One CMO on why marketing must be at the heart of product development
The cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
Cyber security brand Norton is creating a new category with its latest product launch – and marketing was at the heart of it from the start.
The brand, part of Gen, which includes fellow cyber security brands Avast and AVG, has launched Norton Genie to the public as a free app aimed at helping consumers stay safe from scams thanks to its real-time AI-powered scam analysis tool.
With one in five consumers being scammed every year, according to the firm, Gen’s CMO Krista Todd says the brand felt a responsibility to help find a “solution” to a problem.
She says that marketing was involved in the creation of the app from the very start – and that its team of copywriters and creatives were key to helping find the “voice” for the app. “Hopefully that will underscore the importance of what can happen when marketing is brought along,” she says. “Talking about what would the consumer think and how it helps them solve their problems? Is this easy enough? Will they understand what you’re telling them to do next? You get a more fruitful, more impactful, consumer-centric experience.”
