How to Drive Mass Security Tech Adoption through Strategic Marketing

As the digital landscape evolves, so do the threats that compromise personal and organizational security. In response, transformational security technologies—such as advanced encryption methods, phishing-resistant authentication, and AI-driven threat detection—have emerged as critical tools in safeguarding data and privacy. But what does it take to drive mass adoption of these technologies? Major transformation hinges not solely on their technical merits but significantly on effective marketing strategies that drive consumer awareness and acceptance.

In this session, a PR-pro turned CMO will share how marketers can bridge the gap between complex technical innovations and end-user understanding through looking at her own experiences steering two major industry shifts: the EMV chip migration and the transition from passwords to passkeys. She will explore the strategies her team utilized, including building industry-wide consensus, getting multi-stakeholder buy-in, developing concise and consistent messaging, and implementing tactical PR to drive mass adoption.

This session will provide valuable insights into the intersection of marketing and technological innovation, and inspire you to harness the full potential of strategic communication in driving industry transformation.