The Game Plan
As security is an important aspect of every organization or an individual, for cybersecurity vendors, most branding or marketing stories in the security space are based on fear. But successful marketing is all about being believable, consistent, interesting and unique. Marketing certainly plays a very important role for Palo Alto Networks business in Asia-Pacific. The marketing campaigns of Palo Alto Networks are based on the art of making things simple and relatable with our target audience.
Across all the markets in the region, the strategy has been centred on promoting cybersecurity awareness – engaging and educating existing or potential customers, either directly or through partners and distributors. Besides this, Palo Alto Networks constantly equips its partners with technical know-how through various trainings and marketing assets, so that they may pass on the best cybersecurity practices to end-users. The list of marketing initiatives that it drives successfully includes traditional marketing channels such as advertising and participation in relevant industry events, digital campaigns, road shows and webinars. Palo Alto Networks is also seeing success with its digital campaigns.
Marketing has become more technology dependent with key decision-makers of the prospective customers having their presence on digital platforms – be it on mobile or social media. In view of this, the company has a strong online and social media engine that is coupled with a robust demand generation platform.
While digital marketing channels are all useful, personal and face to face interactions with its customers are still extremely vital for any business to grow. Ultimately, Palo Alto Networks believes that a strategic mix of both traditional and new marketing channels is what leads to a successful marketing campaign which, in turn, will help the company boost its bottom line.
Emergence of the Digi-Era
Today, data has become the most valuable thing as many enterprises in the region are finding great value in making data available digitally. However, advanced technology comes at a cost. Digitization increases the risk of cyber threats and the growing number of connected devices, provides cybercriminals with more points-of-attack. This presents an opportunity for Palo Alto Networks to promote its preventative approach in terms of addressing cyber threats. Its approach has always been about “prevention first”. It also believes that security today is no longer a tactical necessity; it has become a business imperative that has the attention of the boardroom. Digitization as well as two other global trends like globalization and mobility are irreversible and will amplify the need to have security architectures that are based on a “prevention first” principle.
With ever-changing threat scenario in this vulnerable digital world, research and development should be a priority for security vendors. Palo Alto Networks invests a great amount of effort to be at the forefront of innovation, when it comes to cybersecurity. Most recently, it has introduced the next-generation security services such as AutoFocus, which is the advanced threat intelligence tool designed to provide real-time correlation and relevance for threats across the growing customer base.
Across all the markets in the region, the strategy has been centred on promoting cybersecurity awareness – engaging and educating existing or potential customers, either directly or through partners and distributors.