MARKETING IN THE CONTEXT OF DIGITAL BLACKMAILING

Abstract

The article explores the impact of cybersecurity threats on digital marketing in the contemporary business environment. It examines the theoretical and practical implications of cyber extortion, including ransomware attacks, doxing, data breaches, and misinformation campaigns, which pose significant challenges to brand reputation and consumer trust. The study highlights the increasing vulnerability of digital marketing strategies to evolving cyber threats, particularly those relying on social media, big data, and automated systems. Special emphasis is placed on the role of social media platforms as both key tools for marketing and primary targets for cybercriminals. The study examines the ramifications of fake reviews, spam attacks, and data leaks, emphasizing how these factors can disrupt marketing campaigns and erode customer confidence. The research further discusses the rising prevalence of AI-driven disinformation campaigns and their potential to manipulate public opinion, causing businesses reputational damage and financial losses. The article underscores the necessity of integrating robust cybersecurity measures into marketing strategies. It advocates for implementing advanced data encryption, multi-factor authentication, and regular system updates as essential tools for mitigating risks. The study also explores the importance of proactive reputation management and crisis response frameworks, focusing on transparency and effective communication to rebuild trust following cybersecurity incidents. Additionally, the research identifies the critical need for businesses to adapt their marketing strategies in response to shifting consumer behaviours and increased demands for data privacy. It highlights the role of personalized communication, ethical practices, and the adoption of resilient digital tools to navigate the dual challenges of leveraging digital marketing opportunities while safeguarding against cyber threats. The findings reveal that the synergy between marketing and cybersecurity is vital for sustaining competitive advantage in the digital era. By fostering a culture of security awareness, investing in advanced technological solutions, and prioritizing consumer trust, businesses can effectively address cybersecurity risks while optimizing their marketing efforts. The study concludes that integrating cybersecurity into marketing strategies is not merely a technical necessity but a strategic imperative, ensuring resilience and long-term growth in a rapidly evolving digital landscape.