‘3 ways phishing destroys marketing ROI’ – Marketing Land
Estelle Derouet says, “Marketers rely on key performance indicators (KPIs) to prove their value to the business. And email is a key driver of those metrics, generating more leads, conversions and revenue than any other distribution channel.
Unfortunately, the most valuable marketing channel is also the least secure. In the first quarter of 2016, the Anti-Phishing Working Group (APWG) observed more phishing attacks than at any other time in history. And this trend has big consequences.
Below, we explore three ways phishing destroys your marketing ROI — and what you can do about it.
1. Phishing destroys brand trust
Brand trust is invaluable for the business. Email fraud compromises that trust. If your company’s email channel is targeted by cybercriminals, you can expect that metrics like these will suffer”.
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