co DTV, EMV, and Why Cybersecurity Affects Marketing |

Do you remember the Digital Transition of 2009, when U.S. television did the switch from analog broadcasts to digital transmissions? Do you remember the whole converter box controversy and the confusion that made massive call centers spring into existence to answer the public’s questions? Do you remember the effect it had on business?

Maria Contreras-Sweet, The SBA Administrator, used the DTV scenario as an example in her speech at the White House Summit on Cybersecurity and Consumer Protection. When the television signals changed to digital, the televisions themselves had to adapt or all you saw was snow on the screen.

The Transition To EMV & Cybersecurity

The cybersecurity transition deadline arrives on October 15, 2015. It changes the scenario for financial transactions and those who aren’t prepared for the switch will be liable for credit card fraud if their technology isn’t up to the new standard. The change to EMV  technology will eliminate the ability of identity thieves to harvest data from the old magnetic strip because it doesn’t use a strip — it uses microchips, and more.

Contreras-Sweet suggests simple steps in her speech:

  • Purchase and regularly update anti-virus software.
  • Use a firewall, encrypt your information, and hide your wi-fi network.
  • Educate your employees about threat prevention.
  • Require strong passwords that must be regularly changed.
  • And protect all pages on your public-facing websites, not just your checkout pages.

I’d like to suggest something more. We know that the public is very concerned about cybersecurity, which is the reason the government is making this step. If your website has answers about your own security standards and how this change affects financial transactions while protecting the consumer, you are ahead of the game. Providing authoritative answers and links reassures your audience that you are up to speed on all that is happening. If your online marketing strategy isn’t answering the questions being asked, you are missing a great opportunity to connect.

It’s like the difference between the YV with the digital receiver getting all those channels and the one with the rabbit ears getting all that snow on the screen.