by emotions, stories that resonate with their experiences.
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Exactly. So how can cybersecurity companies incorporate storytelling into their marketing efforts?
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How can they connect with audiences on a human level and make cybersecurity feel less abstract and more relatable?
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That's interesting. I like that. It's something I think about a lot.
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It feels like there's a whole other layer to this conversation that we need to unpack.
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Yeah. Definitely dive into that more later. Looking forward to it.
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You know, before we kind of got sidetracked there, you mentioned the human element of cybersecurity marketing.
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Yeah.
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And I've been kind of thinking about that ever since.
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Yeah, me too. I completely agree that storytelling and emotional connection are so important,
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especially in a field that can sometimes feel very technical and, I don't know, abstract.
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Yeah, it's easy to get caught up in the data and the tech.
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But at the end of the day, cybersecurity is all about protecting people.
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Yeah. And people connect with stories, right? They want to understand how these solutions are going to
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impact their lives, their businesses, their families. So how can cybersecurity companies actually use
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storytelling in their marketing? What does that look like?
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Well, one powerful approach is to share customer success stories.
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Okay.
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Imagine a small business owner whose entire operation was nearly crippled by a ransomware attack.
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But thanks to this particular cybersecurity solution,
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they were able to recover really quickly and avoid disaster.
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Yeah. That kind of story, I think, would definitely resonate with other small business owners
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who might be feeling vulnerable.
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Exactly. It makes the threat real.
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But it also shows that there are solutions out there that can help.
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And it highlights the human cost of these cyber attacks.
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Right. It's not just about losing data.
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It's about losing livelihoods, disrupting lives, causing, you know, real emotional stress.
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Right. Exactly.
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And these stories don't have to be all doom and gloom either.
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Yeah, they can be hopeful.
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They can be hopeful and powering.
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Yeah.
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How about a story about a hospital that successfully
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fended off a sophisticated cyber attack?
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You know, thanks to their robust security posture.
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That would inspire confidence.
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It shows that it is possible to stay ahead of the bad guys.
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Great.
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It's exact.
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It's about showcasing the positive impact that cybersecurity can have.
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Right.
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Not just preventing disasters,
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but enabling businesses to innovate, to grow, and thrive in this increasingly digital world.
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I'm also thinking about how storytelling can be used
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to humanize the cybersecurity industry itself.
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Oh, yeah.
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It's easy to think of cybersecurity as just like code and algorithms and, you know,
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right, ones and zeros.
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Ones and zeros, right.
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But there are real people behind those technologies.
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There are.
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And showcasing those people I think is a great way to build trust and connection.
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Instead of just talking about the features of a product,
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let's meet the engineers who designed it.
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Yeah.
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The researchers who discovered the vulnerabilities that it protects against, you know.
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Yeah.
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The security analysts who work tirelessly to keep our data safe.
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Yeah, it's like giving people a peek behind the curtain
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and showing them the passion, the expertise, and the dedication that goes into
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creating these solutions.
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Exactly.
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And it helps to break down those stereotypes of cybersecurity professionals as being
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cold, technical, inaccessible.
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Right.
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Right.
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It makes them seem more relatable, more human.
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Yeah, more human.
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And that can make a huge difference in building trust, especially for people who might be,
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you know, intimidated by the technical aspects of cybersecurity.
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Makes sense.
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Right.
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It shows that cybersecurity is ultimately about people protecting people.
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That's a good point.
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And that actually brings us to another important aspect of the human element,
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I think, in cybersecurity marketing, which is education.
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Yeah.
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You know, cybersecurity is not just the responsibility of IT departments or
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cybersecurity professionals.
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Right.
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It's everyone's responsibility.
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It is.
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And that means that companies need to go beyond just marketing their products and services,
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I think, and take on a role as educators.
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I think you're exactly right.
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They need to provide resources and guidance to help individuals and organizations
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understand this evolving threat landscape and make informed decisions about their security.
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Right.
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So this could involve creating educational content, like blog posts, articles, videos,
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or even things like interactive quizzes that make learning about cybersecurity
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fun and engaging.
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Yeah, make it accessible.
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Right.
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Accessible to a wide audience, regardless of their technical expertise.
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Exactly.
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Make it fun.
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Make it fun.
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They could also host webinars or workshops,
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you know, that provide practical tips and best practices for staying safe online.
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All great ideas.
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And by positioning themselves as trusted sources of information,
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cybersecurity companies can build stronger relationships with their customers
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and really help create a more secure digital world for everyone.
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Right.
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We talked earlier about how personalization is like such a key trend in cybersecurity marketing.
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Yeah.
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I wonder if there's a way to kind of combine that with this educational approach.
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Absolutely.
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Yeah.
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Imagine a cybersecurity company that not only tracks that intent data to understand what
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their potential customers are interested in, but also uses that information to deliver
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personalized educational content.
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Oh, okay.
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So like if someone is searching for information about ransomware, they might receive an email
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with a link to a free webinar on ransomware prevention.
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Yeah.
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Or if they're reading articles about phishing scams, they might get a pop-up offering a free guide to,
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you know, recognizing and avoiding phishing attacks.
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Exactly.
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It's about meeting people where they are and providing them with the information they need
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at the moment they need it, right?
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Yeah.
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It's all about being proactive and relevant, rather than reactive and intrusive.
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I like that.
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And it goes beyond just marketing, right?
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Yeah.
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It's about building a culture of cybersecurity awareness and empowering individuals to take
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ownership of their online safety.
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I love that.
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It feels like removing beyond just selling products and services and toward a more holistic
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approach to cybersecurity.
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A more holistic approach.
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I like that.
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It's about creating a shared responsibility for security and building a more resilient digital
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ecosystem for everyone.
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You know, this conversation has been so insightful, but it's also raised a lot of new
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questions in my mind.
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We've talked a lot about the tactics and strategies of cybersecurity marketing,
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but I'm wondering about the bigger picture.
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Okay.
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What are the potential, I don't know,
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unintended consequences of some of these trends?
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That's a really important question.
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We can't just assume that all of these advancements are inherently good.
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Right.
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We need to be mindful of the potential downsides,
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and I think, think critically about the ethical implications.
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For example, we talked about intent data.
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Yeah.
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And how it can be used to personalize those marketing messages.
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Huh.
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But there's also the potential for that data to be misused or to create like echo chambers,
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where people are only exposed to information that reinforces their existing beliefs.
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Yeah, that's a valid concern, and it really highlights the need for transparency.
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And ethical guidelines around the collection and use of data.
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Right.
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Companies need to be upfront about what data they're collecting, how they're using it,
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and what steps they're taking to, you know, to protect people's privacy.
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I agree.
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Absolutely.
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And we also need to be aware of, I don't know, the potential for these technologies to be used
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for malicious purposes, right?
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Hey, of course.
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I mean, we've already seen how deepfakes can be used to spread misinformation,
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and so discord.
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Exactly.
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And as these technologies become more sophisticated,
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the potential for harm only increases, it seems like.
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Well, it's like a constant arms race between the good guys and the bad guys.
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Yeah, and that race isn't just technological.
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No.
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It's also about education and awareness.
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Yes.
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The more people understand about cybersecurity threats and best practices,
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the less likely they are to fall victim to these attacks.
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So it's not just about building better security tools.
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Right.
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It's about building a more informed and empowered user base.
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Exactly.
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Cyber security is a shared responsibility, and we all have a role to play
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in creating a safer digital world.
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We do.
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This is all giving me a lot to think about.
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We've covered so much brown today.
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Yeah, I wish.
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From the evolving threat landscape to the need for personalization and trust building,
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the importance of multi-channel engagement,
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the power of storytelling and education,
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and even the potential ethical considerations.
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It's a complex and constantly evolving field.
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It is.
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But I think we've managed to unpack some of the key trends and insights that are shaping
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the future of cybersecurity marketing.
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Before we, I guess, go on.
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I want to touch on one more thing that's been on my mind.
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Okay.
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We've been focusing on kind of the external aspects of cybersecurity marketing.
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Yeah.
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How companies connect with their audiences and build trust.
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Right.
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But I'm also curious about the internal side of things.
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That's an interesting perspective.
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What do you mean by the internal side?
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Well, I'm thinking about the role of company culture and employee training
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in creating a strong security posture.
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You know, it's one thing to market yourself as a cybersecurity leader,
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but it's another thing to actually live and breathe those values
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internally.
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Yeah.
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I mean, a company's internal security practices
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can have a huge impact on its reputation and credibility.
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Exactly.
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If a company suffers a major data breach because of, let's say,
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lacks internal security measures, it's going to be hard for them to convince
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customers that they can be trusted to protect their data.
00:16:50 - 00:16:51
Right.
00:16:51 - 00:16:52
So it's not just about marketing.
00:16:52 - 00:16:53
It's about walking the walk.
00:16:53 - 00:16:54
Exactly.
00:16:54 - 00:16:58
Companies really need to invest in employee training
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and awareness programs
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to ensure that everyone understands their role in maintaining a strong security posture.
00:17:05 - 00:17:10
It's about creating a culture of security where everyone feels empowered to identify and report
00:17:10 - 00:17:11
potential threats.
00:17:11 - 00:17:12
Right.
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And that culture needs to start at the top.
00:17:14 - 00:17:14
Okay.
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Leaders need to set the tone and demonstrate their commitment to cybersecurity
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through their actions and decisions.
00:17:21 - 00:17:25
I'm starting to realize that cybersecurity marketing is not just about selling products
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and services.
00:17:25 - 00:17:26
No.
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It's about promoting a mindset.
00:17:27 - 00:17:28
A mindset.
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A way of thinking about security that permeates every aspect of a company's operations.
00:17:33 - 00:17:35
I think you've hit the nail on the head.
00:17:35 - 00:17:35
Yeah.
00:17:35 - 00:17:40
It's about integrating security into the very DNA of the organization.
00:17:40 - 00:17:44
This has been such a fascinating and thought-provoking conversation.
00:17:44 - 00:17:45
It has.
00:17:45 - 00:17:48
I feel like we've barely scratched the surface of this topic.
00:17:48 - 00:17:48
Yeah.
00:17:48 - 00:17:53
But we've definitely uncovered some valuable insights into the future of cybersecurity marketing.
00:17:53 - 00:17:54
I agree.
00:17:54 - 00:17:57
What are some final thoughts you'd like to leave our listeners with?
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Well, I'd say that the future of cybersecurity marketing is full of possibilities.
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But it also comes with its share of challenges.
00:18:05 - 00:18:06
Yeah.
00:18:06 - 00:18:09
As technology continues to evolve in an unprecedented pace,
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we need to stay vigilant, adaptable, and always willing to learn and grow.
00:18:16 - 00:18:16
I like that.
00:18:16 - 00:18:21
And we need to remember that at the heart of it all, cybersecurity is about people.
00:18:21 - 00:18:21
Yeah.
00:18:21 - 00:18:27
It's about protecting people, empowering people, and building a more secure digital world for everyone.
00:18:27 - 00:18:28
I love that.
00:18:28 - 00:18:29
It's a good mission.
00:18:29 - 00:18:29
Right.
00:18:29 - 00:18:29
Yeah.
00:18:29 - 00:18:30
It is.
00:18:30 - 00:18:33
So I guess we'll take a quick break together.
00:18:33 - 00:18:37
I thought so when we come back, we'll wrap up our deep dive with some key takeaways
00:18:37 - 00:18:40
in a final provocative thought to leave you pondering.
00:18:40 - 00:18:40
Sounds good.
00:18:40 - 00:18:42
Welcome back to our deep dive.
00:18:42 - 00:18:45
Was we kind of get ready to wrap things up here?
00:18:45 - 00:18:47
I want to shift gears a bit.
00:18:47 - 00:18:47
Okay.
00:18:47 - 00:18:49
Talk about something that's been on my mind this whole time.
00:18:49 - 00:18:50
All right.
00:18:50 - 00:18:50
I'm listening.
00:18:50 - 00:18:55
We've talked a lot about how cybersecurity companies can adapt their marketing strategies.
00:18:55 - 00:18:55
Yeah.
00:18:55 - 00:18:56
What about the consumers?
00:18:56 - 00:18:56
Yeah.
00:18:56 - 00:18:57
That's a good point.
00:18:57 - 00:19:01
What does all of this mean for how we navigate this digital world?
00:19:01 - 00:19:02
Right.
00:19:02 - 00:19:04
I mean, it's easy to get caught up in the business side of things.
00:19:04 - 00:19:09
But cybersecurity ultimately impacts all of us as individuals.
00:19:09 - 00:19:10
It really does.
00:19:10 - 00:19:12
And as consumers, I think we need to become more discerning,
00:19:12 - 00:19:16
more aware of the tactics being used to reach us.
00:19:16 - 00:19:20
So it's not just about being aware of fishing scams and malware anymore.
00:19:20 - 00:19:21
Not anymore.
00:19:21 - 00:19:25
It's about understanding how our data is being collected and used.
00:19:26 - 00:19:29
How algorithms are shaping our online experiences.
00:19:29 - 00:19:32
How marketing messages are being tailored to our individual preferences.
00:19:32 - 00:19:35
It's about being an informed and empowered consumer.
00:19:35 - 00:19:35
Exactly.
00:19:35 - 00:19:36
Yeah.
00:19:36 - 00:19:39
And that means asking questions, doing our research,
00:19:39 - 00:19:43
being critical of the information that we're presented with online.
00:19:43 - 00:19:47
It also means being mindful of our own online behavior right.
00:19:47 - 00:19:50
Think about the information you share on social media.
00:19:50 - 00:19:52
The websites you visit, the searches you conduct,
00:19:53 - 00:19:56
all of that data contributes to your digital footprint
00:19:56 - 00:19:58
that marketers are using to target you.
00:19:58 - 00:20:00
So it's a two-way street.
00:20:00 - 00:20:04
We need to be aware of how companies are using our data,
00:20:04 - 00:20:08
but we also need to be responsible stewards of our own digital identities.
00:20:08 - 00:20:09
Absolutely.
00:20:09 - 00:20:12
And I think this awareness, this critical thinking,
00:20:12 - 00:20:17
is going to become even more important as technologies like artificial intelligence
00:20:17 - 00:20:19
and machine learning continue to advance.
00:20:19 - 00:20:19
Right.
00:20:19 - 00:20:24
We talked earlier about the potential for AI to be used to personalize marketing messages.
00:20:24 - 00:20:27
What happens when AI becomes so sophisticated
00:20:27 - 00:20:30
that it can predict our behaviors and influence our decisions
00:20:30 - 00:20:31
without us even realizing it?
00:20:31 - 00:20:32
I don't know.
00:20:32 - 00:20:34
That's a question that keeps me up at night sometimes.
00:20:34 - 00:20:34
Me too.
00:20:34 - 00:20:36
You know, it's the stuff of science fiction,
00:20:36 - 00:20:38
but it's also becoming increasingly realistic.
00:20:38 - 00:20:41
It raises all sorts of ethical questions
00:20:41 - 00:20:43
about privacy manipulation free will.
00:20:43 - 00:20:44
Yeah.
00:20:44 - 00:20:45
It's a little scary.
00:20:45 - 00:20:49
And it highlights the need for ongoing conversations and debates
00:20:49 - 00:20:53
about how to develop and deploy these technologies responsibly.
00:20:53 - 00:20:56
So as consumers, we need to stay informed,
00:20:56 - 00:20:59
engaged, and involved in these conversations.
00:20:59 - 00:21:02
We can't just passively accept whatever the tech giants throw at us.
00:21:02 - 00:21:03
Right.
00:21:03 - 00:21:04
We have to take control.
00:21:04 - 00:21:07
We need to demand transparency, accountability,
00:21:07 - 00:21:09
and ethical considerations.
00:21:09 - 00:21:12
This has been such an eye-opening deep dive.
00:21:12 - 00:21:15
I think it's clear that the future of cybersecurity marketing
00:21:15 - 00:21:18
is full of possibilities, but also some potential pitfalls.
00:21:18 - 00:21:19
It is.
00:21:19 - 00:21:20
It's a balancing act.
00:21:20 - 00:21:23
And it's up to all of us, both as businesses and as individuals,
00:21:23 - 00:21:26
to shape that future in a way that benefits everyone.
00:21:26 - 00:21:26
I agree.
00:21:26 - 00:21:29
So as we wrap up, I want to leave our listeners
00:21:29 - 00:21:31
with a final thought, kind of ponder.
00:21:31 - 00:21:33
You know, as technology continues to blur the lines
00:21:33 - 00:21:35
between the physical and digital worlds,
00:21:35 - 00:21:37
how will cybersecurity marketing evolve?
00:21:37 - 00:21:39
Oh, that's a good one.
00:21:39 - 00:21:41
Will it become more integrated into our daily lives?
00:21:41 - 00:21:44
Will it become even more personalized and targeted?
00:21:44 - 00:21:48
Or will there be a backlash against data collection and surveillance?
00:21:48 - 00:21:52
These are just a few of the questions that I think we need to be asking ourselves
00:21:52 - 00:21:54
as we navigate this uncharted territory.
00:21:54 - 00:21:55
Excellent questions.
00:21:55 - 00:21:59
And I encourage everyone to, you know, continue exploring this topic
00:21:59 - 00:22:00
and engaging in these conversations.
00:22:00 - 00:22:05
And if you're interested in delving deeper into the trends and strategies we discuss today,
00:22:05 - 00:22:09
be sure to check out the full report from buyer company,
00:22:09 - 00:22:11
Cybersecurity Marketing Trends for 2025.
00:22:11 - 00:22:13
We've got it linked in the episode now.
00:22:13 - 00:22:14
It's a great report.
00:22:14 - 00:22:15
Yeah, it is.
00:22:15 - 00:22:18
Thanks for joining us on this deep dive into the world of cybersecurity marketing.
00:22:18 - 00:22:20
It was a pleasure being here.
00:22:20 - 00:22:24
Until next time, stay curious, stay informed, and stay secure.
00:22:24 - 00:22:28
Reach out to us at jbuyer.com for comments and questions.
00:22:28 - 00:22:31
Follow us at buyer company on social media.
00:22:31 - 00:22:36
And if you'd be so kind, please rate and review us in your podcast app.