Effective Digital Channel Marketing for Cybersecurity Solutions

Mika Westerlund,Risto Rajala

doi:10.22215/timreview/836

Mika Westerlund, Risto Rajala

Open Access

https://doi.org/10.22215/timreview/836

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Abstract

IntroductionAccording to The 2112 Group (2014), the volume and severity of cyber-threats and malware represent the second highest operational risk for small and midsized businesses, behind only economic uncertainty. Yet, four out of five such businesses have no cybersecurity plans, meaning there is a substantial market opportunity for cybersecurity providers. One of the most

Highlights

According to The 2112 Group (2014), the volume and severity of cyber-threats and malware represent the second highest operational risk for small and midsized businesses, behind only economic uncertainty
The results suggest that relational benefits (H1; β=.26, p
The results of this study showed that two types of benefits determine the effectiveness of a cybersecurity supplier’s digital channel marketing: relational and functional

Summary

Introduction

According to The 2112 Group (2014), the volume and severity of cyber-threats and malware represent the second highest operational risk for small and midsized businesses, behind only economic uncertainty. Valueadded resellers are systems integrators that can work either with a single vendor that offers most of the technology needed to build end-to-end offerings, or multiple vendors to integrate and craft more comprehensive solutions. Many value-added resellers prefer working with a single vendor, a growing number show better returns by creating holistic solutions using multiple “best-of-breed” technologies (The 2012 Group, 2014). Given that value-added resellers have choices in sourcing, assembling, and deploying hardware and software solutions for customers, cybersecurity suppliers need to build brand awareness to maximize the popularity of their products as a part of the reseller's total solutions

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Conclusion