The Silicon Review's 5 Best Security & Digital Marketing Companies

1. | 5 Best Digital Marketing Companies to Watch 2019 5 Best Security Companies to Watch 2019 U.S. Issue August Edition 2019 Business Features Leadership Technology CEOs News CIOs Patrick Morley, President & CEO We are transforming cybersecurity with a cloud-native endpoint protection platform Carbon Black www.thesiliconreview.com

4. EDITORIAL TEAM Editor-in-Chief Managing Editor Co-Managing Editor Sreshtha Banerjee: Vishnu Vardhan Kulkarni: Michelle Williams: Editor’s Note CORRESPONDENTS Sarah Collins Rachael Martin Rakshitha Rai Avinash Nayak Javid Ali ART DIRECTOR Smriti Kumari Rohit Baruah Kushal Kumar Anirudh Prasad Anusha With digitization, comes security! It is 2019, organizations are facing more and more challenges when it comes to digital marketing. Although we typically share similar goals, some are stuck on hiring top talent, while others are having trouble finding the right technology for their needs. With growth and revenue being top priorities for most businesses, most of the organizations this year have focused on converting leads to customers, while over half prioritized increasing traffic to their website. VISUALISERS G.Sai Pradeep S.Saipriyadarshini Shashi Kumar Vishwakarma Bodhaditya Mohanty Shashank Singh Subin Prakash.M SALES & MARKETING Steven Rogers Brian Curry Jennifer Anderson Mark Jarman Joseph Girard Jeff Miller Eric Johnson Simon Richard RELATIONSHIP MANAGER Kevin Martin Brendon Thompson This is the reality! Digital market doesn’t just move, it skyrockets, and as technologies continue to evolve so do customers. As a result, the marketing activities of organizations also need to move apace to keep up with both its application of digital technologies and developing the knowledge and skills to use them. ADVERTISING BUSSINESS HEAD John Allen, Project Head john@thesiliconreview.com Arjun Pandey, Project Coordinator arjun@thesiliconreview.com MANAGEMENT Pavan Kumar Kalla: Circulation Manager So while 2019 continues to witness developments in the realms of social media, VR, mobile marketing and user experience to name a few, the threats of security breach, hacking, ransomware are also multiplying, the need of digitization also brings the need of high-end security along with it - so what does the market holds? Here we present you the 5 exceptional digital marketing and 5 security professionals to help you be secured in the digital marketing loop. The Silicon Review “5 Best Digital Marketing Companies to Watch, and 5 Best Security Companies to Watch 2019”. These companies are not only the lead players in the market, but are helping other companies to engage their customers. The companies that are enlisted are armed with right marketing tools, know the art of executing an idea, known for their simplest yet reliable cybersecurity solutions and pro-active ability, customer centric approach and strategies to overcome market uncertainties. pavan@thesiliconreview.com PUBLISHER Manish Pandey QUERIES sales@thesiliconreview.com editor@thesiliconreview.com GET IN TOUCH The Silicon Review Corporate Office: Silicon Review LLC, #3240 East State Street Ext Hamilton, NJ 08619 Sales: 510-400-4523 Development Office: Silicon Review LLC, 340 S Lemon AVE #7046 Walnut, CA 91789 PH: 510-400-4819 MAGAZINE SUBSCRIPTIONS To Subscribe with The Silicon Review and get 20% off on the Cover price Visit: www.thesiliconreview.com or Email us: subscription@thesiliconreview.com Success recognized to the fullest! Best, Copyright Silicon Review LLC. All rights reserved reproduction in any manner is prohibited. Silicon Review LLC. Does not accept responsibility for returning unsolicited manuscript and photographs. Printed & Published by Manish Pandey on behalf of Silicon Review LLC at Printo Document Services. #3240, East State Street, Ext Hamilton, NJ 08619 Vishnu Vardhan Kulkarni Managing Editor, The Silicon Review editor@thesiliconreview.com The Silicon Review’s circulation is audited and certified by BPA International (Audit Pending) (CIN:-U72200KA2014PTC075778) (RNI REG. NO. KARENG/2017/75691)

6. Contents Vol - 1.0 | ISSUE - 1 | August Edition 2019 (U.S. Issue) 10 14 18 22 26 The Technology Partner for Software Innovation and Market-leading Solutions - Eleks Delivering state of the art security measures at your fingertips BAI Security Detecting what Others Miss - Fidelis Cybersecurity Creating the Best IT Solution for Your Business – TechMD Human and machine intelligence that is transforming security: Synack Nick Lantuh President & CEO Sebastian Igreti, CEO Michael Bruck President & CTO Jay Kaplan, CEO Andriy Krupa CEO We are transforming cybersecurity with a cloud- native endpoint protection platform Carbon Black COVER STORY / 32 Patrick Morley President & CEO

7. 40 46 52 56 62 Generating Visibility on Search Engines Location3 Ushering In a Techno-Creative future for Marketing: MBA Stephen Maher Founder & CEO Be Found. Convert. Grow ActiveMedia Catapulting small businesses to greater success W3 Affinity From your campaign strategy, winning sales pitch, copywriting, design to business analytics, we’ve got you covered clickTRUE Laszlo Horvath President & Founder Alex Porter, CEO John Keller, CEO Jackie Lee, CEO 08 12 16 Google to Allow Android Users To Use Certain Apps Without Passwords Wipro’s Brave Move towards Cyberattacks FEATURE ARTICLES Hardware Authentication: Providing a Reasonable Level of Security at a Low Cost 20 24 28 Worrisome News to All iPhone/Apple Users It is Official: US Army Signs the Iron Dome Deal Flaws found in British Airways E-Ticketing, Passengers Personal Data Exposed 37 38 42 DSLR Cameras Vulnerable to Ransomware Attacks: A Warning from Security Researchers From designing websites to creating an SEO empire: Rand Fishkin Voice Search and Its Impact on Digital Marketing 44 49 50 Small Businesses must Utilize Digital Marketing to Foster Market Reputation Over-exaggerating Product Benefits: Not a Wise Move Content Marketing: A Powerful Medium of Advertising 54 Search Engine Optimization: An Indispensable Tool in Digital Marketing 58 60 64 Four Digital Marketing Trends For 2019 Taco Bell: The Superstar of Social Media Marketing Data Analytics: Leveraging its Value

8. Google to Allow Android Users To Use Certain Apps Without Passwords 8 August - 2019

9. W by allowing Android users to use certain applications without the password. After Microsoft its Google’s turn to rid the world of passwords. The tech giants are about to begin a new feature which allows the Android users to use a few apps without any system login or passwords. The whole idea is of not having to remember a particular password which makes this feature more endearing and it is also more safe and secure. Yes, you read it right. This way the system will be more secure and free from malicious software. orld’s most trusted search engine is all set to create a benchmark users to use related apps and websites without any fingerprints, which you already register when you first got that phone. So it’s enough to login once and need not login every time you enter into that website or an app. With this feature, Google “verifies that it is you”, and make the authentication process more secure and simple so that the system is safe from malicious and abnormal software. This move by Google has impressed Android phone manufacturers and they believe that mobile phones with fingerprint sensor will gain more popularity. This has led to Android phones manufacturing companies like Nokia, Vivo, Oppo, One Plus, and Huawei to stated that they will be manufacturing more phones which has fingerprint sensors, which will help the users to protect their phone and database from malicious software. Google is currently working on this issue and this system is currently being used in all the Pixel and Android 7.0+ devices which have a fingerprint sensor and a screen lock. The only prerequisite which is required is that you have to sign-in into your personal Google account on the device. “This new capability marks another step on our journey to making authentication safer and easier for everyone to use,” said two Google team members, Dongjing He, and Christiaan Brand. Google has announced that this software will be developed very soon, and will be released in the market by 2020. Currently, users who have mobile phones such as Google Pixel and Android 7.0+ are able to use this software. Google is now planning to introduce this system in all the Android phones, which will not only help the manufacturers to gain popularity, it will also help them to save their databases from ransomware. With this move, Google will be the first-ever search engine which will allow its users to go password less and will set an example to others also. This fascinating move by Google is welcomed by Android phone manufacturers and they are all waiting to introduce the new software to the market. Passwords have all type of vulnerabilities —many people reuse their passwords across different sites and services. However, this type of credential is stored locally on the device that they can’t be predicted by the company’s servers. And the locally stored data cannot be to “phished” by tricking us into visiting a fake website. It is a small step taken by Google as it offers these features only in “step-up” situations to confirm your authentication. This helps in demoting the password without getting rid of them. Google is now trying to focus on its online services like Google Pay, Skype, and Chrome networks. Google is now offering its support for hardware security keys, which includes Titan models and other third-party models from companies such as Yubico. When you log in into a system which contains most sensitive information, Google sign-in screen pops upto ensure it’s really you. For example, passwords. google. com shows a list of saved user ID’s and other credentials, which you need to enter the Google Account login credentials. This is the new version, which Google is trying to simplify. Hope this new move by Google will also help the Android phone users to protect their most valuable and important information from hackers. The security standards of their mobile phones will be increased, and they will be free from remembering passwords for every app.SR Android users are already able to use the fingerprint sensors to secure their apps such as Google pay and other biometric options. Google is using the protocols of FIDO2 and the Web Authn standards, which will allow the 9 August - 2019

10. The Technology Partner for Software Innovation and Market-leading Solutions - Eleks E and technology challengers. The firm helps businesses elevate their value through custom software development, product design, QA and consultancy services. LEKS is the partner of choice for many of the world’s leading enterprises, SMEs improve efficiency and flex your business model to boost revenue. you, are 100% happy. With a client satisfaction rate of over 97%, Eleks is considered a key strategic technology partner. Adopt digital transformations The firm can help you adapt to changing demands with agile, innovative, technologies – like blockchain, Data Science and Cloud. You can leave your in-house resource in place to focus on your core business, for perfectly seamless service delivery. Dedication to success The firm drives innovations that help the clients stay ahead of the curve. The company cares about your immediate needs and long-term goals. Eleks believes that success is three-fold: for the clients, their customers and the communities they influence. Problems it`ll Help You Solve Close IT resourcing gaps The team of more than 1400 software experts can tailor its core services to fit your business requirements. And for those most complex of challenges, It’ll engage experts with a grounding in physics and mathematics – to guarantee success where software expertise alone might not be enough. What’s Different about ELEKS? How the Firm Works Eleks helps you address complex business problems with technology solutions. The problem-solving technology partnership - ELEKS has championed technological innovation since 1991. Now, with more than 1,400 experts across Europe, the US and Canada, Eleks helps clients overcome business challenges with custom software engineering and consultancy services that add tangible value. Engineering with passion Eleks is a network of innovators. It devises bold solutions to the most intricate client challenges. It’s the ability to explore new technologies to design best-fit solutions that have 96% of its clients ready to recommend us. Save business operations costs It’ll help you test bold new ideas while sharing your development risk. So you can save up to 30% on development costs, get products and services to market twice as fast, Performance focus Eleks become your dedicated partner. Which means it won’t finish a project until both it, and The company is passionate about its cross-functional approach. 10 August - 2019

11. The Leader Andriy Krupa | Chief Executive Officer Andriy is a seasoned executive and legal expert who has been with ELEKS for over a decade. In his role as acting Chief Executive Officer, Andriy is leading the company towards its long-term strategic goals of delivering outstanding customer value results, driving effective innovation throughout the company and expanding its global reach. He holds an MBA from the European School of Management and Technology in Berlin, Germany, and a Master of Law (LLM) degree from Chicago-Kent College of Law, IIT in Chicago, the U.S. Andriy has previously served Chief Compliance Officer, overseeing the legal and administrative aspects of the business. Andriy Krupa, CEO Reduce your risks It’ll help you validate your ideas, create prototypes, develop a roadmap and implement your vision, through deep-dive business and user analysis. You’ll reduce your development costs and have full confidence in the strength of your idea before securing major investment. The firm helps you design, test, build and deliver products – faster and more cost-effectively. ELEKS’ cooperation models offer flexibility, so it can match its services to your goals, resources, and timeline. Eleks is proud to contribute to the success of the world’s leading brands. “Our belief in creating tangible value for our customers is what it thinks is different about ELEKS. Its attention to detail and quality is unmatched in the industry. Eleks is not just a resource provider. The company values our customers’ success as much as our own – sharing development risk so that they can be bold in their adoption of new technologies.” Product Design Speed up time-to-market The company’s product design service lets you prototype, test and validate your ideas and get your product to market faster. Eleks helps startups and product companies secure investment, while enterprise businesses and product companies can streamline processes, for a smoother delivery. Create your product concept ELEKS’ product design service helps you define your product vision and roadmap. The customer-centric approach ensures your product is shaped to fit real customer needs. The company combines technical expertise with Design Thinking, helping you craft user experiences that drive engagement. Enhance your existing products The firm helps product teams redefine, reposition, improve and grow existing products. Its customized end-to-end service encompasses the implementation of your product roadmap, to support the future vision of your product. Test out your business idea It helps startups prepare for market launch and larger businesses test out their boldest ideas. Through analysis of your business goals, market trends, and technological possibilities, it designs services and technology-proved concepts that best fit your needs. SR 11 August - 2019

12. W ipro ’s Br ave Move t owar ds Cyber at tacks W Premji has set a trend in the field of information technology. India’s fourth-largest software exporter and one of the biggest information technology-based company of India, it is ready to set up an example. Yes, Wipro taking a step ahead to ensure that its systems and databases are free from cyberattack. ipro, which was founded in the year 1945 by Mohammed Hashim affected users and took remedial steps to contain and mitigate any potential impact.” Wipro stated. been used to identify cybercrimes and to prevent the cyberattack. Various techniques are being used during crime analysis. To name a few: Wipro has gone a step forward to ensure system safety and is hiring computer forensic firms to protect their database from cyberattack. Computer forensics is a branch of digital forensic which mainly investigates on stored data pertaining to cybercrimes. It came into action in the year 1980 when computer and cybercrime became real serious. Computer Forensics, authors Kruse and Heiser define computer forensics as the preservation, identification, extraction, documentation, and interpretation of computer data. They say its more of an art than a science. Cross-drive analysis: a technique which helps in correlating the information that is found on hard drives. It has its role to play in social networking sites and security related sites. A recent investigation by cybersecurity website called Krebs On Security stats that the hackers had negotiated Wipro’s IT database and launched attacks on their system software. Chief executive of Wipro Abidali Neemuchwala told reporters that “such attacks are common in the industry” and called it a “zero-day” attack which means an attack which occurs on the same day when a software vulnerability has been discovered. Live analysis: it involves the examination of computers, within the operating range or the already existing tools and data to gain evidence. This is mainly used to encrypt files from the system, from hard drives before the computer shut down. Computer forensics has played its part in criminal law since the 1980s. Especially in Dr. Conrad Murray’s case, who was the family doctor of Michael Jackson, he partially convicted by digital evidence on the computer, which included medical documentation showing a lethal amount. To solve Sharon Lopataka’s case, where emails found on her computer lead investigators to find the killer, Robert Glass. There are several computer forensic analysis that has Deleted files: it is one of the most common and useful techniques that has been used to recover the deleted files. Many new tools and software are been found out which helps in recovering and retrieving the deleted files. “This attack are been greatly prized by hackers as there is no available firm to fix the breach. We detected a potentially abnormal activity in a few employee accounts on our network due to an advanced phishing campaign. Upon learning of the incident, we promptly began an investigation, identified the Stochastic forensics: it is one of the most important types of computer forensics that has been developed in recent times and it plays a very crucial role in data management and also is being 12 August - 2019

13. used in several companies. This method uses the stochastic properties of the system to get information about digital artifacts and data theft, which is the most common issues faced by IT industries. image if available. The hash changes in the image will help to recode the data. Many computer forensic tools are available in the market which helps in identifying and solving many criminal and cyberattack cases. Some tools such as CAINE Linux, DEFT, pentoo, parrot security OS, COFEE, windowsSCOPE, forensic explorer and many other tools are used to prevent malicious software. this modern touch, Wipro is all set to bring about a revolution in the field of computer forensics. If everything goes right, Wipro will one of the very few companies which utilize computer forensics to end the cyberattack and gain client’s confidence. It will set an example to other information technology companies by bringing in new ideas to prevent system software and databases from bugs and malicious software. This gives us a slight assurance that cyberattack can be prevented using modern technologies and proactive thinking and alertness.SR Steganography: it is a technique which is been used to hide the information from the database, and this method utilizes the process of hiding data and very important information inside a picture or any digital image. Computer forensic professionals can recode it by looking at the file and comparing it with the original “We continue to monitor our enterprise and infrastructure at a heightened level of alertness,” Wipro said in a statement. With 13 August - 2019

14. Delivering state of the art security measures at your fingertips: BAI Security A genuine concerns when it comes to security and compliance. In an age of rapidly evolving cybercrime that is getting more audacious with in providing state of the art security medium-sized business in just about every sector needs to grapple with each passing day, every company requires elaborate measures in place to deal with issues arising from malicious activities. A private corporation named BAI Security has distinguished itself as a world leader assessments and compliance auditing measures for companies in the banking, insurance, pharmaceuticals and healthcare industries to deliver customer friendly, flexible, cost-effective and market winning services. With over a thousand customers in highly regulated industries around the country, BAI Security has established its position as a reliable service provider to help customers experience sustainable growth. BAI Security offers a wide variety of services and they are as follows IT Security Assessment At a time when the world is more connected than ever, cybercrime always seems to find newer ways to circumvent some of the most elaborate defenses. It is clear that security against malicious Michael Bruck, President & CTO Meet the stalwart behind BAI Security’s meteoric rise, Michael Bruck Michael has served as BAI’s President and CTO since forming the company in 2007. Under his leadership, the company has become a trusted security partner to more than a thousand organizations in regulated industries within the US alone. Specializing in governance, risk, compliance, and auditing services BAI Security has developed a solid reputation for cost-effective, market-leading, security services for the banking & finance sector, as well as many other regulated industries. With more than 20 years of IT, business development, and customer relationship expertise, Michael has brought BAI Security from a fledgling IT services firm to a Cybersecurity Solutions innovator. Mr. Bruck has a passion for listening to the specific needs of his clients and combining that with his expertise with modern-day threats to develop industry-leading services that exceed those available in the marketplace today. By still maintaining an active role in the field, working directly with BAI’s client base, Michael continues to look for new ways for his firm to help organizations protect themselves from modern Cybersecurity threats and exceed customers’ expectations.

15. activity is an evolving situation and there is no such thing as one solution fits all. In light of such growing uncertainty, BAI Security’s dedicated team of experienced cybersecurity professionals carry out a comprehensive assessment of a client’s systems to find vulnerabilities and fix them before the bad guys find it. In addition to the analysis of existing systems, BAI Security also conducts various drills and training sessions to train the staff of their clients to detect and deter some of the most sophisticated hacking techniques by simulating several real-world scenarios. pieces of malicious code by using highly-specialized forensic software on all endpoints. This pinpoints compromised nodes that could be used to gain unlawful access to mission-critical information. of the latest techniques used by some of the most ingenious hackers and provides clients with a cost- effective Vulnerability Management service at regular intervals to eliminate loopholes in existing systems that can be exploited. Social Engineering One of the most common ways organizations get breached is through personal manipulation of some of their employees. Hackers pose as friends, acquaintances or even service providers in order to entice employees into disclosing sensitive information and login credentials to gain access. Moreover, phishing and baiting have resulted in countless individuals as well as corporations losing data to unauthorized access. BAI Security’s services goes beyond the annual audit that only fulfills compliance requirements. The Vulnerability Management service suite does not require any kind of setup or employee training. Additional scans can be carried out as per the requirements of clients. Furthermore, at the end of every scan, the company delivers detailed reports of all the vulnerabilities discovered along with the appropriate measures needed to address them. Compromise Assessment Unauthorized access into an organization’s network or theft of sensitive data might unfold gradually over a period of time. Malicious activates by hackers are often carried out in a subtle manner so as to avoid detection. In such a scenario, a hacker can gain access to a company’s network by exploiting weaknesses in the system and remain dormant to wait for the opportune moment. These types of attacks are often the hardest to detect as they don’t trigger any alerts. BAI Security uses a plethora of real world techniques to train their clients to overcome and outwit some of the most commonly used tactics in social engineering attempts. It is important, not only to have the latest tools, but also to be aware of some of the inconspicuous techniques in cybercrime. Based on the understanding that an organization that is compliant technically doesn’t mean that it is truly secure, BAI Security focuses on providing the best breed of services that take assessment to the next level by identifying the remaining gaps in protection. BAI Security’s road map for the future involves full-fledged IT Security Planning and Consultation, Outsourced Security Team services, Incident Management services, and expanding the compliance services to more industries with HIPAA, PCI, and NERC Control Evaluations. Vulnerability Management In light of the fact that cybercrime is a constantly evolving threat, vulnerabilities that were once thought to be insignificant can turn out to be the most damaging in future. BAI Security keeps a breast However, BAI Security’s top of the line Compromise Assessment service detects intelligently hidden SR “BAI Security is a nationally recognized security auditing and compliance firm that specializes in providing our clients with the most innovative and cost-effective solutions in our industry.” 15 August - 2019

16. Hardware Authentication: Providing a Reasonable Level of Security at a Low Cost “Securing a computer system has traditionally been a battle of wits: the penetrator tries to find the holes, and the designer tries to close them.” — Gosser H into one’s social media account, phone and computer; therefore, people cannot rely fully on passwords. The security mechanism to prevent data breach must be robust. ackers and data thieves in recent times have been able to crack the code to barge infrastructure and management tools combined with the unique ability to protect identities at the hardware layer versus software where the majority of breaches occur today. advantages of biometrics: the process doesn’t need any passwords or tokens. The factors that include in the biometric process are facial and voice recognition, behavioral biometrics, and fingerprints. The new solution is born out of a previous development that the company carried out for security functions to create a device part of the verification process. In general, a robust authentication process needs three things from users: their password, credentials, and a username and what they own such as a token. Biometrics has certain parameters. The parameters determine the personality of a person based on identification and authentication. The results are determined on the basis of the retina and iris, a hand vein pattern, a handprint, face geometry of 2D/3D face models, hand geometry, signature, voice, gait, and shape of ears. By far, developing a mechanism for hardware can be a complex process but Intel is one such company that has come up with a new feature known as bake into one’s hardware. The processor and chip manufacturing giant have installed new Intel Authenticate Solution in its sixth-gen Core vPro processors. Moreover, there are companies which are coming up with new authentication methods such as biometrics. There are a lot of Several companies produce biometric parameters every year, which can recognize and verify a personality. But, the process to The Intel Authenticate Solution leverages an enterprise’s existing 16 August - 2019

17. study them is expensive and time-consuming. Therefore, the scrutiny degree of a biometric parameter directly affects the extent of its using. consuming then detecting a face shape or fingerprint. On the other hand, it is cheaper and easy to use than other methods. The process should be used for medium and large objects including the objects with the maximum safety needs. popularity diminished.Whereas, the fingerprint access method is optimal for the objects with the number of staffs to several hundred people. In the most recent studies, it was found that the most effective and forgery resistant access parameters are the Eye’s iris and a hand’s vein pattern. But, the process is time By comparing some of the security features, it seems like the parameter which could help people is the method involving the study of the hand vein pattern and the eye’s iris.SR The application of 2D face is economical and convenient, but due to its poor statistics, its 17 August - 2019

18. Detecting what Others Miss - Fidelis Cybersecurity DETECT. HUNT. RESPOND. S detect and respond to threats across your network, endpoints, cloud and enterprise IoT with certainty. Fidelis Cybersecurity is committed to helping its customers detect and respond to the advanced threats of today and tomorrow, with powerful technology solutions and services that provide security professionals with the accuracy and context to make faster, more informed decisions. peeding up security, slowing down attackers, and protecting data, is something that everyone expects and wants to do. Quickly classified network assets, while providing unmatched visibility and real-time traffic analysis with advanced threat detection and data loss prevention. See More, Inspect More Identifying threats and data leakage requires deep inspection and analysis of all forms of content, including unpacking and extracting deeply embedded files. Fidelis Network bi-directionally scans all network traffic, regardless of port or protocol, to reveal the network and application protocols, files, and content with sensors in five locations (direct, internal, email, web, and cloud). The Firm’s Biggest Assets Whether it is hunting attackers, investigating your security incident or inventing key capabilities, the firm is not done until its customers are secure. This relentless passion for protecting its customers is not just a core attribute of its leadership – it drives the entire organization. In an industry filled with exaggerated claims, Fidelis stands for truth. The firm tells it like it is and it stands up for what it believes in. The unique vantage point on the front lines of the cybersecurity battle means it sees things others can’t and speak with the credibility that few can match. Map Your Cyber Terrain Automatically profile and classify IT assets and services including enterprise IoT, legacy systems and shadow IT to map your cyber terrain. Adding Fidelis Endpoint provides software inventory and known vulnerabilities with CVE and KB links, plus security hygiene for patches and endpoint status. You can even import third party external sources to enrich your cyber terrain knowledge. The Firm Believes in the Profound Power of its People Fidelis seeks top talent with brilliant minds, the skills, and drives to excel, and the passion to defeat the toughest adversaries. With Fidelis, you can shape your future, succeed in a highly entrepreneurial environment, and have fun in the process. Prevent Threats Fidelis Network includes multiple sensors that can be placed throughout your network to enforce prevention policies. These sensors can be placed inline or out-of-band based on your network configuration and prevention tolerance. THREAT DETECTION AND DATA LOSS PREVENTION (DLP) Detect Threats By conducting real-time network content and context analysis and identifying behaviors that indicate compromises, Fidelis Network provides automated detection for the proactive discovery of attackers, suspicious hosts, and malware.SR Eliminate Your Network and Cloud Security Blind Spots Watch this short video to learn how Fidelis Network automatically discovers and continuously 18 August - 2019

19. Nick Lantuh, President & CEO The Leading Man Nick Lantuh | President & CEO Nick has more than two decades of proven start-up, sales and goes to market leadership experience. Most recently, he served as Executive Chairman of eSentire, where he provided both strategic and operational leadership to support the company’s growth and market expansion, culminating in the sale of eSentire to Warburg Pincus. Before eSentire, Mr. Lantuh was the founder and President of NetWitness (acquired by EMC in 2011). As President, he secured funding, built the management team and ran day-to-day operations from inception through sale, culminating in a #21 overall ranking on the 2010 Inc. 500 List of Fastest-Growing Private Companies in the US and a #1 ranking as the Inc. 500 Fastest-Growing Software Company in the US. NetWitness was also recognized by the Virginia Chamber of Commerce as the Fastest Growing Company in the State of Virginia for 2011. Mr. Lantuh had previously held senior executive roles in multiple startups in endpoint security, network security, optical networking, and wireless, culminating in an IPO and acquisitions by Cisco, McAfee, EMC, and Ceridian. He was an Ernst & Young “Entrepreneur of the Year” Finalist for Greater Washington in both 2010 & 2011, and an ACG (Association for Corporate Growth) Finalist for the National Capital Chapter in 2011 for M&A Deal of the Year over $100M. Mr. Lantuh sits on numerous corporate & non-profit Boards of Directors and Advisory Boards. Mr. Lantuh holds a BS from Cornell University, an MBA from the University of Rochester’s Simon Graduate School of Business and has also completed the Executive Program for Growing Companies at Stanford University’s Graduate School of Business. We automate threat detection, hunting, “ and response across your network, cloud, endpoints and enterprise IoT.” 19 August - 2019

20. Worrisome News to All iPhone/ Apple Users A brand around the world is in danger. Yes, the most trustworthy iPhone which runs on iOS8 and iOS13 can be hacked. The US security has found out that the recent models of iPhones and iPads can be hacked easily using SQLite database. pple, one of the biggest mobile companies in the world; the most trusted and iPads can be easily hacked. The malicious codes can create superbugs and can steal the information that is present on the phone. SQLite database engine is been used all around the world. Companies like Adobe Inc, BMW, Skype use this database. Apple also has been convinced with this fact and the AppleInsider explains “The bug has been considered unimportant because it was believed it could only be triggered by an unknown application accessing the database, and in a closed system like iOS, there are no unknown apps. However, Check Point’s researchers then managed to make a trusted app [the ubiquitous Contacts app] send the code to trigger this bug and exploit it.” unlocked iPhone or iPad to exploit it but this may change. Last month almost six flaws were found which enabled the hackers to read the files and one remains unpatched even today. The warning bells have struck, the researchers are trying hard to remove the bugs which are causing security issues in their systems, and are in dire need of a solution. Though it is reported that the bugs are been totally removed from their system software, it is not yet been confirmed by the higher authorities of Apple. The researchers are trying hard to find a solution to completely remove the bugs, pertaining to their system software and also to check there is no other malicious software which might cause problems in the future. Hope the researchers find a solution, the issue gets rectified and the iPhone users can breathe a sigh of relief. SR SQLite database is a relational database management system which stores the entire database (definitions, tables, indices, and the data itself) as a single cross- platform file on a host machine. It locks the entire database file during writing and it performs multitask operations, with the sequential database. It is not a client-server database and hence requires less configuration setup. Although care has been taken to fix the bug, it seems things are not working with Apple Inc. However, it was relieving to know that the hackers need access to your Using this SQLite database, the contact information in iPhone

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22. Creating the Best IT Solution for Your Business – TechMD Your Technology Simplified “We provide the best IT solutions for all our customers and simplify your technology by giving you the best IT experience.” T cybersecurity services, strategic IT consulting and managed IT services. The company is passionate about bringing enterprise-level productivity, scalability, and security to small and medium businesses. echMD is an award-winning IT solutions firm that specializes in cloud solutions, maintaining business continuity and data security. A robust security solution includes persistent threat monitoring, facilitating compliance with regulatory requirements, and managing data recovery services. while you sleep, ensuring that your systems stay up and running when you need them. Transparency and Accountability A trustworthy IT partner prioritizes full transparency so that clients have a clear understanding of what is being done and why. This means flat-rate monthly billing for unlimited service and clear customer service metrics for performance and accountability. User Education and Training Technology is only as good as the people using it, so comprehensive IT support focuses on educating people about the changing IT landscape. This includes keeping you up-to-date on security issues and helping you leverage technology to improve productivity. Cloud Integration and Migration Cloud services have allowed businesses to increase reliability and scalability while reducing the costs associated with hardware replacements. Innovative IT services will offer customized cloud infrastructure to meet your business needs. Uplifting Service and Community Involvement Doing IT right means giving back to the community and treating employees and clients like family. Great companies take care of their people, who are then inspired to deliver excellent service, collaborate with clients, and volunteer in their communities. Dedicated Help Desk and On-Site Support In a fast-paced environment where a single computer issue can destroy productivity, a help desk with instant support and a robust emergency response plan will help keep your business running smoothly. Call in with an issue and get help right when you need it. Strategic Consulting and CIO Services Doing IT right is more than just fixing computers and preventing issues. Organizations need technology planning, long-term budgeting, and strategic consulting to remain flexible as they grow and meet new challenges in the years to come. The Best IT Services Experience, Period TechMD is an award-winning IT solutions firm that specializes in cloud solutions, managed cybersecurity services, strategic IT consulting, and managed IT services. The company is passionate about bringing enterprise-level productivity, scalability, and 24/7 Proactive Monitoring Proactive IT means working around the clock to identify and prevent issues before they become major problems. This means monitoring devices, servers, and workstations Robust Network Security and Data Protection A comprehensive cybersecurity solution is a critical part of 22 August - 2019

23. The Leading Man Sebastian Igreti | CEO As CEO and co-founder of TechMD, Sebastian is passionate about empowering people to leverage their technology in new ways. Under his leadership, TechMD has continually expanded its innovative approach to managed services and maintained a gold standard of service for its clients. Sebastian has been working in and around technology for more than twenty years now. Before co-founding TechMD, he served as the Director of Information Technology at Tulon, Inc., where he was responsible for overseeing IT strategy as the company expanded into several international markets. Sebastian was born in Romania and immigrated to the U.S. with his family as a teenager. He currently resides in Huntington Beach with his wife, Andreea, and their three rambunctious sons. Sebastian Igreti, CEO security to small and medium businesses. address today’s cybersecurity threats. We’ll help you manage compliance needs to reduce regulatory risk, handle user training so your employees know how to spot and avoid cyberattacks, and deploy top-tier business continuity solutions to keep your business running even if you suffer a breach. With TechMD, you can rest easy knowing your data security is in good hands. the company has a full team of analysts who work while you sleep to ensure that your technology is reliable and secure. Cloud Solutions Supercharge your team’s mobility while eliminating the hassles and risks of doing IT the old way. It develops optimized, custom cloud solutions that leverage market- leading products like Office 365, Microsoft Azure, and Google Cloud to move your business forward. Whether you’re looking to migrate your entire server infrastructure into the cloud or simply revolutionize productivity with cloud email, file-sharing, and collaboration, it has a solution for you. IT Consulting Technology is constantly changing, and it can be tough to stay ahead of the curve without a dedicated Chief Information Officer providing full-time strategic analysis and IT management. That’s where TechMD comes in: It’s IT consulting team will become experts on your organization’s technology and help you leverage it to achieve your goals. Whether you want to learn about new solutions that can solve business problems, upgrade existing systems to meet new challenges, or simply plan and budget for where your technology is going, we’re your virtual CIO. SR Managed IT Services TechMD manages every aspect of your IT needs, so you don’t have to give it a second thought. Whether resolving a simple computer issue, deploying a new workstation, or monitoring your systems for hidden problems, we’re here for you and your team. And we’re always busy keeping your systems up and running, not just during the day— Managed Cyber Security TechMD provides world-class managed security solutions that 23 August - 2019

24. It is Official: US Army Signs the Iron Dome Deal T mighty US army, which undoubtedly is the strongest and best-equipped army in the world with the largest military budget of $610 billion, is all set to sign its new deal. directions simultaneously. Dome,” said Daryl Youngman, Deputy Director of Air and Missile Defense Cross-Functional Team, US Army Futures Command. In the meantime, the Iron Dome will be sent to operational units to participate in informal exercises, which will let the US army official identify the working principle of the missile and how is it helpful for Indirect Fires Protection Capability (IFPC) and air defense architectures. The Iron Dome has three major components; he United States of America is all set to sign the Iron Dome deal with Israel and India. The defense missiles which is designed to intercept and destroy rockets and shells that are being fired from distances of four kilometers to seventy kilometers. It has the ability to intercept the rockets that are coming from two different enduring capability in the interim. “We’re conducting analysis and experimentation for enduring IFPC, that includes some engineering- level analysis and simulations to determine the performance of multiple options, including Iron The Iron Dome system was operational and it was used by Gaza forces for the first time in 2011. It is reported that the Iron Dome has intercepted more than 1,200 rockets till date which is the highest number of interceptions by any defense missile. It is said that in future the Iron dome will be deployed at sea, to protect the shore gas platforms that are present in Israel. America’s contract with Israel is set in stone, with this contract been calling America will be having an The US army was formed in the year 1775, since then the army of this country has come a long way. It has around 1,358,193 active- duty personnel. The United States is considered as one of the best- trained, powerfully equipped armies in the world. It has the highest number of aircraft, most advanced technologies in its militant force and is the home for the world’s largest nuclear arsenal. America has finalized its decision, which includes the purchase of two Iron Drone systems for its Army, which will be helpful for its interim cruise missile defense system. This deal will ensure that the defense system gets a modern touch. • Detection and Radar: the tracking radar is built by an Israeli defense company named Elta. It helps in tracking and detection of the rocket. • Battle management system and Weapon control: this system is been built by Rafael mPrest systems, which is an Israel based software company. It helps in calculating the impact point of the target. • Missile Firing Unit: one of the most important systems of the missile, which is used It is a multi-tiered air defense system which is developed by Rafael Advanced Defense Systems, Israel Aerospace Industries and co-developed by American company Raytheon. Its manufacturing units are in Israel, India, and partly in the US. It is one of the most commonly used Iron Dome 24 August - 2019

25. It is Official: US Army Signs the to launch the interceptor missile, which is equipped with an electro-optic sensor and steering fins which gives the missile high maneuverability. This is been built by India. continue as the major US partner in producing components for the Iron Dome missile. America will be producing major components which are required as per the deal. Amir Peretz, an Israeli cabinet minister, told that “The Washington Post that Iron Dome is no more than a stopgap measure, and that “In the end, the only thing that will bring true quiet is a diplomatic solution.” With this deal, America will not only gain the modern touch to its defense system but will also become one of the strongest countries in terms of the air missile defense. This move by the US is appreciated by both Israel and India. It will help to build new modules and domain in the field of defense technology and will create more job opportunities in countries like India and Israel. SR With the great increase in funding for Iron Dome by the Unites States. Recently media reported that the Iron Dome will also open its manufacturing unit in India. Raytheon will, as usual, 25 August - 2019

26. Human and machine intelligence that is transforming security: Synack C increasing number of tasks from doing our daily work, finding and paying for services, planning vacations, paying bills, grocery shopping, etc. Every internet-based service requires user information such as names, social profiles, credit card information, banking details, and so on, which presents attractive and lucrative opportunities for criminal hackers to exploit them. Cybercrime is one of the biggest threats of our time, and the damage affects consumers and businesses alike. Cyber attacks don’t only result in the theft of sensitive user information and mission-critical business data, but it also causes significant and costly business downtime. According to the World Economic Forum, economic loss due to cybercrime is predicted to reach $3 trillion by 2020. of threats. Founded six years ago by two experts who worked for the National Security Agency (NSA) of the United States, Synack aims to transform the way organizations conduct their security testing. Co-founders Jay Kaplan and Mark Kuhr realized that there was a growing talent gap (there will be 3.5 million cybersecurity jobs left unfilled by 2021 according to Cybersecurity Ventures) that limited the effectiveness of organizations’ onstant connectivity is defining our way of life as we use the internet for an across all industries. Penetration testing is one of the most common traditional methods utilized by security teams to help them identify and fix vulnerabilities quickly and effectively before a criminal can exploit them. However, there are many problems with traditional penetration testing, including infrequent testing cadences, lack of control in timing and implementation, limited visibility into the testing, limited diversity in talent, and no incentives for testers to look for vulnerabilities that have the potential to cause a lot of damage. Today’s security leaders are looking to go beyond traditional preventive cybersecurity measures in order to protect their businesses. security. However, Kaplan and Kuhr knew that there was exceptional security talent that existed around America and the world; it just needed to be utilized creatively. They decided to crowdsource the best talent from around the world and build an innovative and effective security testing solution around them. The power behind Synack is their network of crowdsourced ethical hackers, the Synack Red Team (SRT), who come from middle-of- the-country America to India and represent over 60 countries from around the world. The Synack Red Team recruits and retains the world’s most skilled and most trusted ethical hackers: every Synack Red Team member has gone through an intensive 6-step vetting process to test their skills and trustworthiness. Less than 12% of all applicants make it through the full process to become part of the Synack Red Team. Synack is one cybersecurity company that stands out in providing innovative, state-of-the- art protection against a wide range Cybercrime is a growing threat to organizations of all sizes and All testing by SRT hackers is conducted securely and puts the customer in complete control. LaunchPointTM is Synack’s proprietary secure gateway technology through which all SRT testing traffic is routed. LaunchPoint offers testing data analytics (such as testing hours logged, attack type “We deliver a continuous security scaled by the world’s most skilled ethical hackers and AI technology.” Mark Kuhr

27. Meet the visionary behind Synack, Jay Kaplan Jay Kaplan serves as CEO of Synack. Prior to founding Synack, Jay served as a member of the DoD’s Incident Response and Red Team and as a Senior Computer Network Exploitation and Vulnerability Analyst at the National Security Agency. He received multiple accolades for classified work at the NSA while supporting counter terrorism-related intelligence operations and was also a former member of the Commission on Cyber Security for the 44th President. Jay received a BS in Computer Science with a focus on Information Assurance and an MS in Engineering Management from George Washington University while studying under a DoD/NSA-sponsored fellowship. Jay Kaplan, CEO analysis, testing coverage maps) and pause/restart capabilities for all testing traffic. Customers also have the option to utilize LaunchPoint+, which is a hosted workspace that provides additional data privacy and security benefits. scale their security. SmartScan, a “smart” proprietary vulnerability scanner, works in tandem with the company’s crowdsourced network of ethical hackers to alert them of suspected vulnerabilities, while continuously learning the techniques of human testing, to provide cybersecurity testing support on a 24/7/365 basis. Additional benefits of the Synack Crowdsourced Security Platform include: • Noise Reduction: 99.98% of total noise is reduced from platform technology and human triage • Higher Value: The latest version of Synack’s platform with augmented intelligence gives customers a 159% ROI in comparison to a traditional penetration test and 262% ROI in comparison to a traditional scanner • Efficiency: >4x the efficiency of a traditional penetration test The lack of talent isn’t the only concern of security leaders today. As organizations grow in technical sophistication and manage not only vast digital infrastructures but also a significant number of security vendors, scale is a huge problem. Many enterprises manage more than 70 security vendors and receive thousands of security alerts each month. Synack’s AI-enabled and human- powered crowdsourced security platform delivers the perfect combination of human creativity and depth with the speed and reach of a machine. Thanks to augmented intelligence from human and machine, the platform becomes more effective and efficient at identifying exploitable vulnerabilities over time. Synack’s crowdsourced testing solution offers >4x the efficiency compared to a traditional penetration test while maintaining the control and safety mechanisms needed in a crowdsourced model. In addition to SmartScan, Synack has also recently launched enhanced reporting features, Apollo (a machine learning and automation engine), and LaunchPoint+ (an improvement to its secure testing gateway with added researcher endpoint control and enhanced workspaces) to its platform. SR This year, Synack has been launching new technology features and products as part of their security testing platform, in order to enhance the work of their industry-leading global network of hackers and to help customers 27 August - 2019

28. Flaws found in British Airways E-Ticketing, Passengers Personal Data Exposed B Kingdom is in the news again. It is said that a security bug was recently discovered in the e-ticketing system of British Airways which has the potential to expose the personal information of its passengers. ritish Airways, a London based airways, the second- largest airline in the United included in the URL parameters that direct the passenger from the email to the British Airways website where they are logged in automatically so they can view their itinerary and check-in for their flight, the passenger details included in the URL parameters are the booking reference and surname, both of which are exposed because the link is unencrypted,” said the researchers. data or even manipulate their booking information. The exposed information even includes the flight time seat number and even their house address, which helps the hackers to loot the passenger’s house and these flaws are being reported since July, where the links are being vulnerable. The check-in links which are sent to their passengers through email is now being unencrypted, from which the booking reference numbers, mobile numbers, email address, and their personal information are been exposed. It is estimated that almost 2.5 million connections are been affected by British Airways domains from the past six months. According to British Airways, no passport or the payment can be accessed and there is no evidence which shows that the details have been hacked. “We take the security of our customers’ data very seriously, like other airlines, we are aware of this potential issue and are taking action to ensure our customers remain securely protected,” stated an employee of British Airways. It shows that some are snooping on the public Wi-Fi network, which can be easily intercepted and the link request can be accessed. This will help the hackers to get access to the passenger’s online check-in. Several airports which have open Wi-Fi networks are the main targets of these notorious hackers. It is reported that hackers can easily view passenger personal “In an effort to streamline the user experience, passenger details are 28 August - 2019

29. Flaws found in British Airways E-Ticketing, Passengers Personal Data Exposed A similar check-in vulnerability was reported in February, where eight major airlines were targeted by the hackers. Airlines such as KLM, Air France, Thomas Cook, Air Europa were notified and they urged to take immediate action and secure check- in links. Researchers have said that airlines have to adopt secure encryption for the check-in process and use licensed user authentication for each step where the information is accessible, especially when the information is editable. and its mobile app in August. In July 2019, a record amount of $230 million was imposed on British Airways for data breach complaints that were filed against it. said that they will go through the issue and will find a solution as early as possible. British Airways also installed a new security software which prevents the entry of malicious software and also made sure that the third-party service systems were protected by anti- virus software so that there will be no data breaching. Hope the British Airways takes suitable steps in order to reduce the data breaching and will gain the trust of its customers. Not only British Airlines, but other airlines have also been hit by security issues. Air Canada reported that around 20,000 mobile app users found that their passport information was exposed. They had to reset their accounts after this unusual login behavior was detected. The customers were impacted by a data breach which was as a result of a malware that was planted on a third-party service. This is not the first time that British Airways has been plagued with cybersecurity issue, the passengers reported such issues past year. Over 380,000 card payments were compromised with respect to security breach which occurred on the company’s official website “Our research team observed the leak still occurring this week so we believe it is still unfixed, the British Airways has been in touch with us this morning so we are hopeful it will be addressed soon” stated the researchers. SR British Airway said that they have appointed computer forensics department for solving this issue. The computer forensic researchers 29 August - 2019

30. Journey towards Excellence Journey towards Excellence Evolution of Digital Marketing T to imagine a world without the Internet. Technology has changed the way brands and businesses do marketing. Digital Marketing has brought drastic changes in terms of customer engagement and brand awareness. Hence, it would be interesting to learn how digital marketing evolved over the years. he development of digital marketing dates back to the time when networking technologies had started to unravel. In simple terms, digital marketing can be defined as using digital technologies, particularly Internet to market products and services. Today, it sounds impossible Ray Tomlinson, an American computer programmer implemented the first email program. The inventor of email set the platform for people to send and receive messages through different machines. This was later used as a marketing strategy to spread promotion- related messages 1971 1971 The term digital marketing was first used. This year is more recognizable as the start of digital marketing as the Archie search engine was created this year as an index for FTP sites. It was the first ever Internet search engine 1990 1990 The first ever product sold and bought online over the net was marijuana using ARPANET accounts in 1972. Yes, you heard it right! Marijuana was the first ever thing to be sold online. However, the earliest shopping experience was created by Charles M. Stack in 1992 when he launched his online bookstore, Book Stacks Unlimited 1992 1992 The first clickable ad banner got live. It was the “You Will” campaign by AT&T and after a few months of it going live, 44% of the people who saw the ad clicked on the link 1994 1994 Yahoo, one of the most popular search engines of its time was introduced to the world on March 2, 1995. The company was the pioneer in the early Internet era of the 90s 1995 1995 1996 1996 Similar smaller search engines were launched in this year like HotBot, LookSmart etc. The first social media site, SixDegrees.com was created in 1997. The presence of social networking sites has a major role in spreading brand knowledge to the masses, giving marketing the digital touch 1997 1997 The birth of Google brought a revolution in the world of Internet and also, in the field of marketing. Google was founded on 4th September 1998 1998 1998 Google AdWords, an online advertising platform was launched in 2000 with 350 advertisers. Today, millions of advertisers generate tens of billions in revenue for the company 2000 2000 The first ever Mobile Marketing campaign was launched by “Universal Music” in 2001. Though it sounds like a common thing today to target audience on their smartphones via email, social media, apps etc. to advertise products or brands, it was a groundbreaking achievement back then 2001 2001 30 August - 2019

31. LinkedIn, a platform for professional networking which has a major role in the digital advertisement was founded on December 28, 2002 2002 2002 2003 2003 WordPress was launched on 27th May 2003 Gmail started as a limited beta version on April 1, 2004. Email Marketing has a significant share in any company’s marketing strategy considering its potential of reaching to millions and creating a personalized brand experience. In the same year, Google and Facebook went public 2004 2004 YouTube was introduced to the world on 14th February 2005. This video sharing portal made it easier for small businesses to freely promote their brand 2005 2005 Microsoft launched its MS Live Search. This year, Twitter was also launched. The Split Testing concept in marketing, a method of comparing two versions of a webpage or app against each other was introduced 2006 2006 Digital Media growth was estimated at 4.5 trillion online ads served annually with 48% growth in 2010. Also, WhatsApp was launched this year 2010 2010 The number of web users around the world overtook the number of TV viewers among youth. The proliferation of devices’ capable of accessing digital media led to a sudden growth 2011 2011 Google Knowledge Graph was launched in 2012; a system that understands facts about people, places, and things and how these entities are all connected 2012 2012 This year saw enormous growth in businesses that exploited digital marketing strategies compared to those who didn’t. Worldwide, digital marketing became the most common term, especially after the year 2013 2014 2014 Influencer marketing became a popular thing! Airbnb collaborated with Mariah Carey, an American singing sensation by offering her the staying experience at luxurious Airbnb properties. And all she had to do was share her experience and pictures with her fans on Social media 2015 2015 A lot has happened in the last two decades and the development in the field of digital marketing has been unbelievable. Although it may feel that marketing is already at its pinnacle, a lot still awaits. With Artificial Intelligence and Chabot’s immense potentials, connecting with customers will become easier than ever. It will help to provide better insight to teams about their competitors, about the customer behavior and what not! The way we are all connected together in the era of the Internet, it will be interesting how marketing strategies manage to build customer relationship without interfering too much in their lives. Otherwise, sooner than later, it won’t be an exaggeration to say that a brand knows way more about you than you know about the brand! SR 31 August - 2019

32. We are transforming cybersecurity with a cloud-native endpoint protection platform Carbon Black Solving Security as a Big Data Problem G security teams are too reactive and held back by their technologies. Carbon Black is Transforming Security Through Big Data and Analytics in the Cloud Cybersecurity has become a big data problem. Solving it requires sophisticated analytics and the computational power and agility of the cloud. rowing trends in mobility and cloud have made the endpoint the new perimeter. New and emerging attacks are beating traditional defenses, and operations services through the cloud. It applies big data analytics across all endpoints to make predictions about — and provide protection from — current, future, and unknown attacks. Carbon Black offers more than an endpoint security and operations platform; it supports a robust community made up of customers, partners, and industry experts that engage daily to collaborate and combat today’s threat landscape. Their collective knowledge is shared through active forum discussions, product tips and training, and curated watchlists and threat intel. Carbon Black is leveraging the power of big data and analytics to solve the challenges surrounding endpoint security. With the CB Predictive Security Cloud platform, it is transforming cybersecurity to deliver a cloud-native endpoint protection platform (EPP) designed to protect against the most advanced threats. Endpoint Security Leader: Carbon Black has been a leader in endpoint security for years. With the CB Predictive Security Cloud, it is providing an Endpoint Protection Platform (EPP) to consolidate security and provide you the information needed to secure your endpoints, using a single lightweight agent. Carbon Black Predictive Security Cloud The CB Predictive Security Cloud is Carbon Black’s Endpoint Protection Platform (EPP) delivering next-generation security and IT COVER STORY Innovative Technology: The company’s technology approach differs from other security vendors. The CB Predictive Security Cloud 32 August - 2019

33. We are transforming cybersecurity with a cloud-native endpoint protection platform Patrick Morley, President & CEO The leader Patrick Morley, President, and CEO: Patrick Morley has led Carbon Black as president and chief executive officer since 2007. Under his direction, the company has grown from a startup into the market share leader in next-generation endpoint security. Morley drove the effort to merge Bit9 with Carbon Black in 2014, which resulted in the industry’s most complete endpoint solution. Previously, he was president and CEO of Imprivata Corporation, a leading provider of authentication, access management, and secure communication. He has held senior leadership positions with six venture-backed software companies, including three that had successful IPOs. As a chief operating officer of Corel, he led the company’s global sales, marketing, and operations functions for the Americas, EMEA, and Asia. Morley played a significant leadership role in the company’s turnaround, acquisition strategy, and eventual IPO. He also held senior management positions at Macromedia, Allaire, Rational Software, and SQA. Morley earned a bachelor’s degree in mathematics and computer science from Providence College. 33 August - 2019

34. focuses on understanding attackers’ behavior patterns, enabling it to detect and stop never-seen-before attacks. Leveraging the power of the cloud, the firm analyzes more than 500B events per day across millions of global endpoints, helping you stay ahead of emerging attacks. leading global community efforts like the MITRE framework telemetry you need to make better decision-making, easier. Cybersecurity Strategists And Trusted Advisors A Howler is a dedicated, devoted and active participant in the ongoing discussion of cybersecurity, regularly employing their expertise and experience to help the community and the individuals within it succeed. They are focused on empowering security professionals at all levels, advising both leaders and power users, and building trust within the larger security community. A Howler is always bringing their cybersecurity DNA to the forefront of today’s ever-increasing challenges; they are cybersecurity strategists and trusted advisors. Strategic Insights And Actions From financial services to the DOD, to the NSA, Carbon Black has brought together some of the most tested leaders in the cybersecurity community. Building upon the data- driven insights of its Threat Analysis Unit, feedback provided from its incident response partners, and their own experience discerning and learning from kill chains used by the most elite hackers, its Security Experts share their insights and develop groundbreaking strategies to protect the critical infrastructures of its world. Customer Focused: More than 5,600 global customers, including approximately one-third of the Fortune 100, trust Carbon Black to keep their organizations safe. Its diverse customer base includes Silicon Valley leaders in internet search, social media, transportation, and hospitality, as well as leaders across finance, manufacturing, retail, and government. With an eye on empowering every security team and protecting every endpoint, Carbon Black stands true to its founding vision: To create a world safe from cyberattacks. Behavior-Based Detection Think of the Carbon Black Threat Analysis Unit as the special ops of cybersecurity. Its team is delving into the dark web, detonating hundreds of thousands of legitimate and malicious samples each day, identifying malicious behaviors, techniques, and processes, and broadcasting advisories to improve protection and response. Deep Dive into Carbon Black Security Expertise Experienced, strategic perspective combined with on-the-ground, data-driven investigation and research, give the Carbon Black team proven advantage in exposing active threats, improving threat response, and actively contributing to the broader security community expertise. It engages at every level: Next-Generation Antivirus Consolidate your endpoint security stack and get better protection and visibility with CB Defense, Carbon Black’s next-generation antivirus and EDR solution. NGAV is designed to replace traditional AV, stopping the full spectrum of modern cyberattacks and providing the detection and response capabilities needed to address every threat. NGAV uses a fundamentally different approach to detect and block malicious activity, taking a complete system-centric view of endpoint security rather than simply focusing on point-in- time malware threats. By continuously sampling the threatscape, its team has a deeper perspective about the attack surface, which delivers better protection. From enabling minute-to-minute improved response deployment to the ongoing enhancement of machine learning algorithms, it uncovers the underlying behaviors that allow faster threat identification and gives you the • Carbon Black security experts develop data-driven threat responses and leading-edge security strategies Threat Analysis Unit researches, detonates, dissects, and reverse- engineers emerging threats It actively collaborates with • • 34 August - 2019

35. Enterprise Av Replacement To stop attacks in progress enterprises need to invest in emerging endpoint security platforms like Next-Generation Antivirus (NGAV) that incorporate Endpoint Detection and Response (EDR). However, they must ensure the platform is enterprise-ready, able to withstand the scalability demands and administrative requirements inherent to large organizations. attacks leverage a series of known, allowed applications and processes, the entire event sequence must be analyzed to uncover the threat. find conclusive answers to the questions you’re asking. Critical System Lockdown & Application Control Critical systems are increasingly targeted because they contain the most valuable information. These systems cannot afford a moment of unscheduled downtime or performance degradation as they are the lifeblood of the organization. Companies whose systems hold highly sensitive data must utilize a solution that can guarantee their data won’t be breached or stolen. Threat Hunting In today’s world, it’s no longer a matter of if you’ll face a cyberattack, but when. To prevent this, threat hunting has emerged as an essential process for organizations to preempt destructive attacks. Ransomware Protection Get CB Defense, Carbon Black’s next-generation antivirus and EDR solution, in your environment to see how it makes your life easier. The people defending your organization are your best chance at staying a step ahead of your adversaries. While it may seem aggressive to work on the “assumption of the breach,” the reality is that attackers may be inside a network for days, weeks and even months on end, preparing and executing attacks, without any automated defense detecting their presence. Threat hunting stops these attacks by seeking out covert indicators of compromise (IOCs) so attacks can be mitigated before the adversary can achieve their objectives. Happy Customers “CB Protection is a robust product that is architecturally sound. It is capable of doing so much and we’ve benefitted greatly from having it in place.” - Geoffrey Cole, Business Analyst III, Cybersecurity & International, Chick-fil-A CB Defense participated in a broad-based test conducted by independent security firm MRG Effitas against a comprehensive set of fresh and prevalent commodity, master-boot infector, file-less and other types of samples from 42 crypto-ransomware families collected in the wild. CB Defense stopped every sample. Read the report for complete methodology and detailed results. “We leverage Carbon Black solutions for their effective threat hunting capabilities… giving us the chance to conduct advanced attacker profiling and intellectual enrichment.” - Jimmy Sanders, VP of Information Security, Netflix DVD Increase Visibility to Respond Faster Incident response is about getting answers quickly. To start, you need the details of all endpoint activity available to you at all times. This allows your responders to visualize the attack, see it evolve, and determine the root cause of infiltration and its intended targets. With complete visibility, you’ll be able to quickly Malware & Non-Malware Protection Replace your AV and stop more attacks with CB Defense, Carbon Black’s next-generation antivirus and EDR solution. “We strongly realized the importance and urgency of having the best possible endpoint protection platform.” - Mr. Kotaro Nakanishi, Information System Department Senior Specialist, Domino’s Pizza Japan SR Stopping a non-malware attack requires a different approach than traditional methods that stop malicious files at a single point in time. Since non-malware 35 August - 2019

36. “Our threat intelligence helps better protect our customers and strengthens the cybersecurity collective by delivering research, solutions, and strategies that help minimize threat impact, decrease attacker dwell time, inhibit lateral movement, and suppress intrusions.” COVER STORY 36 August - 2019

37. DSLR Cameras Vulnerable to Ransomware Attacks: A Warning from Security Researchers Ransomware Ransomware Ransomware W systems. We have seen a lot of cases that have led to the data loss and caused high-profile attacks, which has resulted in the loss of our personal computers, hospital records, city government records, and weather channel records. But companies have targeted these issues and there are a lot of solutions in the market today. e all know what Ransomware can do to our computer said that the standardized Picture Transfer Protocol could easily plant the malware on the digital camera. amount of money in exchange for the key to decrypt these images and videos. After the experiment, they had concluded that it’s unauthenticated and could be used through both Wi-Fi and USB. This could cause a problem for individuals who have their Wi-Fi access infected. Tourists mainly are the victims here who can get attacked and get their PC infected. Itkin has made a video in which he shows off on how he was able to exploit the Canon E0S 80D. This was done through Wi-Fi encryption on the images present in the SD card. Because of this, the user will not be able to access the pictures present in the camera. The company also did say that Canon has issued a security advisory to all Canon users. For now, Canon is planning to install a security patch on the camera itself. Till then the camera giant has asked its users to avoid unauthenticated Wi-Fi networks and other connections. Every time you travel it is wise to switch off the network function. Also, it is wise to check around other Wi-Fi networks before transferring files or doing any such activities. Now according to security researchers, a new threat is being raised, which is the threat of ransomware on DSLR Cameras. Check Point Software Technologies did issue a report regarding this problem and they say that they have conducted detailed research on this matter. They could remotely install malware on a DSLR camera. This was performed by EyalItkin and his team. With the way things went, he This is a major issue that might affect many people as it is very easy to breach in cameras. Hackers are evolving and moving to other devices to breach and extract money. It is time security firms take action on this matter and provide a solution for this. SR Hackers will find DSLR highly fascinating since many personal pictures and a lot more private information may be present in it. Hackers will simply demand a small 37 August - 2019

38. WIZ - O - BIZ WIZ - O - BIZ WIZ - O - BIZ WIZ - O - BIZ From designing websites to creating an SEO empire:Rand Fishkin T platform to get their ideas across to people all over the planet. It definitely has brought people together and made the world a smaller place. However, before Google unveiled its all-powerful search engine, searching for relevant pages on the web was difficult. It was also because of this reason that digital marketing was considerably tough. When Google based its searches on indexed web pages, everyone found out that the search results seen on the first page were the most relevant. With the online search market dominated and later consolidated by Google, advertisers scrambled to find out ways to get their products ranked highest on Google’s search engine. This race would stimulate an industry for digital marketing and made Search Engine Optimization (SEO) a must-have skill set for every online advertising team. he internet has given innovators and entrepreneurs an enormous powerful new tool gave himself and several other companies a chance to gain better visibility and attract a significantly higher number of customers. But that would mean acquainting himself about all the intricacies of how the new search engine worked and how it can be used to redirect traffic to certain websites. Rand Fishkin’s journey of discovery would later enable him to become one the most successful digital marketing experts in the world and the most sought after by several large corporations. them handle the search operation. However, the spirited entrepreneur that he was, his innate business acumen and an uncanny knack for knowing market trends led him to predict that the demand for SEO would skyrocket as more and more companies as well as individuals would use the internet. It was only a matter of time before his prediction came true and the SEO market started booming like never before. This demand led him to incorporate independent contractors into his company and make his foray into the market with full enthusiasm. His initial research into all the various techniques had made him into a kind of authority on how to rank pages higher on search engines. He was even motivated to start a blog called SEOmoz in order to shed light on the rapidly emerging but obscure world of SEO. The job was extremely difficult given the fact that there were countless other companies from several sectors who wanted to feature on top of Google searches. He initially knew little about his new found interest and began reading whatever he could find about how pages are ranked. In addition to creating websites, he also wanted to build a clientele that would be based on efficient search engine optimization. He researched, experimented, visited various online forums, and left no stone unturned in his endeavor to educate himself about the nuances of page ranking, in order to help his clients get the coveted top spot on Google’s website. But as is the case with all new business ventures, the initial years for Rand Fishkin were fraught with obstacles, competition and burgeoning demand and a need for custom services. The struggles grew so severe that it left the maverick businessman questioning his decision. His venture was struggling to make money, as they were new in an industry that had newly taken root and had neither a clear plan of action nor a fixed business model. Fishkin was One man who keenly tracked the birth and eventual dominance of Google’s search engine is Rand Fishkin. A smalltime unknown businessman from Seattle, Rand designed elegant and user-friendly websites for a number of corporations belonging to a wide array of industries. He immediately knew that Google’s Finding little to no initial success, he initially turned to independent contractors and companies and let 38 August - 2019

39. constantly stumbling from one client to the next, moved from pillar to post looking for new clients and maintaining existing ones. However, his perseverance paid off and his blog took off, eventually growing to spawn an SEO empire and made Fishkin a household name in the business. He diversified his company’s offerings, launching a bunch of tools and online services that were aimed at professional search engine optimizers. His tools found extensive usage among the SEO community and soon enough, his base of clients included large corporations and prestigious brands. Rand Fishkin began his business when the internet was just taking off and managed to recognize a market and wasted no time in capitalizing on the opportunity. He is a prime example of a pioneering visionary with unbreakable resolve and a clear roadmap about how to achieve his goal. SR Rand Fishkin

40. Generating Visibility on Search Engines Location3 Meet the driving force behind Location3’s success, Alex Porter Alex Porter serves as the CEO of Location3. He is a highly accomplished senior executive with more than 15 years’ experience managing successful digital marketing strategies involving ad technology, marketing technology, and multi-location franchises. He has a proven ability to assist executive leadership teams in determining the key touch points along their respective consumers’ path-to-purchase, which drive revenue maximization and grow profitability, in addition to ensuring the development of strategic plans to utilize this data. His areas of expertise include franchise digital marketing, Local SEO, attribution modeling, marketing trends analysis, consumer evaluation, abstract thinking, growth strategies, strategic alignment, performance optimization, and relationship building. T wide range of products and services. It provides a means of reaching out to millions of people across the globe in a matter of minutes. But making sure that a particular company’s website appears on top of search results is a science that is integral to digital marketing. Location3 was started on the heels of Google’s founding to tap into the emerging searching market. The company was as a digital marketing company that provided direct response results to clients on a global scale through search engine marketing and display media. he internet is the world’s biggest platform to market a quickly shifting landscape of digital media. As the industry has evolved, so too has Location3, adding services and solutions that reflect the business challenges of clients. The evolution continued with the launch of LOCALACT; the premier platform built to power and scale digital marketing for franchise systems and multi-location businesses. Location3 and LOCALACT combine to offer a Software-with-a-Service model that leverages the company’s team of in-house digital marketing experts and software that integrates client data in a single, centralized platform. are alike – even when they are part of the same company and brand. That understanding is what drives the company’s strategic approach to franchise digital marketing. Its in-house digital marketing experts and best- in-class technology combine to increase your company’s brand awareness and most importantly – drive customers into your stores. LOCAL LISTING MANAGEMENT Local listing management is an online marketing strategy that ensures all of your brick-and-mortar business locations are accurately listed on business directories like Google My Business, Facebook Places, Bing Places, Apple Maps, and more. Having accurate data and business listings optimized for core keywords also impacts your business listing ranking on all of the major search engines, Here are some of Location3’s services Given that Google was launched in 1998, it’s safe to say that Location3 isa veteran of the digital space – equipped with the technical expertise and professional experience to help clients navigate the FRANCHISE DIGITAL MARKETING Location3 understands that no two business locations 40 August - 2019

41. We are a digital marketing agency that delivers enterprise- level strategy with local market activation. “ ” Alex Porter, CEO which are critical in helping consumers find your business location. continue to use online devices to find products and services in their area. An effective Paid Search strategy balances national and local tactics, and delivers relevant messaging to potential customers in a highly targeted geographic area or region at the moment they are looking for a solution. business’ visibility in organic search engine results. The majority of your site traffic comes from the major search engines, including Google, Bing, and Yahoo. Search engines recognize well-structured sites that share valuable content with its users as well as sites that are endorsed through shared links. These sites are considered authoritative and rewarded with higher visibility in search engine results, ultimately increasing brand awareness and revenue for your business. Your local business listing is at the foundation of your online presence. It provides potential customers with basic business data including address, phone number, business hours, and more. Successful local listing management solidifies such foundational data while finding opportunities for improved SEO performance – resulting in increases in brand visibility and in-store revenue. Paid Search allows brands and businesses to compete directly for advertising space by bidding on keywords. If your bid wins, your business’ ad will show up on the top spot on the search engine results page. Your business must pay each time the ad is clicked, but through proper management, these costs can be minimized. PAID SEARCH Paid Search, or PPC, is an online marketing strategy that allows businesses to buy valuable advertising space on major search engine results pages. It’s important to note that search engine optimization is a long-term strategy that incorporates a wide range of tactics. But through extensive site optimizations and proactive campaign initiatives, this strategy delivers a lasting impact that rivals any digital marketing tactic. SEARCH ENGINE OPTIMIZATION Search engine optimization, commonly referred to as SEO, is an online marketing strategy that increases your This strategy is an efficient tool for driving customers into your stores as consumers SR 41 August - 2019

42. Voice Search and Its Impact on Digital Marketing 42 August - 2019

43. O marketing today is the widespread adoption of voice search ne of the biggest changes impacting the world of digital arena and in tomorrow’s voice-first world, one must have these top statistics: • 71% of wearable device owners predict they’ll perform more voice searches in the future • 53% of consumers use their smart speaker at least once per month to find information on a local business. A substantial percentage of consumers also voice search for local businesses on their smartphones, tablets, and desktops • 6.51% of consumers use voice search to research restaurants. This is the most common voice searched business, though consumers research a broad range of businesses on their voice devices, from hotels to doctors to insurance companies • Calls will influence $1 trillion in US consumer spending this year. In a voice-first world, calls will be the most convenient way for customers to convert, driving this number even higher • Phone calls convert to 10-15x more revenue than web leads. Callers convert 30% faster than web leads and caller retention rate is 28% higher than the web lead retention rate Top brands are thinking about how to deliver their promises using voice-enabled devices because they are affordable and offer greater capabilities than ever before while more visitors are using voice search to interact with these brands. Voice search is undoubtedly rising in popularity. More and more consumers are using voice search to perform search engine queries, find local businesses, make purchase decisions, and more. And when consumers search for local businesses with their voices, they usually engage with those businesses the same way — by calling. According to some reports, by 2020, 50% of all queries will be voice-based. Businesses should also focus their outreach efforts on using voice engine optimization. Marketers must use a more natural language SEO to create content accordingly. This requires them to think what their target audience may use in their voice queries as well as focus on long-tail keywords because searchers are likely to be more specific when asking a question. For instance, in one question, a shopper may request information about time, price, location and other details which sound heavy for written search queries. There are mainly two types of voice search: Those that are implemented by smart speakers such as Amazon’s Alexa, Apple Homepod, Google Home and Microsoft’s Cortana which give searchers immediate voice answers to their questions and those that are installed in desktops, and smartphones such as Siri and Google Assistant which display written search results. As a result, marketers can leverage these opportunities to deliver more targeted, specific content which leads to increase their click-through rates. Further, they can use the stats mentioned above to makea good digital marketing strategy to boost leads.SR To succeed in this ever- growing and highly competitive digital marketing 43 August - 2019

44. Small Businesses must Utilize Digital Marketing to Foster Market Reputation T public when it comes to investing in any product or service. The crowd has shifted towards digital channel to begin a buying cycle. The tech-savvy generation of today is more aware than ever: they visit a company’s website, read reviews, and get influenced by social media when it comes to investing in any business. These factors shape their perception of a business. Hence, it is increasingly important for businesses to invest in reputation management. Especially, for a small business, it is important to focus on how people perceive them. It takes time to build a reputation. However, in today’s world of digitalization, it is just a matter of minutes and a defamatory review or remark to put a brand reputation in jeopardy. Small businesses, particularly, are at a higher risk as they are more prone to lose customers. Any small business needs to focus on the following points to build a loyal customer base: he era of the internet and mobile technology has brought consciousness in the the reputation of a business. If businesses pay attention to blog posts, an enormous amount of growth in leads can be seen. Blogs are crucial as customers rely on blog posts to form their opinion of the brands. An effective blogging strategy yields to higher ranks in search engine results. Powerful content: Quality content is vital for reputation management. Content-driven marketing is a proven way to communicate commitment to potential customers. The content must be interactive, creative, and engaging to reflect positively on a brand’s reputation. Not only it draws more audience, but it is also useful for search engine optimization. For a small business to grow reputable and build a loyal customer base, it needs to invest in quality content production. is something businesses cannot afford to put it off the table. Digital marketing helps to put the brands in a positive light. Utilizing social media platforms like Instagram, Facebook, blogs, podcasts, online magazine etc. to gain the potential customers’ attention has become a substantial way to promote the brand and build a reputation. Apart from that, personalized email marketing is also an effective strategy used by businesses these days to interact with potential buyers and lure them into being their customers. It is a popular way to inform about the latest news, updates, announce offers etc. It is one of the most versatile tools for advertisement. Online reviews: As per a recent study, online reviews affect 67% of consumers’ purchasing decisions, regardless of the industry or business type. The online review can either make or break a brand. Providing a quality product or service is a sureshotway to get positive feedback and reviews. Online reviews help business to garner more traffic and build brand reputation. Companies must ensure that they have a feedback section where customers can mention their Digital marketing skills: E-commerce is a massively growing trend; the tech-obsessed generation of today relies heavily on online media to make their buying decisions. As the number of social media users are soaring each day, effective digital marketing strategy Effective corporate blog: Presence of the corporate blog plays a major role in changing 44 August - 2019

45. appreciation or grievances freely. They must follow this section closely to address the customers’ complaints. complaints, it immediately falls on the brand reputation. Hence, it is critical to building a strong relationship with customers to show that they are in good hands and that they feel important. Today, it is easy to get customers, but it is extremely difficult to hold on to them as they are spoilt for choices in the present world. Hence, being responsive, polite, and showing care is crucial to build or maintain brand reputation. Although reputation is not built overnight,digital marketing has made it easier than ever to build customer loyalty and reputation. However, brand reputation is also more easily damaged in today’s world. In such a competitive scenario, an effective marketing strategy is a must for small businesses to sustain and grow in the market.SR Responsiveness: We all know that it is a competitive world out there. No company wishes to be left behind. Being active and responsive is the key: if a company shows a lack of interest in addressing their demands or 45 August - 2019

46. Ushering In a Techno-Creative future for Marketing: MBA a brand level or work at a response level, but that the secret of success is to merge the two to create more effective campaigns. It is not a question of ‘or’ but of ‘and’. This is how we established our own concept of ‘Brand Action™’. This is where the art meets the science, where the ability to apply powerful creativity and insight merges with the brilliant application of proven data and direct techniques to give a brand the best of both worlds. Brand Action™ is having your cake and eating it. Stephen Maher Founder & CEO This gave us a unique position in the market when we launched over 20 years ago, and still proves to be a successful recipe to this day, albeit in our more digital world. Hence we now describe this philosophy as ‘where digital and direct interconnect’. Image credit: Rankin M featured as one of the World’s Leading Independent Agencies by Campaign magazine, believes the key to successful marketing today is to blend the very best of digital and of direct marketing through inspiring creativity, cutting-edge technology, integrated data infrastructure and an entrepreneurial culture that fosters innovation and autonomy. In conversation with the brains behind MBA, Stephen Maher arketing is an indispensable part of growing any business today. MBA, recently What was the motivation that led to the founding of the company? We have always had a strong belief that a business should not need to choose between marketing communications that either work at So today we optimize for our clients the entire non-linear digital buying ecosystem - working as business partners to help our clients navigate this more complex world. This is based around our 6 principles of joined up data & infrastructure, a connected content Meet the Stalwart behind MBA’s International Success, Stephen Maher Stephen is the Founder and CEO of the digital marketing agency, MBA. A Modern History graduate from Balliol College, Oxford, Stephen’s career spans over 35 years. He had previously worked at global Omnicom agencies such as AMV/ BBDO and TBWA/ Simons Palmer before MBA. Stephen is also the Chair of the IPA Effectiveness Board, Ambassador of The Marketing Society, sits on the DMA Board, is a Fellow of the Royal Society of Arts, features in Debrett’s ‘People of Today’ and sits on the commercial board of BAFTA (as well as being a failed rock guitarist!).

47. framework, Brand Action™, creative technology, a culture of sharing, and an ROI focus. This helps us deliver for our clients exceptional multi-channel, customer experiences that lead to a step-change in business performance. Ultimately, MBA exists to drive growth. network of senior marketers formed in 1959) for over 4 years where I continue in a role as Ambassador today. I am also on the board of The DMA (the UK industry’s data and marketing association) and I’m a Fellow of Oystercatchers (one of the UK’s leading marketing consultants) and an Ambassador for E2E (the leading UK entrepreneur-to- entrepreneur network) and The Scale-Up Institute. Our core asset of course is our talent – we work hard to build a strong entrepreneurial culture and are proud that our staff is highly diverse - gender balanced with almost a quarter of our team being non-UK. Our values, including “All for One”, mean that we are a ‘Real Living Wage’ employer and we have won our industry body, the IPA (The Institute of Practitioners in Advertising, formed over 100 years ago) CPD (Continuous Professional Development) top Platinum standard for four years in a row, adding to our effectiveness award collection. Our people are at the heart of everything we do, with regular #MBAGoodTimes social events, from karaoke nights to outdoor pursuits. “We’re an independent digital agency with expertise at driving results for clients, helping them transform to the demands of digital buying journeys.” I and other members of the management team such as Megan Hallinan (Head of Social & PR) and James Devon (Strategy Director) regularly contribute articles to publications such as Campaign and speak at events such as the Indie Summit in Beijing, The IBC in Amsterdam and the British Embassy Olympic summit in London. MBA is also committed to helping promote all forms of diversity in the industry as a whole. For many years we’ve worked closely with Creative Pioneers (The IPA’s and mass news channel Metro’s award-winning initiative to find the next generation of industry talent), and helped get a number of apprenticeship standards passed for the industry. We regularly participate in programmes such as Advertising Unlocked, where we invite groups of disadvantaged students from local schools/colleges in for the day, to give them an How does MBA contribute to the wider industry? I am Chair of The IPA’s Effectiveness Board where I also helped to found #IPASocialWorks to help develop industry best practice around robust social media measurement. Until recently I was Chair of The Marketing Society (an exclusive global

48. introduction (and ultimately a foot in the door) to agency life. achieve their best ever day for mobile orders. (see campaign image right). What challenges are your clients facing and how are you helping them? Last year we successfully pitched for The Royal Mail Group, the UK’s leading postal service and courier company, with over 160,000 employees, established in 1516. We’ve recently helped promote their Parcelforce Worldwide business, with a new digital, social and direct campaign “We’ll take it from here.” In an increasingly competitive postal/parcel market, with new operations regularly entering the sector, it has never been more important for Parcelforce Worldwide to establish their position as the leading trusted express parcel carrier for business and consumer, delivering across the UK and Worldwide. Early indications show that our campaigns are performing well. Where do you see your business growing in the future? We see our positioning of ‘where digital and direct interconnect’ being very potent in today’s market both in the UK and beyond, and indeed we see even more potential overseas for our business in the coming years in Asia, the US, and the Middle East – especially as the UK and London continue to be real powerhouses of global creativity. We are proud members of thenetworkone – the world’s leading independent agency network, present in over 100 countries, who recently featured us with Campaign as one of the World’s Leading Independent Agencies, as mentioned earlier. This year we were also named as an Export Advocate by the UK Government to promote the UK creative industries overseas, and our work was selected to showcase British creativity at the UK Parliamentary Reception. We look forward to this year’s Cannes Festival of Creativity where I will also be attending as UK Representative for the #CreativityisGREAT campaign. For another recent client win, Interflora, the leading global flower delivery network, with over 58,000 affiliated florists in over 140 countries, our task is to help bring more emotion back to the gifting of flowers and the brand, in an increasingly competitive gifting market. MBA’s recent diverse and inclusive #ShareSomethingReal campaign for Interflora For more information: Our truly diverse and inclusive digital/ social #ShareSomethingReal campaign with its emotive copy and distinctive Rankin photography has helped to MBA website:www.mba.co.uk World’s Leading Independent Agencies website: www.leadingindependents.com/mba SR 48 August - 2019

49. Over-exaggerating Product Benefits: Not a Wise Move “Executing a perfect content marketing strategy boasts of lofty perks but over-exaggerating product benefits must be eluded.” – Experts C At least 72 percent of online shoppers research on Google prior to making a purchase. Both are inter-dependable. ontent marketing and search engine optimisation (SEO) go hand-in-hand: dramatically. Improvement in the rank makes much easier for customers to land ona business’ website. is fast loading, high-functioning, and delivering the kind of quality content your target audience is looking for. Moreover, if a business is seeking more followers, SEO execution should be dealt with properly. For instance, during a content marketing campaign, a business is obliged to stick to what a product or service offers. The campaign should not promise white and deliver black – that will have severe repercussions. As mentioned above, customers explore search engines prior to buying a product, there is a solid chance these customers also go through the product reviews. Executing a perfect content marketing strategy boasts of lofty perks but over-exaggerating product benefits must be eluded. Choosing authenticity over over- exaggeration is a genuine, natural move. SEO is a cost-effective marketing strategy bound to deliver serious results. Using the right keywords into engaging, high-quality content allows businesses to master this strategy. Also, there are many other ways to execute this tactic brilliantly that include ensuring the website Yes, it is this big!!! It’s evident that shoppers carry out research for a future purchase owing to the dynamic shopping platform available online. If I put myself in customers’ shoes, I would do the same thing: Window shopping. It can be carried out online as well as offline. A customer goes to a shopping mall to buy a pair of shoes; it’s possible that the customer would research a little in a bid to make a decision. The same can be done online but in an effective, coherent way, as almost everything is just a click away. Therefore, the businesses that sell products/services online would prefer to rank higher in Google search results called Search Engine Results Pages. The execution of a proper content marketing strategy plays anactive role here; developing SEO in content improves search rank As per a study, more than 80percent of online shoppers read reviews prior to making a move – imagine the amount of damage a business receives if it finds itself in a pool of negative comments. A lesson learnt: Always deliver more than you promise. SR “Choosing authenticity over over-exaggeration is a genuine, natural move.” – Experts 49 August - 2019

50. Content Marketing: A Powerful Medium of Advertising M making it stick. An advertisement in a leading newspaper or even a television commercial during primetime is nothing if people view it one day and forget it the next. Advertising teams have been trying for decades to create advertising content that audiences can relate to and build a lasting brand image. In addition to the usual media, content marketing has now grown to become a must-have for digital marketing teams all over the world. arketing is all about getting the message across to a large audience and is being published needs to completely relevant to what the company does or sells. This has proven time and again to be an excellent way for companies to generate and maintain interest in their products. a magazine such as The Furrow helped to build an amazingly large base of loyal followers, so much so that the magazine still has well over a million subscribers in the United States even after more than a century of launching. However, it goes without saying that content marketing should be backed up with a superior product and a reliable customer support structure. A company is nothing if it can’t make products that are not market winning. While conventional marketing campaigns carried out by most companies are centered on their products and services, content marketing focuses on the masses, trying to convert as many of them as possible into permanent customers. One of the best and oldest examples of using content marketing to promote a brand is The Furrow magazine launched by John Deere, the iconic American manufacturer of agricultural and construction equipment. The company at the time of launching the publication was heavily involved in making farm equipment and focused on customers in a single niche, i.e. farmers. But what is content marketing? Every person who views an advertisement or expresses interest in the showcased product is a potential customer. It is the job of the marketers to turn the potential customer into an actual one. One of the ways that companies can increase their viewership is by publishing periodic content that is relevant to the advertised product or service. The Furrow contained all sorts of information advising farmers on how to get better yields and basically cultivate a larger profit. It was an instant hit in the agricultural community and eventually went on to become known as the Rolling Stone for anyone and everyone involved in agriculture. It told all the various ways and means of cultivation, the ergonomics and cost-to-benefit ratios involved in producing numerous types of crops, latest practices to be followed, what’s new and hot in the market, etc. While content marketing may not directly showcase the product being sold it has many advantages in the long-term that are often overlooked. For one, it helps to bring down the advertising budget in the long run. Marketing campaigns carried out using print media, television commercials, and the internet tend to be expensive and consume a significant portion of a company’s annual budget. However, content marketing would require a fraction of the usual advertising budget while steadily generating a base of loyal followers. What that does is get more and more people interested in the product and also has the advantage of self-propagating Simply put, content marketing means attracting and transforming prospects into customers by creating and sharing relevant content that is valuable and free. It could be magazines, newsletters, email newsletters, blogs, podcasts, how-to-guides, and so on. Whatever For a company that made agricultural equipment, publishing 50 50 August - 2019 August - 2019