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Boom in digital marketing to present new security challenges

KP Unnikrishnan, Regional Marketing Director at Palo Alto Networks, Asia Pacific & Japan | Feb. 2, 2016
In the days ahead, along with the pressure to create ROI, organisations will also need to improve their security outlook to keep threats at bay, advises KP Unnikrishnan of Palo Alto Networks.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

As consumers in Asia Pacific spend more and more time online and on social media, marketing managers are re-thinking strategies on ways to reach consumers, track their online activities, produce engaging campaigns and improve return on investment (ROI) on digital platforms.

Asia Pacific leads the global market in terms of online media spend. According to a report by advertising media agency Carat in 2015, Asia Pacific was leading the charge with a growth rate of over 20 percent.

As with any technology advancement, security threats are never far behind. In the days ahead, along with the pressure to create ROI, organisations will also need to improve their security outlook to keep threats at bay.

What to expect in 2016?
There is no better time than the beginning of the year to look at some of the emerging trends in online marketing. We are seeing a number of key trends which are set to dominate the space in 2016, including the continued popularity of mobile and app culture, along with key technological developments across innovative areas like the Internet of Things (IoT), virtual reality, optimisation and wearables.

Along with this burst of new trends, we can expect changes within existing digital marketing channels. A study conducted by Mondo, a technology and digital marketing resourcing provider, says that 59 percent of respondents consider email as the most valuable channel in driving customer engagement today but it will drop to 55 percent in the next 3-5 years. Email will be overtaken by mobile and video. Below are some compelling trends within digital media:

  • ▪    Mobile: 24 percent current and 70 percent in the future (next 3-5 years)
  • ▪    Video: 13 percent currently and 61 percent in the future (next 3-5 years)
  • ▪    Social: 38 percent currently and 49 percent in the future (next 3-5 years)

Even as marketers look to extract more value from these emerging channels, cyber criminals are watching these trends as potential avenues for business. Three key trends that stand out as potential security issues are: the explosion of apps as a replacement for regular websites, the emergence of virtual reality, and the expansion of wearable technology.

Let's take a closer look at just how each of these three trends could impact web-based attacks in 2016.

Explosion of apps
There are apps for everything from accounting to social media management, and more are popping up every day. App usage in Asia-Pacific also continues to soar with consumers spending more time within functional mobile applications such as messaging services, news, productivity and games. Jumping onto this bandwagon are marketers who are creating unique tailored-made app experiences to draw consumers into spending more time interacting with their branded content.


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