Study: Few marketers act on security concerns

The CMO Council announced this week that a survey it commissioned found that while the majority of marketers are increasingly concerned about how information security affects their brands, few of them act on these concerns.

Sponsored by Symantec and Factiva, CMO Council's "Secure the Trust of Your Brand" report included results from a survey that polled 250 top marketing executives and found that while awareness around IT security is growing, messaging and marketing communications around the subject is not.  

The survey found that 80 percent of respondents registered a growing level of concern about security, and nearly two-thirds believe that IT security significantly impacts corporate brands.

But 60 percent of those polled said security was not a more significant theme in their company's communications and less than 30 percent said their company has a crisis containment plan for security break-ins and failures. 

"Basically what we found is that although there is a lot of concern about security within the marketing community—and consumers as well, since we also did a consumer survey—not enough is being done as far as planning for breaches and also messaging around the security that they do offer," said Scott Van Camp, editorial services director for the CMO Council. 

As Van Camp mentioned, the report with marketers' survey results also included results from an online survey that questioned 2,000 consumers regarding how IT security affects their buying patterns. Over half of those polled said they would either strongly consider or definitely take their business elsewhere if their personal information were compromised.

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