This article originally appeared in the December 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
Let’s face it: For most small- to medium-sized security integration companies, marketing isn't a topic keeping owners and executives up at night. Only 1% cited marketing as a threat to margins in our State of the Industry report, and frankly, most of the time that’s because they are laser-focused on commercial and government opportunities – less marketing required.
But what about those integrators who deal with consumers? If you don’t have a full marketing arm to lean on, how do you stand out from the DIY companies that market like crazy?
As I currently prepare for the consumer market extravaganza that is the CES show in January, I stumbled upon a few options that should make it much easier for integrators to wow residential and even small business commercial customers accustomed to more snazzy marketing.
Video is King
Do you know what TL;DR means? TL;DR is a commonly-used social media abbreviation that stands for "too long; didn't read." So many of today’s consumers can't be bothered to read long descriptions, so they skim over all the different home security technologies and packages a residential integrator may offer. As much as some people hate to read, they will scroll YouTube and TikTok videos for hours on end.
When it comes to marketing these days, video is king, and AI is enabling businesses to transform TL;DR into easy-to-watch videos. A 2025 CES Innovation Award winner, 10kM is a mobile app that puts this power into your hands. It helps businesses transform text-based documents into fully editable, professional-grade videos in just one minute by analyzing document structures and reference videos to automatically generate video formats with CSS animations.
Designed for those with minimal video editing skills, 10kM significantly reduces the time and cost of video production, making it easy to create high-quality digital content.
How about communicating all the great features of a particular product for the TL;DR folks? Much like the 10kM product above, VCAT.AI – a 2024 CES Innovation Award winner – instantly creates engaging promotional videos from a product URL. The result is a quick video perfect for marketing and promotion on platforms like YouTube, TikTok, and Instagram.
Update Your Website
Are you still running a website someone created with WordPress? Outdated websites that are not mobile-friendly or are slow-loading are a sure ticket to losing a prospective consumer customer. Again, AI is ready to help modernize.
Another CES Innovation Award winner, Maderr-AI is a platform that enables users to create professional websites and mobile applications without technical skills. By leveraging advanced AI technologies like natural language processing and deep learning, it allows users to input the URL of a reference website and produces a complete platform within five minutes.
It features an AI reconstruction engine, cloud-based source code generation, and automated deployment across multiple operating systems, streamlining the development process while reducing time and costs.
As the only security publication to attend and report live from CES, look for more innovative tech coverage in the Security Business February issue and on SecurityInfoWatch.com.
