CUSTOMER DATA

Marketing-security partnerships must keep customer data secure

By our African Marketing Confederation News Team | 2024

Despite most CMOs believing such partnerships are vital, about a third of these collaborations are not effective, new report states.

Almost 80% of chief marketing officers believe the marketing-security partnership is very important to maintaining and securing customer data for competitive advantage. Despite this belief, a third of these partnerships are not collaborating effectively.

Photo by Andrea Piacquadio from Pexels

 

This is according to ‘Marketing & Data Security: The Unlikely Brand-Building Partnership’, a report produced by the US-based CMO Council in association with professional services network KPMG. 

 

The study examines the marketing and security relationship, and how marketing leaders can preserve brand reputation amidst rising data privacy and security concerns. 

 

Given that a third of these partnerships lack effective collaboration, the CMO Council believes this represents an opportunity for marketers and security professionals to deepen their collaboration by overcoming hurdles such as misaligned priorities, inadequate understanding of roles, and lack of communication. 

 

Among the key findings of the report: 

 

  • 79% of marketing leaders say the marketing-security partnership is extremely (44%) or very (35%) important to acquire, maintain and secure customer data for competitive advantage. 

 

  • 33% of marketing-security partnerships are not collaborating effectively.  

 

  • 84% of marketing leaders say AI and machine-learning initiatives pose a growing security threat. 

 

  • 32% of less collaborative marketing-security partnerships communicate only during a crisis. 

“A strong marketing-security partnership preserves brand reputation in an environment rife with privacy concerns; proving a strong security commitment can also help build the brand,” says Donovan Neale-May, Executive Director of the CMO Council.  

 

“Conversely, a weak partnership can lead to data disasters, which will erode brand reputation as well as customer and employee trust.” 

 

Unlocking a modern marketing strategy requires alignment and collaboration between marketing, security and other C-suite peers, according to the study.  

 

The researchers say that to strengthen the CMO-CISO (chief information security officer) partnership, CMOs should:  

 

  • Understand the widespread impact that the marketing-security partnership has on your business, both internally and externally. 
  • Get granular when determining what efforts to take to ensure data protection. 
  • Prepare to be at the forefront of AI by acutely examining their data collection, storage and usage across functions. 
  • Invest in training and education to improve understanding of roles and responsibilities between marketing and security to make communicating easier and more frequent. 

“While marketing departments want to use AI, customer behavioural data, and the Internet of Things to personalise customer interactions, they pose significant security risks,” says Bret Sanford-Chung, Managing Director, Marketing Advisory at KPMG in the US. 

 

“However, marketing and security can preserve brand reputation, ensure data-driven decision making, and deliver better customer experiences by collaborating on data security and marketing strategies.” 

 

Adds Sanford-Chung: “It is important to invest in training and education to improve understanding and communication between marketing and security.” 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.