(One of) The Problem(s) With Cyber Marketing

As part of the problem, and maybe part of the solution it struck me one of the challenges in tech marketing in general, cybersecurity marketing in particular is how we frame our messages - in particular competitive messages. There is a tendency to adopt a style that is reflected in some press, TV, and radio journalism and certainly during the dreaded (by all) vendor product press tours and that is a bias towards Eristic argument. I'm treading a fine line here, not only because my company name contains 'eris', quite deliberately, but also because there are, of course, many exceptions to this sweeping generalism. Nonetheless messaging that is Eristic in nature seeks to dispute the messaging of others and as such really excludes a third party and in our case that third party is the prospective customer. They are relegated to the sidelines as a spectator in an unedifying, thinly veiled, disputative argument. The process can be quite enjoyable for the protagonists, creating clever vehicles to undermine the opposition but maybe it's how we lose sight of addressing the actual issues of that vital third party - the prospective customer.

Anton