Brands should have an efficient cybersecurity team ready before stepping into the dark web

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2020, 5:39 PM UTC

Despite its reputation for illegal activities, plenty of people use the dark web only to avoid being tracked online.

This piece recommends businesses avoid building a presence on the dark web as the risks currently outweigh the benefits. Marketing on the dark web can lead brands to attract the wrong kind of audience and open gates to potential cyber threats.

Any outreach towards the wrong person may lead to unintended consequences. However, if companies still plan to build a network in the dark web, they should have a highly skilled staff of cybersecurity experts on-board.

Before stepping into the dark web, businesses should conduct a mandatory training course for anyone participating and have a written crisis policy prepared in advance. Brands can also hire a third-party company to monitor the dark web on their behalf.

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