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Data breaches are an unauthorized access to personally identifiable information that is held or transmitted by companies. These unauthorized “attacks” can negatively impact companies in three ways. Reputation damage, regulatory fines, and ultimately released workers. To avoid the three R’s of a data breach, the organization must focus resources on a security strategy to protect their customer’s information. This is a very tricky situation when there is also an inbound marketing strategy that involves search engine optimization and attracting potential customers.
An inbound marketing strategy is a customer centric methodology that begins with attracting strangers and converting them to delighted customers that will promote the organization. The buyer’s journey involves using stage-driven content to attract and convert visitors into customers. Part of the conversion process involves the use of forms that collect data. With the heightened awareness about sharing information online, this could present a challenge when trying to obtain lead information.