While most professionals in the marketing world are looking to make a huge splash with their creative ideas, for a cyber security marketing campaign that isn’t always the best idea.
In our opinion, some of the most impressive cyber security marketing campaigns are the ones that you’re not actually that conscious of. They happen in the background, and although you’ve probably seen hundreds if not thousands of them, you’d be hard pressed to pick one out.
But we’ve all seen them. Whether it’s encouragement to update your password, remove autofill, or change your WiFi login habits, they are out there.
These are nudge marketing campaigns and they do exactly what they say on the tin – nudge you into different behaviour.
What is nudge theory?
Nudge theory is the idea that you can create big changes in behaviour with small nudges, and it became popular when Cass Sunstein and Richard Thaler published a book called Nudge. The legal scholar and the economist realised that governments could make positive changes in their populations without necessarily bringing in laws to force people to change behaviour.
Instead, they could make nudge changes in their lives that would gently and unobtrusively push them towards the desired behaviour.
If this all sounds a little too Truman Show, think about this: when was the last time you received a text message reminding you to book a dental checkup, or a haircut, or similar?
It’s a small nudging action, but it can massively increase take-up of repeat appointments. No one would appreciate it being a criminal offence not to get your teeth checked every few years, but the NHS would benefit if people took better care of their teeth.
Can you use nudge theory for B2B cyber security marketing campaigns?
We think so. Of course, if you are looking to influence a more B2B audience, you will need to think differently too. One nudge can be enough to change the way an individual B2C person uses technology, but the purchasing cycle for cyber security in the B2B world means that one nudge at one time on one person won’t truly affect change.
The behavioural patterns are different, with different drivers moving people towards a decision. The purchasing cycle is so long that you need to be determined with your approach to your cyber security marketing campaign and think more long term.
So how to bring cyber security marketing campaigns and nudge theory together?
Here at OggaDoon HQ, we think there are four clever ways you can do this:
Inform and educate
This cyber security marketing campaign looks not to sell directly, but instead make your target customer more aware that there is a problem they are facing and that there are options available to them to solve it. This style of campaign is used far more in emerging technologies, because the industry itself may not even realise what the technology can do and how it could be benefiting them.
A campaign that inspires is often tied to your business values and vision, rather than your product – so if you want to create a cyber security marketing campaign that inspires, think about the values that you and your target audience share. How can you show them that you care about those values? How do those values express themselves in their industries?
This style of campaign is perfectly designed for the cybersecurity industry: there are so many challenges coming from hackers, malware, trojan horses and more, and so challenging your audience to up their game is a great way to craft a cyber security marketing campaign. However, you will need to be careful not to be too direct – you don’t want your audience to feel as though they are being lectured or frightened.
Actually provide solutions
Most of our clients want to jump straight to this kind of cyber security marketing campaign but in most cases, it should be the fourth campaign you run after you have educated, inspired, and challenged. Now it’s finally time to talk a little more specifically about the solutions you offer, and why they should be signing a contract with you.
We know that cyber security needs to be different in its approach to marketing campaigns. What works for other industries doesn’t work here, and introducing nudge theory to your cyber security marketing campaign is a great way to create a point of difference.
It’s also exactly what we deliver. Talk to us to find out more, and we can start crafting your cyber security marketing campaign now.