Marketing Strategy for Kaspersky Open Space Security

Mr. Vu, marketing manager of NTS, the guy who showed up at the first Twitter Gathering event, invited me and several other student fellows, to an evening coffee and told us that he’d like us to work on some marketing projects for Kaspersky Lab on PCs and Mobile platforms. I told him on the phone that I’m not too keen on marketing but I still went to the coffee shop that night as I wanted to learn more about marketing and well, to have fun :-)

The outcome was I would go home, do some research, and present some ideas on how to market Kaspersky Open Space Security to local businesses.

Today I just delivered the presentation to him at a small, street-vendor-like coffee shop nearby his company office. Even though he said I was better at online marketing, everything I talked about, from his viewpoint, was just tools. Therefore, my project will be changed in order to match the overall marketing strategy of the company, which, in my opinion, wasn’t what I found interested in working on. Plus, the pay wasn’t appealing either, as I’ve talked to my mentor (I’d like to call him my mentor but he doesn’t want to, well, it’s ok), and he said I’m worth much more than that (wondering if it’s true). Frankly speaking, I dont want to sell cheap, and I already have a lot of interesting things to do: E-learner Platform 2.0 + Barcamp Saigon. Even though those won’t yield any financial benefits whatsoever, I’m extremely happy with what I’m doing right now. Really don’t want to wreck myself for something I’m not entirely passionate about.

So here comes the strategy.

Initial Research

There are several things I’d been doing for my presentation:

- Read a book on marketing: The new rules of Marketing & PR by David Meerman Scott, if you’ve read it, you must have liked it. Basically the book talks about the power of social media in Marketing and PR and why offline marketing has become obsolete. Best book on marketing & Pr ever!

- Looked carefully at Kaspersky Vietnam website, its forum, and performed several queries on Google Blog Search to see what people are talking about Kaspersky.

- Read stuffs about security on PCWorld to see what the journalists have to say about Kaspersky.

- Played around with some queries on Google with some popular keywords that Vietnamese people use to look for security solutions.


The website has a PageRank of 4, which is rather good for a Vietnamese website. Considering it’s just been there for less than a year, it’s quite an achievement on their part. However, the keyword pool they are using is rather poor. I don’t see any keywords relating to spyware, rootkit, firewall, etc. at all, which seems be a waste of search engine popularity.

According to the traffic meter on the site, around 5000 people are visiting Kaspersky VN a day, which equals to approximately 150 000 visits a month. That’s a huge number.Though I’ve heard somewhere that display such nonsense widget is kinda waste of space. What do you think, web dev and designer?

However, the content on the site is rather poor. It delivers a similar message to this: “baby, love me because I’m the most handsome guy on the planet”. In my opinion, it’s more product-centric than customer-oriented. Or for better understanding, the site tells its customers to BUY the products immediately when they land on the site.

With such terrific amount of traffic, I think NTS is wasting a tremendous opportunity to “educate”, and provide information for its potential buyers, most of whom don’t jump to buying conclusions at once but are actually conducting product research. Or, to TALK to its customers DIRECTLY through the web.

A quick look at the forum tells me it’s doing quite well, but it can be greatly improved. There are around 1000 active users, which is very positive, the administrators and moderators are doing a good job, but sometimes it still sounds a bit unprofessional to me. Vietnamese forum etiquette still lags behind that of other international forums such as Ubuntu, Avira, etc. Addiontally, the response rate is rather unfrequent and many threads on the KOSS section are stiill unsovled. If these questions are answered properly, it saves a lot of others time who face the same problem, and probably saves NTS a great deal of time answering the phone.

Google Blog Search results, unfortunately, come mostly from forums and online newspapers. It indicates the fact that there are very few professional bloggers who write about this particular topic. But you can actually listen to what people are saying about Kaspersky on the web, real opinions, that are hard to come by via surveys or questionionaires. And they are cool with Kaspersky, though most prefer cracked stuffs, which isn’t nice :-)

PCWorld articles basically places Kaspersky below MC Afee in terms of scale as KOSS proves too complicated for small enterprises and does not cater to the specific needs or larger ones. The good point is the price is dramatically cheaper.

The conclusion here is, Kaspersky has a huge number of people who are interested in its product, evidenced by the mere traffic going to their website and forum everyday, but they don’t seem to care much, as they are busy buying reporters and shooting their products to the stars.

The stragegy I proposed

To take fulll advantage of the website by providing as much information as possible to as detailed buyer personaes as possible: a content-rich website.

To put a human face, a human voice, on the web via a corporate blog.

To imrpove the responsiveness of the forum.

To participate in other forums, either IT-related or popular.

To utilize other powerful social media to read buyers directly.

More on that later. Time to work on Barcamp Saigon and stuffs :-)

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One Response to Marketing Strategy for Kaspersky Open Space Security

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