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How Modern Marketers are Using Technology to Learn from Target Audiences

Marketers are continually challenged in the modern marketplace. Whereas marketing used to be a very internal, company-controlled business strategy, the digital transformation has opened up an entirely new realm of marketing possibilities. Companies across the world are now developing dynamic and interactive corporate identities in their online spaces.

Furthermore, that identity is largely shaped by customer interaction. Social media networking allows corporations to be ‘humanized’ and followers are able to engage directly, providing praise, feedback or grievances. In order for any modern business to remain competitive, companies must work with and learn from their customer base in order to better shape brand messaging, product development and organizational culture.

Industry Transformation: How Marketers Are Realigning Themselves for the Future  

With this new, digital marketing universe upon us, marketers are looking for the best ways to optimize online connections with consumers. Determining the best ways to learn from audience interaction to build strong, resonating corporate identities is a top priority for any modern marketer whose paying attention.

The Association of National Advertisers (ANA) established the Masters Circle, an elite program that brings together America’s top marketers, to tackle some of the toughest challenges faced in corporate tech-marketing. Recently the ANA facilitated a chat-series with marketing giants, in hopes of highlighting the key challenges and opportunities that marketers face.

Let’s check out how leading corporate organizations are adapting to a completely new marketing landscape:

Consumer-Oriented, On-Demand Business Models

Now more than ever, customers want services on demand. The internet has made it easier than ever for consumers to get what they want, when they want it, often from the comfort of their own home. For consumers, modern commerce has to be convenient. However, convenience looks different to every consumer.

This means that modern-day marketers need to get to know their customers and build on-demand business models that cater to client preferences. Furthermore, it’s important to understand the different preferences of different target markets. An on-demand business model for Millennials will look much different than an on-demand business model for Baby Boomers. Building consumer profiles for all the targets you wish to reach will help you build on-demand business models that reach consumers on their terms.

Innovative Marketing Technologies

Technology is revolutionizing the way countless companies do business. In terms of marketing strategy, organizations should be utilizing tech innovation to strengthen their connection with consumers. The relationship between IT and marketing is much closer today than it ever has been before, and companies of all shapes and sizes should be capitalizing on that reality.

Using technology to better navigate online interactions with consumers offers huge benefits. It allows organizations to be more instant, precise, social and adaptable. Developing tools for online integration and consumer analysis allows business owners to identify trends and adapt marketing strategies to better reach target markets. This offers huge growth potential and allows companies to optimize productivity and better identify profitable opportunities.

Rebuilding the Marketing Skillset

In the past, the marketing strategy was limited to the boardroom. Marketing specialists would come up with the ways they thought consumers would be most effectively reached. However, technological innovation has changed that game entirely. In turn, business owners need to realign their marketing skills tool-kit to optimize customer interaction and make the most out of marketing efforts.

Social media analysis, search engine optimization and digital analytics are a huge part of expanding the marketing skill set. Furthermore, it’s critical for businesses to develop a ‘tech-marketing curriculum’ to help train old and new marketing employees on strategies for successful online marketing.

For traditional marketing specialists who are used to ‘controlling the conversation’, giving up power to the social media jungle can be difficult. However, embracing the online consumer market helps modern marketers optimize influence by developing skill-sets that are data-driven and market-relevant.

Consumer Empowerment & Community Connection

Another key part of the digital marketing revolution is focused on the empowerment of consumers and the championing of community causes. First, empowered consumers who have a say on digital platforms are made to feel as though they’re part of your business team. They’re empowered because they feel like they have a direct influence on the products and services you offer them and the messages you send them. This offers the potential to create a strong bond between the company and consumer and lays the groundwork for loyal, long-standing customer partnerships.

Additionally, going a step further to include a social responsibility strategy in your overall marketing effort offers HUGE benefits. Bonding with consumers to identify community causes they care about allows your company to serve as a champion for these causes. By identifying these causes and using your online platform to support and promote them, you build trust with consumers and position your company as an ally in ‘fighting the good fight.’ Most of all, championing community causes means your company is giving back, and that’s never a bad thing.

Make Marketing Fun Again

Above all, the key to optimizing your marketing strategy in a digital climate is all about bringing the fun back to marketing strategy. Online audiences are led by young, digitally-engaged consumers. So, business owners need to find the ways to excite this consumer base and revitalize some of the older target market groups.

Getting to know your online audiences is a huge part of ensuring your marketing strategies are fun and engaging. Treat your marketing strategy like a craft or an art form. Get diverse and inclusive – work to ensure that all members of your target market can resonate with your messaging. Inspire your target markets to think, dream and act. Most of all – create incentive and include consumers in your process. Engage your consumers and invite them to help you develop products, services, and brand identities that stand out.

Going Forward: Lessons Learned from the ANA Chat Series

All the information above is a summary of the insights provided by key marketing experts from consumer giants like Walmart, Lego, and Facebook. Taking the time to digest these ideas is a critical first step in revitalizing your marketing strategy to meet the demands of the digital marketplace.

No one can say for sure where the marketing world is going because tech innovation is continually evolving the digital marketplace. Therefore, it’s critical for modern-day marketers to stay adaptable and continually work alongside tech development to optimize messaging and maximize target reach.

Change isn’t easy but so long as business owners remain open to evolution, marketing strategies of the future will foster tangible connections with consumers that will help promote corporate growth and profitability. Furthermore, using technology to transform your marketing strategy and optimize your relationship with consumers, lays the foundation for a corporate identity that will stand the test of time.

Grateful for Optimization: Why We’re Celebrating Tech Innovation This Thanksgiving

For today’s business owners, technology is tightly woven into everything they do. A strong IT platform is literally the foundation of every modern business, however, it’s become second nature, so its contributions are often overlooked or undervalued. Professionals become so used to technology being a core part of business operations, that they rarely stop to consider just how big of an impact technology truly makes.

Counting Our Blessings: The Reasons To be Thankful for Business Technology

It goes without saying that if a company’s technology infrastructure were to fail suddenly, operations would halt. This could result in countless business hours and opportunities lost. A strategic and reliable technology system that literally keeps your business functioning? Now that’s something to be grateful for.

However, the real benefits of modern technology go beyond basic functionality and productivity. It’s the way technology has transformed the very business landscape itself that gives professionals the real reasons to be thankful. A huge part of that that innovation has been focused on web optimization in the Cloud.

Have You Thanked the Cloud Lately? Understanding How the Cloud Changed Business

Recent years have seen a surge of Cloud innovation for business. The Cloud has made it easy for businesses to cut costs and optimize processes without making compromises that impact productivity. No matter the size, shape or industry, any business stands to benefit from Cloud migration. Here are the top reasons why:

• CENTRALIZATION OF DATA

The Cloud offers business owners the ability to centralize business apps and data in one, easily accessible and scalable place. Business owners can also take advantage of administrative controls in Cloud platforms. This allows business leaders to keep a finger on the pulse of all business operations in one place.

• STORAGE & BACK UP SOLUTIONS

In the Cloud, business necessities like data storage and backups are simplified and scalable to meet changing needs and growing business demands. Additionally, recent developments in Cloud security tools, making it the safest place to store and backup data.

• ACCESSIBILITY

Increased accessibility is another huge benefit of the Cloud. Increased accessibility allows businesses to transform their approach to collaborating, sharing information and completing projects. Simply put, the Cloud frees employees from the confines of their office, giving them the freedom to work from anywhere at any time.

Tech Innovation Translates into Business Benefit

In terms of actual infrastructure, there are countless Cloud-hosted solutions designed specifically for business. As mentioned, these solutions help centralize and streamline business data and strategically manage mobility and remote access.

Here are some the leading core business tasks that the Cloud optimizes:

• Communication & Collaboration

Having all business applications and data centralized in the Cloud makes it easier than ever for teams to stay connected with clients and colleagues. From dynamic email platforms and strategic tools for real-time collaboration, the Cloud offers an entirely new way to enhance teamwork and keep lines of communication strong.

• Security & Access

Many business owners are wary about migrating to the Cloud because of security concerns. However, Cloud platforms offer business owners a variety of ways to keep lines of defense strong. Cloud platforms are designed with built-in threat detection and alert tools to help business owners stay ahead of threats. Cloud platforms also offer dynamic controls that manage access to mission-critical data and applications, which makes security management a breeze.

• Monitoring & Reporting

Cloud computing platforms also allow business owners to keep a constant finger on the pulse of business functionality and productivity. Dynamic monitoring and reporting tools not only help business owners keep platforms secure, they also help them identify areas for optimization and increase efficiency.

Limitless Potential: Reflecting on the Cloud’s Strategic Benefits

By removing limitations on when and how employees can get work done, businesses can better tailor services to suit the needs of clients. That flexibility is fantastic for business leaders as well. The Cloud increases the ability to address business more immediately, from anywhere with an internet signal. This makes it easier for business leaders to better manage their team, follow up on leads and address urgent issues as they happen.

Even if issues arise outside business hours, the Cloud makes it possible for business leaders to free themselves from their desk and avoid back and forth trips to the office. Requests can be handled from home and on mobile devices, no matter how far from the office you are or what time of day it is. This allows for increased productivity, a streamlining of business resources and frees up time to secure new business. Who isn’t grateful for increased profit margins?

Thanks to the Cloud, boosts to efficiency and productivity have allowed business owners to be much more strategic. Additionally, the Cloud has transformed business operations across countless industries, making the lives of countless professionals easier. In fact, Cloud has become so valuable to business owners, if often makes one wonder what we ever did without it.

Does your company’s IT infrastructure leave you feeling grateful? If not, reaching out to a local technology firm for guidance could transform your approach to business technology.

If your business technology doesn’t make your life easier, it’s time to make a change. Technological innovation is constantly changing the way professionals do business – take advantage and build an IT infrastructure that you and your employees can be thankful for.

We are issuing a warning to businesses to be on the lookout for the “GlobeImposter” or “Fake Globe” ransomware virus, which is once again making headlines. This variant of the ransomware virus has become part of a large-scale email-based campaign that manages to slip past the defenses of some unsuspecting companies.

GlobeImposter, also known as Fake Globe, is distributed through a malicious spam campaign. This can be spotted by it’s a lack of message content and an attached ZIP file. This type of spam is known as “blank slate”. It can also be distributed through exploits and malicious advertising, fake updates, and repacked infected installers.

As with all ransomware, GlobeImposter encrypts the victim’s files, making them irrevocable without payment. Most ransomware has a built-in file extension filter that will leave executable files intact. This variant, however, encrypts all executable files, rendering the system unbootable as a result.

It is vital that we properly educate our clients and provide the right tools to minimize the serious risk at hand.

While antivirus and firewalls are incredibly effective in reducing risk, you need a more robust security solution in place to defend against the increasingly dangerous threat landscape. To be fully protected, companies will need a proper, reliable backup and disaster recovery (BDR) solution with online and offline backup solutions as the ultimate failsafe against successful attacks.

What Your Company Should be Doing to Stay Secure?

Most internet users today share a common burden: managing the passwords for various email accounts, online portals, and social media profiles. However, for business owners, managing passwords is a whole different ballgame. They have to keep track of employee account passwords, email passwords, software program passwords and most importantly, company Wi-Fi controls.

Unfortunately, Wi-Fi passwords often get put on the back burner and are assumed to not be very important in the grand scheme of business responsibilities. However, neglecting Wi-Fi password management in the business setting can leave companies open to massive cybersecurity risks that threaten their livelihood and continuity.

Back to Basics: What is a Wi-Fi Network Password?

A common misconception is that wireless network passwords only involve internet access. In reality, much more than web access is at stake when it comes to wireless network passwords. Wireless broadband routers allow administrators to manage their company networks through a specified account. Anyone who knows this account username and password can log in to the router, which gives them complete access to the router’s features and information about connected devices.

Most manufacturers set up all routers with the same default username and password. The username is often something straightforward like “admin” or “administrator.” The password field follows suit using simple defaults like “password” or “public”. However, users are given the option to personalize and change router passwords from the default settings to customize and better secure networks.

What are the Risks? How Weak Wi-Fi Security Leaves Business Networks Exposed to Risk

It’s incredibly important for business owners to change default passwords when setting up a new router. The default passwords and usernames for leading market routers are well known among hackers and cybercriminals. In fact, this info is often posted publicly on the internet for anyone to find.

If default passwords are left untouched, anyone who comes within signal range of a company’s Wi-Fi router can attempt to log in. If they make it inside, they can change passwords and settings, wreak havoc, shut down the router and hijack the entire company network. While there are limits on a Wi-Fi routers signal reach, in many cases it extends outside the office to surrounding buildings and homes at the very least.

Strategic Protection: How to Better Secure Your Company Wi-Fi Network in Uncertain Times

To avoid the risks outlined above, business owners should have clear and explicit Wi-Fi password SOP’s in place. Implementing hardline policies for managing Wi-Fi security is the best way for business owners to keep company networks on lockdown and safe from invasion.

Here are some strategic considerations to keep in mind when developing Wi-Fi security policies:

• Change default passwords immediately upon install

As mentioned, changing default passwords immediately is critical. To do this, administrators can log into the router’s console with the current password to then set a new, strategic password. Administrators should change the username as well if the router offers this capability.

Also, note that changing the default password to a weak one like “123456” or “password1” does not help. Choose a strong and strategic password that hasn’t been recently used and is difficult to guess.

• Schedule regular password change dates

To maintain network security for the long-term, implement a change of the administrative password periodically. In fact, experts recommend changing Wi-Fi passwords every 30 to 90 days.

Planning password changes on a set schedule help make it a standard practice in your office. It’s also a good standard practice for managing passwords in other areas like email and other online accounts.

• Be Smart with Storage of Passwords and Password Policies

Whatever you do, don’t undermine your efforts to stay secure by storing password policies and login info inconspicuous or easily-accessible places. For this kind of information, it’s probably best to develop and on-paper, hard-copy approach to storage. Storing this information on the company network leaves all of it exposed to potential risk or loss.

Office managers or administrators should have a designated place where a binder of Wi-Fi password information can be kept. The binder should contain password change policies, including dates of previous and upcoming password changes. Additionally, keep a record of recently used passwords as well as a designated section for the current one. This avoids reusing passwords and creates a master log where forgetful employees can look up Wi-Fi security info as needed.

Open Door Policies: Setting up a Secure Guest Wi-Fi Profile to Share Web Access with Customers & Visitors

Another key consideration that business owners need to make in their efforts to manage Wi-Fi security is network use by customers and guests. It’s become second nature for consumers and professionals to assume they can access Wi-Fi while visiting business institutions of all kinds. Providing business visitors and customers with access to the Internet brings many benefits, but if you are going to open your network to guests, security cannot be an afterthought.

Businesses who do not properly manage guest Wi-Fi leave themselves exposed to considerable risk. Visitors on the network could engage in morally or ethically questionable activities on your company network. They may accidentally or deliberately install malware or ransomware, or visit phishing websites. Securing guest Wi-Fi for business visitors will protect visitors and your network, prevent man-in-the-middle attacks, malware downloads and block phishing attacks. Secure guest Wi-Fi also keeps businesses protected from any kind of legal liability.

Here are some tips for creating secure Guest Wi-Fi profiles:

• Implement Network Segregation

Segregating your network is important for two reasons. First, it ensures that visitors will not be able to gain access to parts of the network used by your employees. Your internal network must be totally separate from the network used by customers and guests. It should not be possible for guests to see your network assets, confidential files, and company resources.

Secondly, in the event of a malware infection due to guest web access, network segregation ensures the attack will not spread from the guest network to your internal network. Businesses should implement a network firewall or create a separate VLAN for guest use and use a software firewall to protect servers and workstations from guest network traffic.

• Always Change Defaults

We’ve said it once and we’ll say it again. Changing default passwords and usernames is one of the most basic security practices. However, it’s often the one that’s most commonly forgotten. There are countless reports of data breaches that have occurred because of the failure to change default passwords.

It is also a good idea to change your SSID for your Wi-Fi network. The SSID should reflect the name of your business and it should be quite clear to your customers which is network is yours. Failure to do this makes it easier than ever for hackers and criminals to set up rogue access points and launch man-in-the-middle attacks.

• Stay on Top of Firmware Updates

Like all tech updates, firmware updates are issued for a reason. They patch vulnerabilities that are easily exploited by cybercriminals to gain access to business networks and devices.

If these vulnerabilities are exploited, your business network can be hijacked by malicious individuals. Businesses should have policies in place that require firmware updates to be installed regularly and promptly, with checks performed monthly.

• Encrypt Company Wi-Fi Network Signals

You want to make it as easy as possible for your guest Wi-Fi network to be accessed by your customers and visitors. However, be sure you don’t make it too easy for hackers to spy on individuals connected to your company network.

Encrypt your wireless network with WPA2 encryption. You can then post the SSID and password strategically to make it as easy as possible for legitimate guest users to access the network.

• Filter Content

Managing and securing guest Wi-Fi also involves implementing and managing controls over the content that can be accessed on your Wi-Fi network. Content filtering is a must for any business offering guest Wi-Fi capabilities. Access to any kind of adult content should be blocked, including: pornography, gambling sites and other web content that is ethically or morally questionable.

Content filtering solutions will also protect your customers from accidental malware and ransomware downloads while blocking phishing websites. Consider using a cloud-based web content filter as they require no additional hardware purchases and allow for remote monitoring.

Increased internet access is without a doubt making life easier for businesses and consumers alike. Access to the information highway is great, but businesses especially need to be aware of the threats posed by anytime, anywhere Wi-Fi access. Keeping business networks dynamically secure with strategic passwords should be at the top of the priority list for any modern business.

Protecting your company’s continuity means protecting your company network. Phoenix Technologies has helped countless businesses implement security strategies that keep Wi-Fi networks dynamic and secure.