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Rant: I used to think every cybersecurity ad needed to mention ransomware
I was looking at our campaign data for a client in Austin and saw our click-through rate was under 1% on all the 'stop ransomware now' messaging. A colleague pointed out that for their midsize business audience, it just sounded like noise. We switched to talking about specific compliance pain points like CMMC and saw engagement jump to 4% in a month. Are we finally moving past the fear-based marketing playbook?
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the_kim2mo ago
But is a 4% click rate even that good? I mean, it's better, sure, but idk if that proves the fear stuff is dead. Maybe people are just tired of one specific scary word and now you're using different scary words about audits and fines. It feels like the same playbook with a different cover.
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mila_murphy212mo ago
Yeah, the_kim has a point about just swapping one scary word for another. It does feel like we're all just finding new ways to say the same thing. I get why you'd feel like nothing really changed. Seeing that jump from 1% to 4% must have felt good for a minute, but it's still pretty bleak when you think about it. Maybe we're all just tired of the whole game.
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