Sponsoring Events
Event Sponsorships

Why Sponsoring Events is an Essential Marketing Tool

Sponsoring events produces direct community engagement, increases the visibility of your brand, facilitates heightened consumer perception, and allows direct engagement with target customers. 

You reach audiences more directly and discover insights not only into what they’re seeking but about how effectively your products are received. This tends to produce a notable Return on Investment, or ROI.  As a bonus, you’ll get a chance to network with adjacent non-competitive companies.

Key Reasons Why Sponsorship is Important for Long-Term Success

Sponsorship plugs you into a community; you engage with the IoT ecosystem. You’re not an abstract profit-generating enterprise, but a friend and a partner. We introduced key advantages in the opening, we’ll explore each in detail here:

  • Fostering Engagement with the IoT ecosystem
  • Enhancing the Visibility of Your Tech Brand
  • Enhancing How Target Consumers See Your Brand
  • Achieving ROI From the Sponsored Event, and Going Forward
  • Finding and Working with Non-Competitive Businesses Adjacent to Yours
  • Meeting Target Consumers, and Greeting Them: Putting a “Face” to Your Brand

Fostering Engagement with the IoT ecosystem

Maybe you are sponsoring a local event, or you are planning a roadshow. Now you are targeting a local market. You invite customers and prospects to your event, and you advertise in local publications. Thousands of people see it, it allows you to co-brand with local customers benefiting both you and your customers brand. You can include the local startup community; they’ll appreciate the additional visibility. Sponsoring events positions you as a thought leader to be respected and appreciated, and the local community collaterally values your event.

Enhancing the Visibility of Your Tech Brand

Any brand involved in sponsorship will be more visible and you can expect an uptick in business. Sponsors can leverage products or services toward the smooth progression of the event. Maybe your sponsorship includes presenting on the main stage at a local event. Perhaps you just set up a meeting room to have one-on-one discussions with clients or prospects. Either way you should put banners with your logo and services throughout the event.

Enhancing How Target Consumers See Your Brand

Sponsoring events connects your brand with the brand of the event that you sponsor. So, you want to be selective with the events that you sponsor. Do your customers want to be associated with the event? And are your prospects or your customers’ customers frequenting the event? And how about your services: can you interest the companies that attend the event or the attendees of the event in your services? Then you have an opportunity to position your company as a thought leader. Business is changing so fast; new technology is popping up left, right and center. 

There is a shortage of thought leaders with operational understanding of the new technologies. This then creates an opportunity to brand your company as a cutting-edge technology company and to position your company as a solution provider your prospects need to work with. Your customers and prospects will see your brand as an ally in their personal interests. And beyond being seen as a technology advocate, you’ve actually functioned in that capacity.

Achieving ROI From the Sponsored Event, and Going Forward

ROI develops when more traffic is absorbed by your business, directly or indirectly. The costs involved with sponsorship are just marketing expenses, and they may produce more ROI than direct marketing. With direct marketing, maybe you’re putting products or services in front of more people, but there’s no mutual investment. When sponsoring events, you’ve got “skin in the game”, as do attendees. So, they’re more likely to engage with you if they encounter your brand at such an event than if they just encountered an ad on YouTube.

Finding and Working with Non-Competitive Businesses Adjacent to Yours

Your IoT company has adjacent vendors who operate in the same industry but don’t directly compete with you. Such businesses are likely to be involved in events that you sponsor. If they are, that represents a networking opportunity. Sponsoring events helps you find partners in a particular field. You can direct consumers to their products, and they can do the same. The event you sponsor helps get that ball rolling.

Meeting Target Consumers, and Greeting Them: Putting a “Face” to Your Brand

Physical attendance is to be recommended. Certainly, getting a few banners in a local publication, that’s good marketing; but combine that with sponsoring a local tech convention. Set up a booth and meet target consumers in droves. They get to see you as a tangible option, rather than abstractly.

The “Virtual” Angle: Generating Leads

Leads can be generated at many sponsored events, but the quantity and quality will depend on the event. If you organize your own event, you have control over the quantity and since you will focus on your target market the lead quality is likely to be very high. So, it is worthwhile to strategically sponsor that which is conducive to your particular brand. That said, the greater your visibility and outreach, the more potential of drawing in new leads generally.

Don’t Neglect Virtual Events

Sponsoring sports events or tech conventions requires more investment than other sponsorship opportunities, but the modern tech sphere gives you the potential for similar reach at an exponentially smaller cost. The virtual angle makes that possible.

If you sponsor a virtual conference or summit, you have increased opportunity for direct customer engagement, expanded audience accessibility, high ROI owing to low investment cost, clear and relevant analytics, leads that are more qualified than in non-digital events, sales cycles that can be minimized with data collected during the event, and the potential to transition events as your brand develops similarly.

Notable Speed-Defining Virtual Events

Something else that’s a big advantage of virtual events is speed. And in today’s world, speed is the name of the game. You can launch a virtual event that reaches thousands (or millions, depending on the size and reputation of your company) in one evening. Physical events have logistics to consider, like event space, collateral vendors, safety, concessions, and depending on the size of the event can take up to one year or more to organize. This Forbes article has some insights to consider. So if you are planning a sizeable summit or conference to discuss today’s technology trends, a virtual event is your only option.

Sponsoring Events Can Help Your Business in Terms of Visibility, Relevance, and Profitability

Sponsoring events has many benefits. You increase community engagement, ROI, visibility, brand awareness, and the list goes on. Definitely, if you haven’t considered this cost-effective, profitable marketing tactic, you should. For more information on marketing strategies to produce ROI, IoT Marketing can help explore a variety of strategies that complement your brand. 

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Winning Press Release
Marketing & PR

4 Expert Tips for Writing a Winning Press Release

When your organization has some big news to share, a press release is one of the best ways to announce it to the world. However, even though a press release is meant to shine a light on your company’s achievements, taking this approach won’t get you very far.

From editors and reporters to investors and clients, everyone reading your press release wants to know why they should care about your news. Why should journalists cover it? Why should potential customers be interested in your company, products, or services?

If your press release isn’t well-written, it won’t get any attention. In some of the worst cases, it could affect your reputation, which is a major contributor to sales and, therefore, profit. As a matter of fact, according to the World Economic Forum, over 25 percent of a company’s market value can be directly related to its reputation.

So how can you make sure that your release benefits, rather than harms, your business?

Here are four tips to help you write a press release that effectively tells your story while piquing the interest of readers and building your brand.

Get to the Point, Fast

The opening paragraph of your press release is where you could win or lose readers. Will they read your full release or just gloss over it?

Your lede sentence should get to the meat and potatoes of your announcement in an impactful way. State your news, why it’s important, and why people should care about it. Many press releases make the mistake of including a brief company description in the lede sentence. For example:

COMPANY NAME, a leading provider of SERVICE, is proud to announce [NEWS]…..

This type of lede sentence is pretty dull and will likely prevent readers from going through the rest of your press release. To create a better opening, lead with one of these examples:

  • A strong statement about your news: COMPANY NAME received $XXX in funding to expand its existing IoT solution aimed at solving a long-standing problem in the manufacturing industry.

  • A significant data point: With the number of connected devices forecasted to reach over 75 billion by 2025, COMPANY NAME aims to help businesses enhance safety and security through real-time monitoring.

Now that you have your lede in place, the rest of the first paragraph in your press release should build on the opener. Include all the essential details that make your story newsworthy. For instance, if you’re announcing a partnership with another organization, provide information surrounding the goal for the partnership and the expected outcome of it.

Build Your Story

The following paragraphs after your opener should build upon the story of your announcement. The more compelling your story is, the more likely it is to receive coverage.

Use statistics or third-party research data to amplify important points. Explain how your news is impacting an industry or a community. Add quotes from key players, such as the company’s CEO, a board member, or an individual relevant to your story. For example, this could be a client who had the opportunity to use a product you’re launching and who can offer valuable insights.

This is your opportunity to create the narrative around your news. So be sure to utilize clear and captivating information that supports your story.

Be Concise

According to a study by Greentarget, 68 percent of journalists spend less than a minute reading press releases. One in three looks at releases for less than five minutes. And 53 percent said they would find it helpful for information to be presented in a bullet point format, citing press releases issued by police departments as an example of easy-to-read content.

You have a short window to get your news across, so be impeccable with your writing. Get rid of the fluff. Focus on the facts and narrative.

As a general rule, you should keep press releases to one or two pages. This will force you to condense the most salient information into a more readable document.

Don’t Be Complicated

Overly technical language can be a death sentence for a press release. In fields like IoT and high-tech, this isn’t always easy to do. But it’s absolutely necessary to make sure your press releases are easy to comprehend for the masses.

Even journalists focused on complex beats call for this because their focus is on making consumable content for their audiences.

If your release does require the use of technical verbiage to detail your story, you can opt for bullet points. This helps to highlight complicated but critical information without having to bury it in a paragraph that could get overlooked.

There are a ton of press release templates online that you could use to craft your own announcements. But writing a high-level press release that can help your company gain coverage in the media and amongst influencers takes a lot more than simply filling in blocks of text in a template.

These tips can help you write winning press releases, but if you’re seeking media coordination and distribution as well to amplify it, the team at IoT Marketing has you covered! Contact us today to learn more about our PR services.

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of internet of things concept
Marketing & PR

Successful IoT Marketing Content: Factors Beyond Word Count

The Internet of Things (IoT) is a fast-growing concept with more people and businesses looking for ways to adopt its diverse applications. Your IoT marketing strategy has the power to determine whether you or your competitor gets these new business leads. One of the factors you must consider is whether you are maintaining a good online presence and ranking highly in search engine results. Many studies have been conducted that have found a correlation between the length of the online content and search engine rankings; but to be effective, you must look further than that.


Where Current Content-Length Studies Fall Short

Although several studies have concluded that longer articles rank higher, it’s necessary to interrogate these results. It should go without saying that your potential clients care more about the content of your business blog than about the word count. These studies, although they make use of large data set, simplify the relationship between word count and rankings.

One of the factors that must be taken into consideration is the kinds of keyword categories being looked at. For example, people searching for the best restaurants in their area may not be looking for lengthy articles but a quick source of information. Different industries may show different trends when it comes to the length and type of content people are looking for. Another important fact is that search engines rank content based on a variety of factors such as SEO and relevance which may or may not be achieved better in longer content.


Maximizing Your Content

Before you post any content on your business blog or website, you must have a target audience in mind. Is your content geared towards home users of the technology, small businesses, or large commercial clients? Are they looking for quick solutions or an in-depth breakdown of IoT technology? Once you are clear about this, you can tailor your content to their needs and interests as well as to your objectives for posting content.

Your IoT marketing strategy can take different forms. Perhaps you want to generate new business leads and be the go-to website for installation or troubleshooting answers. Your readers want content that contains more useful and expert knowledge without all the filler words and fluff.

Another important aspect you should focus on, apart from the information included, is the writing style and technique. Is it too casual or too formal? Is it oversimplified or far too complex for your purposes and audience? Is your content well-written, free from errors, and easy to digest? The more readable your content, the more readers are likely to find it useful and make it to the end. You should also take advantage of keyword density recommendations so that you reach those looking for content such as yours.

When you have specific IoT marketing objectives in mind, it matters much less which rules you follow about the word count of your content. If you can produce quality content that adds value to your readers and you can make use of SEO tools, your content is more likely to be appreciated, shared, and ranked higher in search results.

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IoT Business Fails
Internet Of Things

Seven Reasons Why an IoT Business Fails

The Internet of Things (IoT) has steadily become more popular in recent years, but it is still critical that an IoT business understands why many companies fail to succeed with this new technology. While some failure is inevitable, it is essential to rebound from these mistakes and learn from each experience.

Here are the seven most common failures for an IoT enterprise and the best ways to respond to each one:


1. Nonexistent Conviction

Conviction is the first ingredient in the recipe for a successful business. An IoT company that has conviction will be able to set goals and achieve them. Instead of letting excuses get in the way, they will overcome any obstacle through sheer determination and willpower. On the other hand, a lack of conviction will result in poor results and will lead a company to nowhere fast.


2. Lack of Persistence

The vast majority of business failures happen due to an organization giving up too quickly. Persistence can help you overcome challenges and is the primary difference between success or failure for your IoT company. Trying new approaches can lead to better results and set you apart from other IoT companies.


3. Failure to Learn from Mistakes

Mistakes are bound to happen, and the ability to learn from them can help your company glean the wisdom necessary to succeed in today's business environment. After each error, it is important to analyze what went wrong and make the necessary adjustments that may lead to future successes.


4. Discipline Deficit

Does your organization suffer from a lack of discipline? Another common source of failure for an IoT business is the lack of discipline within the company. Discipline consists of self-control and requires an organization to remain focus despite distractions. Companies that remain disciplined have a much higher chance of success and demonstrate the attention needed in today's business world.


5. Too Much Rationalizing

When failure strikes, many organizations try to rationalize their failures instead of analyzing what went wrong. While analysis is very beneficial, rationalization typically fails to identify areas for improvement, which leads to excuses. Instead of rationalizing, try to learn from your mistakes and discuss how your company can improve going forward.


6. Bad Attitude

A negative attitude can lead to a host of problems and make it difficult for any company to be successful. Bad attitudes manifest themselves in multiple ways, whether in an employee showing up late for a meeting, staff constantly complaining, individuals not being team players, or many other disruptive behaviors. The best way to counteract negative attitudes is with additional training, though sometimes you must simply eliminate employees who have no interest in being happy at work.


7. Low Self-Esteem

The final reason for failure is having employees who suffer from low self-esteem. Poor self-esteem is the result of lack of self-respect and/or self-worth. Obviously, this is a woeful combination that can severely limit the productivity of an employee. Just because you have experienced a setback, it is important to keep trying and believe in yourself. An IoT company with employees that have high self-esteem will be to overcome failures and achieve more than companies who fail to build up their employees’ self-esteem.

Failure is inevitable, but it doesn't have to ruin your IoT business. Instead, learning from past mistakes will allow you to become more resilient and create a strong organization that can weather any storm. Understanding the reasons businesses fail will help you avoid these common mistakes that can cause the downfall of the company. As you know, the IT world is highly competitive and learning how to reduce your mistakes will give you a significant edge over your competitors. Learning how to anticipate common mistakes can help you prevent these failures and set your IoT organization apart from the others and allow you to reach new levels of success.


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IoT Business Leads
Internet Of Things

Qualifying IoT Business Leads

When it comes to IoT business, there are a lot of advantages that help sell the innovation. Many businesses have yet to make the transition, meaning there is a substantial sales "harvest" to be had. Projections have IoT devices outnumbering human beings on the planet 3 to 1 by 2024. Potential clients need the numbers on their side and you need to be able to make a presentation which demonstrates value to those prospective clients. But if said clients aren't really qualified for your company, then your sales team will be "spinning their wheels.” They'll be expending energy to no good cause. So, what you want to do is teach your salespeople to qualify clients.

Here is a downloadable list of 42 questions that you can give salespeople. This will help them inquire in a general sense to help narrow down whether a prospective lead is one you should seek to convert to your services or not. To abbreviate the proper approach:

  • Create customer profiles
  • Properly assess customer needs
  • Determine how clients make their decisions
  • Outpace any potential competition
  • Customer Profiles

The IoT business is going to have a window of effectiveness. Certainly, even the smallest business can benefit from, say, a security system which is accessible from a smartphone. But you've got to know whether your IoT solutions are advantageous both ways for clients or not. At a certain level, providing services to clients even if they close will be too expensive for your company to profit. You need to find a way of disqualifying service based on this initially. From there, you narrow down profiles based on the kind of business involved, and whether you can actually provide them value with your IoT solution or not. You can make a sell where value isn't provided, but that's a real long shot. You're more likely to sell clients if you can directly demonstrate the savings and advantages of IoT. With a good customer profile, you can do this factually, which can be very convincing. Teach your team to create proper customer profiles and you'll likely see an increase in closures.


Assessing Customer Needs

Once you've managed to acquire some qualified customer profiles, you need to be able to accurately assess their needs. With the Internet of Things, infrastructure, production, distribution, and expansion costs can all be curtailed even as profitability takes a jump. But if you can't show the customer how this is specifically true in their case, then your sales presentation won't mean anything.


Determining How Clients Make Decisions

Your client profile should follow a transaction history for your prospective clients--- especially the larger ones. Sometimes, the acquisition agent meets IoT providers like your business for information, then heads back to the home office to run the data by his higher-ups. Sometimes, acquisition agents buy on the spot if they like what they see. You need to know what regularly characterizes their decision-making process. With that information, you're likely to make more closures more successfully.


Outpacing Competition

If you've got competition, your salespeople need to be enabled to "scoop" them, as they say in journalism. A "scoop" is when a journalist gets a hot story before a bigger or different outlet and blasts it to the public preemptively. This gives that journalistic outlet an increase in readership, etc. Well, you need to know what your competition is offering, and you need to do it better. Include some flexibility in your IoT packages. Anticipate competition meeting prospective clientele prior you and be willing to offer a diminished price or a more competitive package.


Expanding Sales

The IoT business is sensible and competitive today. In 10 years, there will be three times as many IoT devices on the planet as people. In your home, this is already true. If you've got a laptop, a cellphone, and a smartwatch, there are already three IoT devices you’re using. When you consider networks, manufacturing, distribution, Big Data, and all the other potentialities realized via IoT, it's easy to see why streamlining client qualification processes is important. The harvest is ripe, and you want to reap as many plump clients as you can. So, qualify them for the picking!


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IoT Business Tips
Internet Of Things

IoT Business Tips: Leveraging Technology Against Strategy to Expand Customer Retention

IoT business sustainability and expansion can really help a wide range of businesses. CEOs and CTOs of IoT agencies should consider several reasons why in order to most effectively inform their conversion strategies.

Starbucks provides an appropriate example. The owners originally focused on smells, sounds, and atmosphere to initiate buzz, security, and brand specificity. But eventually, Starbucks found themselves at a ceiling. Getting through it required innovation. One way they expanded beyond their previous ceiling was the Mobile Order & Pay feature. This was added to their app. What it allowed customers to do was make an order before they ever reached the shop. You don't have to be Nostradamus to see how that worked. Starbucks clients already had a schedule to keep in most cases. Making it easier to keep that schedule in such a way made them love the coffee shop even more.

When it comes to your IoT company, you want to provide services and products that give your clientele access. A good way to do that is to see what kind of people constitute primary clientele. This will help you better meet their needs. An additional lesson from Starbucks here that is extremely applicable is the use of IoT tech in compatible, organically-innovated applications. It's only natural for a cellular device to expedite payment and delivery of goods. Demonstrating such value to potential clients can help them see why IoT is ideal for them.


The IoT Revolution

Your IoT business provides a lot of advantage for diverse clients. The Internet of Things brings much convenience and expansion potential to them. Data of the type which becomes available via IoT can be used to fundamentally transform most businesses. This provides your clients value and convenience.

Providing these two things is one of the most important components any IoT agency can do for clients. You want to give them more value than competition. Additionally, you want to make that value convenient. Without convenience, value loses value--- strange as that sounds. If you've got to climb a mountain to get a cup of free coffee, you're more likely to pay ten dollars at the foothills. But if you can get a ride to the mountaintop for five dollars, maybe you'll make the transit--- and then you get to have your coffee and drink it too, in the midst of a gorgeous view.

With IoT, clients can expedite manufacturing, decrease transit costs, decrease shipping costs, streamline supply lines and infrastructure, optimize employee operations, and facilitate more secure networks through computing innovations. Edge computing, for example, is basically a private cloud floated on IoT devices which each process some quotient of data.


Demonstrating Convenience and Value

What you need to do in order to increase clientele and retain those who are already part of your business is communicate to them how and why what you do is valuable. A great way to do that is numerically. Get some of their operational numbers. For example, if you're trying to sell certain IoT solutions, you might ask potential clients the costs annually pertaining to distribution and supply. Beforehand, do a calculation which silhouettes known averages; this will help you "lead the witness"---they're likely to forget some collateral expenses. It's probably safe to say businesses who have the most minimal supply solutions spend $100k+ a year in vehicular acquisition, travel, and maintenance. If you can provide them more cost-effective operations through data analytics streamlining operations, that's convenient value. If you can expand that convenience by showing how IoT can cut infrastructure costs, operational costs, shipping costs, and other related expenses throughout your target client's business, you're likely to increase client retention and purchases. Furthermore, proper marketing of such practices (publicly posting reviews, etc.) leads to an increase in new client conversion.


IoT Optimization for Your Clients

IoT business is booming. In less than three years, there will be more than twice as many IoT devices on the planet as there are people--- that's over 16 billion. It makes sense; IoT users experience convenience, value, and collateral benefits. Provide these things for your clients and increase your competitive edge.


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12Days Christmas
Cybersecurity

The Twelve Days of Christmas Hacks

On the first day of Christmas, a hacker sent to me:

Ransomware in my Christmas tree

On the second day of Christmas, a hacker sent to me:
Two trojan horses, and
Ransomware in my Christmas tree

On the third day of Christmas, a hacker sent to me:
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the fourth day of Christmas, a hacker sent to me:
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the fifth day of Christmas, a hacker sent to me:
Five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the sixth day of Christmas, a hacker sent to me:
Six camera’s watching,
Five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the seventh day of Christmas, a hacker sent to me:
Seven bots a-breaching,
six camera’s watching,
Five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the eighth day of Christmas, a hacker sent to me:
Eight firmware’s stealing,
Seven bots a-breaching,
six camera’s watching,
five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the ninth day of Christmas, a hacker sent to me:
Nine nodes a-spying,
Eight firmware’s stealing,
Seven bots a-breaching,
six camera’s watching,
five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the tenth day of Christmas, a hacker sent to me:
Ten botnets phishing
Nine nodes a-spying,
Eight firmware’s stealing,
Seven bots a-breaching,
six camera’s watching,
Five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the eleventh day of Christmas, a hacker sent to me:
Eleven gadgets spoofing
Ten botnets phishing
Nine nodes a-spying,
Eight firmware’s stealing,
Seven bots a-breaching,
six camera’s watching,
Five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and
Ransomware in my Christmas tree

On the twelfth day of Christmas, a hacker sent to me:
Twelve routers routing

What! My routers are under attack. That’s it, I’ve had enough!

On the twelfth day of Christmas, I called Cyber Security.
They did risk assessment, pen testing, and fast remediation and got rid of:
Twelve routers routing
Eleven gadgets spoofing
Ten botnets phishing
Nine nodes a-spying,
Eight firmware’s stealing,
Seven bots a-breaching,
six camera’s watching,
Five edge servers DOWN!
Four calling scams,
Three DDOS strikes,
Two trojan horses, and the
Ransomware in my Christmas tree


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Dark Internet
Cybersecurity

The “Dark” Side of The Internet: Understanding RaaS and MaaS and How to Avoid Them

Just when cybersecurity has risen to the top of business priority lists, something even more sinister than typical cybercrime is emerging with ransomware-as-a-service (RaaS). It's a service on the dark web provided by cybercriminals for other cybercriminals to use hacking tools. A similar service is called malware-as-a-service (MaaS).

Here's a look at why you should be concerned about these underworld schemes and how they can affect your business.


Cybercriminal Business Ventures

Every business must be prepared to defend itself with strong cybersecurity layers due to the steady rise in cybercrime. Hackers keep looking for new ways to market stolen data. Some attackers such as DarkSide have been quietly facilitating hacking tools for sale or rent in recent years, which accounts for the major 2021 attack on the Colonial Pipeline. That attack caused 50 million Americans to temporarily be without energy.

The ransomware marketplace run by cybercriminals is set up like eBay, according to Mark Arena, CEO of cybersecurity firm Intel471. Businesses can no longer ignore the importance of establishing multiple cybersecurity layers to protect confidential data. Many of these illegal businesses have taken on roles played in supply chains, which impacts both supply and demand of illegal services.

The Emergence of the Global Ransomware Protection Market
The financial forecast for the global ransomware protection market is expected to hit $46.7 billion by 2028, according to ResearchAndMarkets.com. Ransomware attackers now use a technique called cryptoviral extortion in which they lock up victims' files with encryption software until the victims pay a fee in cryptocurrency.

Effects from illegal RaaS and MaaS services may be severe for small businesses that refuse to invest in modern cybersecurity strategies. A team of IT experts can help watch out for suspicious actors who try to extract confidential data from unsuspecting employees via email. An effective way to protect against a ransomware attack is to always back up critical data so that an intruder does not gain a monopoly on data access.


Ransomware vs. Malware

Malware is the broader term for software designed to conduct malicious activity, as ransomware is a subset. There are various types of malwares beyond ransomware, such as botnets, infostealers, trojans and cryptominers. Phishing schemes via email are the most common way an attacker launches various types of malware attacks. Typically, the attacker poses as a trusted source in an attempt to fool an employee into clicking an infected link.

Ransomware has become a common form of malware attack in terms of big-name cases. If an attacker gains control of a computer that houses confidential data, they may threaten to release it to the public unless the victim pays a ransom fee by a stated deadline. Other variations exist on how attackers threaten to tie up digital assets until a ransom is paid.

Some of the most notorious types of ransomwares are worms, data-breaching software and ransomware wipers. Ransomware worms spread throughout a computer network, compromising or destroying files along the way. The purpose may simply be to hinder a business operation's productivity. Stolen or hijacked data is the bread and butter of the ransomware market. Ransomware wipers are software programs that do not provide a decryption key, as the goal of these attacks is more to create havoc than demand money.


System Vulnerabilities

Nobody likes to think of themselves as the primary reason their computers can get controlled by hackers. The best way to guard against hackers is to audit your computer network and make a list of its vulnerabilities. An outsourced IT team of consultants can simplify the audit process and suggest data protection strategies.

While you can leave plenty of technical expertise to your IT team, you should at least know about the top ways hackers can gain access to computers without permission. An old operating system makes a computer particularly vulnerable. You can fall victim to a malware attack by clicking emails too much without thinking. Many times, attackers offer fake discount coupons for victims to click, which unleashes malware.


How to Create a Malware Defense

While there is no 100 percent foolproof strategy for blocking malware from entering your computer network, you can take proactive steps that reduce the chances of a cybersecurity breach. One of the most important things you or your IT team can do for your staff is alert them to the various phishing schemes that malware attackers commonly use.

One of the strongest defenses you can establish against cybercrime is to set strict policies on who can access your digital assets. Your IT team can set up firewalls that prevent unwanted visitors from signing on to your network. The use of automated 24/7 monitoring software has helped alert your team when suspicious activity occurs on your network. Encryption software is one of the most reliable ways to frustrate hackers.

Make sure you implement strong cybersecurity policies for remote workers who access your network. A helpful policy is to not respond to strange requests from anybody and uses multifactor authentication to grant network access. That is how the Zero Trust model works. Zero trust security is a strategy where anyone who seeks network access must prove their identity. Learn more about Zero Trust Architecture from our previous blog: Why Zero Trust Security is a Strong Strategy.

Malware attackers who pose as supervisors might ask you to log in to your account from a bogus link that gives the hacker your confidential login information. The use of multi-factor authentication has been another reliable method for reducing malware incidents.

Be aware that malware activity can occur without you or your staff noticing it. But if you work with a reputable IT firm, technicians will likely spot suspicious activity before it escalates into a quagmire. Malware attackers typically operate quietly with a series of calculated steps. Malware attack software can be used to extract valuable information that a hacker can sell to resellers in the dark web community.

Since malware attackers may take their time over a period of several months to orchestrate an attack, it's helpful to tap into machine learning technology that monitors traffic patterns. Your IT team can detect vulnerabilities in your system and send you alerts when a strange actor keeps visiting your network.


RaaS and MaaS Market Models

The malware-as-a-service paradigm has been developing since its launch in 2006. It's a good idea to learn about what RaaS and MaaS consist of so that you understand how easy it is for a hacker to launch a malware attack. Here are the components of a RaaS package offered on the dark web by cyber criminals:

  • Ransomware source code
  • Malicious customization tools for specific targets
  • Control panel with easy access to instructions
  • Technical support
  • A privacy community forum

Broader MaaS models target various areas of big data generation, such as hacking and manipulating an IoT device. The combination of IoT and ransomware can create shockwaves through any business.

The MaaS market has expanded with the availability of malware-creation tools that even an inexperienced hacker can use to disrupt a business. One of the malware services offered by cybercriminals is called SOCKS, which is a method for obscuring hacker activity. Other uses of MaaS include denial-of-service attacks, digital identity theft and tools for setting up phishing campaigns.

RaaS began in 2021, according to cyberthreat researcher Sean Gallagher from the cybersecurity firm Sophos. He adds that starting in 2022 every type of cybercriminal activity can be facilitated by an online service for a few hundred dollars. Many cybercriminals have become acquainted with cybercrime options through the dark web marketplace Genesis and similar portals. The hacker who penetrated the network of Electronic Arts used $10 software via Genesis.

Botnets based on compromised computers can be used for spamming campaigns or rigging data. Criminals operating within the United States can purchase access to such a botnet for about $120. In European countries, the cost is sometimes half as much. Costs in general for hacking tools have been dropping over the years due to competition within dark web supply chains.


Conclusion

The best way for a business to steer clear of damage from RaaS and MaaS hacking tools is to build strong defense layers and work with an experienced team of IT experts. Don't treat cybersecurity as a lightweight issue, since it must be treated as a top priority to reduce the chances of a cyberattack. Always have a backup plan ready in case your company becomes the target of a malware attack.


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IoT Projects
Internet Of Things

IoT Projects: Common Mistakes and Key Tips

An estimated 58 percent of IoT projects for businesses fail, according to a 2020 study from Beecham Research. Only 12 percent of respondents claimed to be fully successful. The key to success points to working with IT personnel who keep learning about new technology. Here's a close look at why so many IoT projects in the business world turn out to be unsuccessful.


Main Causes of IoT Failure

About a third of all completed IoT projects have not been considered successful by business owners that implemented them. According to a 2017 study by Cisco, sixty percent of IoT projects stall at the Proof of Concept (POC) stage. The following are some of the specific reasons why projects fail at this stage.


1. Unclear Business Goals

If a business has not mapped out its goals, it's difficult to make a difference with technology. But if the company has clear goals, such as speeding up the shipping process, it can embrace specific technology such as automation. While it's important to develop big ideas, it's practical to start small and move at the fastest pace possible.

A business manager that wants to impress an owner must show improvements in profit margins over time. It's important for a manager to know the key metrics that are most important to an owner. IoT devices can help a manager focus on improving specific metrics that affect productivity and production efficiency. A company aiming for sustainability can set clear goals achieved through IoT monitoring.


2. Organizational Weaknesses

When an organization has a weak structure, to begin with, it can make an IT infrastructure difficult to mirror. Modern digital infrastructure calls for greater network efficiency. One way to get the most out of your network is to segment it into sections, giving everyone involved access to a section. Your IT team should take the full organization into account when setting up IoT devices to measure production processes for various business segments.

An organization can strengthen the more team members collaborate through data sharing. Collaboration and other forms of team interaction help make an organization more cohesive. Data sharing should be seamless on a business network. If too much big data is pushed through a network, but the data isn't being utilized by the organization, it may do more harm than good, using up precious bandwidth.


3. Unprepared for Technical Issues

When setting up a digital infrastructure, you need to plan for technical problems from the start. Every IT infrastructure has unique nuances that are typically too complex for people without proper IT training to understand. That's why you need a professional tech support team you can turn to for resolving technical problems in a timely manner. It's advantageous to work with an IT team that's already familiar with your technology.

Deploying IoT devices can require multiple configurations, in which an inexperienced technician can lose focus. Some companies, such as factories, set up thousands of IoT devices on their networks. These firms definitely need to work with certified IT specialists rather than just people who say they know about IT.


4. Customer/Vendor Issues

Resolving customer and vendor issues should be a top priority throughout your organization. Any type of slowdown involving suppliers can directly impact customer expectations. These days consumers expect websites to be on top of technical issues, particularly involving cybersecurity. All it takes is one late shipment or wrong order fulfillment for customers to start looking for competitors.

Consumers don't care about why their product arrived late. Many times, it's because a store or warehouse did not estimate demand accurately. The most modern IoT systems can integrate with machine learning programs to improve demand forecasting.


Taking the Human Factor Into Account

Cisco's survey that found nearly three-fourths of IoT projects are failing pointed to the human factor. Even though IoT seems like it's just about technology and data collection, it deals closely with people and relationships. It may involve collaborations between an IT team and financial staff members. In that sense, IoT expertise is of major concern, as you want to get sound advice from experienced experts when dealing with a high volume of confidential data.

So, is it possible for an IT team to lead a company into chaos? Yes, if it's an inexperienced team such as a fly-by-night operation just trying to get quick business. Not all IT teams are created equal, especially with the rise of IoT devices, which create a modern class of businesses that have access to valuable real-time data. What analysts and decision-makers do with data is just as crucial as technology.


Why You Shouldn't Venture Into IoT Alone

The IoT revolution has created a wave of new developers serving a wide range of industries with smart devices that collect vast data. Since IoT is becoming a complex topic, it's best to work with an IT team that stays on top of the latest smart technology. Implementing an IoT project is often too complex for in-house inexperienced IT personnel to handle, as many such employees aren't expected to keep up with new technology.

Relying on an in-house IT team can hold your company back in multiple ways unless the team is constantly testing new technology. It's more efficient to outsource to an experienced IT team full of skilled technicians who have the training and knowledge to resolve technical issues quickly. An outsourced IT team that specializes in modern solutions is more likely to deploy a new computer network with IoT sensors correctly and quickly.

Since IoT is a relatively new technology, it's best to learn as much about it as possible through the help of IT experts. IoT is valuable because it provides real-time data that can cut losses and waste quickly. Sharing insights within an organization about its operational performance can instantly pinpoint areas that need improvement. That's why companies with digital infrastructures are improving efficiency at a rapid pace.


Microsoft Study on IoT

An IoT study published by Microsoft in 2019 revealed many fascinating insights about IoT projects. The study partnered with the design agency Hypothesis Group, surveying over 3,000 business and IT decision-makers around the world. One of the eye-opening findings was that 88 percent of IoT adopters believe smart technology is critical to their company's success.

Many decision-makers now expect their companies to explore new technologies such as edge computing, AI and 5G as part of an IoT ecosystem. Edge computing is of major importance to any business that wants to use IoT sensors for generating real-time data. Instead of sending vast amounts of data to the cloud for computing, the computing is done at or near the IoT device. Then it's stored in a nearby resource, which reduces the amount of big data transmitted over limited bandwidth.

Another interesting finding is that different industries use IoT for different reasons. Manufacturers commonly embrace IoT for automation, quality, compliance and production planning. Industries that use heavy-duty equipment use IoT to create safer workplace conditions.

In many different environments, IoT is useful for tracking people, places and products. The transportation industry uses it to track fleet vehicles carrying items shipped to retail stores and customers. The healthcare industry uses wearables to track the biological data of patients. IoT sensors are extremely useful to large warehouses for tracking inventory.

The study found that the main reasons for IoT adoption included optimization of operations, improvement in employee productivity and safer conditions. Other leading reasons dealt with supply chain issues, quality assurance and asset tracking. Meanwhile, retailers focus on using IoT to optimize their supply chains and inventory management.


Conclusion: Challenge to Embrace Edge Computing

Staging IoT projects is widely supported by today's business community, but deployment is often rocky without the help of IT experts. An IT team that understands edge computing can streamline an IoT system quickly, cutting costs and speeding up data transmission. Working with IT experts will help your business get past technical mysteries and move more quickly toward company goals.


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