{"id":142919,"date":"2021-02-01T13:45:49","date_gmt":"2021-02-01T13:45:49","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=142919"},"modified":"2021-02-01T17:23:32","modified_gmt":"2021-02-01T17:23:32","slug":"five-ways-to-use-vpn-in-digital-marketing","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2021\/02\/01\/five-ways-to-use-vpn-in-digital-marketing\/","title":{"rendered":"Five ways to use VPN in digital marketing"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>26 percentage of the marketers think they misuse their budgets, so they constantly look for innovative tools to work more efficiently \u2013 and VPN might be an answer.<\/li>\n<li>Virtual private network (VPN) ensures browsing privacy, but marketers can also benefit by connecting to its various servers around the globe.<\/li>\n<li>With VPN, marketers can watch YouTube ads as they\u2019re shown in particular countries, improve their SEO with trending keywords or perform competitor analysis in other markets.<\/li>\n<\/ul>\n<\/div>\n<p>As over 90 percentage of money spent on digital banners is wasted and up to<a href=\"https:\/\/go.contentsquare.com\/hubfs\/eBooks\/2020%20Digital%20Experience%20Benchmark\/2020%20Digital%20Experience%20Benchmark%20Report%20PDF%20English.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"> 69 percentage of websites\u2019 content<\/a> passes unnoticed, marketers think they misuse <a href=\"https:\/\/go.rakutenmarketing.com\/hubfs\/Demand\/What%20Marketers%20Want%202018%20US.pdf?t=1520942229616\" target=\"_blank\" rel=\"noopener noreferrer\">26 percentage<\/a>\u00a0of their marketing budget. With expenditures on digital marketing <a href=\"https:\/\/www.emarketer.com\/content\/global-digital-ad-spending-update-q2-2020\" target=\"_blank\" rel=\"noopener noreferrer\">reaching up to $332.84 billion<\/a> in 2020, marketing teams around the globe are employing innovative methods to improve brands&#8217; digital presence and stay in the spotlight. Instead of relying solely on human input, they <a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2020\/10\/20\/a-guide-to-leveraging-marketing-automation\/?sh=2a6ca6616cba\" target=\"_blank\" rel=\"noopener noreferrer\">utilize marketing automation tools<\/a> and adjust their strategies according <a href=\"https:\/\/www.forbes.com\/sites\/nicolemartin1\/2019\/10\/22\/why-utilizing-data-in-your-digital-marketing-strategy-is-so-essential\/?sh=700df6c5d525\" target=\"_blank\" rel=\"noopener noreferrer\">to analytics data<\/a>. On top of that, to avoid further costs, some employ Virtual Private Network (VPN), a tool mainly used for establishing a secure and private connection to the internet.<\/p>\n<blockquote><p>\u201cVPNs are associated with security and privacy, but users are also able to connect to the servers around the globe. This means a marketer from the US can view the website as if they resided in Asia or Europe\u201d,<\/p><\/blockquote>\n<p>says Juta Gurinaviciute, the Chief Technology Officer at NordVPN Teams.<\/p>\n<p>Although security doesn\u2019t seem to be among the biggest concerns for marketing agencies, the example of WPP, the world\u2019s largest advertising agency, shows otherwise. The cyberattack cost them up to <a href=\"https:\/\/www.insurancejournal.com\/news\/international\/2018\/01\/24\/478306.htm\" target=\"_blank\" rel=\"noopener noreferrer\">$15 million to remediate<\/a>, not to mention the value of compromised marketing data of both company and its customers. Agencies across the globe, however, can also discover VPN\u2019s wider applications in marketing.<\/p>\n<h2><strong>Five VPN benefits for marketers<\/strong><\/h2>\n<h3><strong>1. SEO improvements<\/strong><\/h3>\n<p>Trending topics and search keywords differ around the globe and VPN can help access the web as if your marketing agency was located in the designated country or region. Thus search engines show marketers the results pages according to the chosen location.\u00a0 Understanding what dominates organic search in the chosen country is rewarding, as businesses that are listed on the first page of search engine results draw <a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2017\/10\/30\/the-value-of-search-results-rankings\/?sh=1bd0f46844d3\" target=\"_blank\" rel=\"noopener noreferrer\">92 percentage of organic traffic<\/a>.<\/p>\n<h3><strong>2. Search engine marketing<\/strong><\/h3>\n<p>Google\u2019s Economic Impact survey assumes that enterprises receive <a href=\"https:\/\/economicimpact.google.com\/methodology\/\" target=\"_blank\" rel=\"noopener noreferrer\">$2 revenue for each dollar invested<\/a> in Google Ads and it makes paid ads as important as the organic reach. To make the most out of it, marketers have to know what the top bidders in specific locations are and analyze their ads in detail. Instead of relying on statistics and metrics, with VPN they can study the digital marketing landscape \u201cin the wild\u201d \u2013 just as the customer sees it.<\/p>\n<h3><strong>3. YouTube advertising<\/strong><\/h3>\n<p>In recent years the most popular video platform also ranks as the <a href=\"https:\/\/www.alexa.com\/topsites\" target=\"_blank\" rel=\"noopener noreferrer\">second most popular website<\/a>. VPN services allow marketers to peek at the YouTube ads as if they are shown in other regions and change their strategy and content accordingly.<\/p>\n<h3><strong>4. Competitor analysis<\/strong><\/h3>\n<p>Marketers can utilize VPN to change their IP address in order to skim through competitors\u2019 websites, blogs, ads, or keywords without them knowing the origin of web traffic. The constant monitoring of the competition helps find SEO backlink opportunities or discover the negative customer feedback.\u00a0 Sneak-peeking your competition shouldn\u2019t resort to espionage and other grey-zone techniques, but leaving no digital footprint is understandable.<\/p>\n<h3><strong>5. Secure connection<\/strong><\/h3>\n<p>The primary purpose of a VPN is to ensure a safe and private connection to the internet. The secure connection is crucial to every marketer, be it an in-house professional working from home or a freelancer using a caf\u00e9\u2019s public Wi-Fi. Attackers always try to leverage unprotected networks and get their hands on sensitive data \u2013 and there\u2019s plenty on every marketer\u2019s devices. For example, by exposing several environment config files, the digital marketing agency, teamDigital, has put the sensitive data of their clients \u2013 big names, such as <a href=\"https:\/\/cybernews.com\/security\/marketing-agency-nfl-mastercard-mlb-soundcloud-exposes-client-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">NFL, Mastercard, or Soundcloud<\/a> \u2013\u00a0in danger. Until such vulnerability is fixed, VPN allows marketers to work securely by encrypting their entire web sessions.<\/p>\n<p>In a world of cyber-threats and ruthless competition, a VPN isn\u2019t an optional extra: it\u2019s part of an overall security strategy and could be also utilized as a well-configured marketing operation.<\/p>\n<h2>Word of advice<\/h2>\n<p><span class=\"markb7u0y4dk1\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">VPN<\/span> ensures browsing privacy by routing your network traffic through remote servers worldwide. <span class=\"markm7bxkalrz\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">In<\/span> the event of a breach, that <span class=\"markm7bxkalrz\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">in<\/span>formation can be compromised, therefore it is recommended <span class=\"mark327pc3ntu\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">to<\/span> <span class=\"mark3gzqk6cje\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">use<\/span> the service that also encrypts the data and protects it against cyberattacks. Some providers also offer the so-called KillSwitch feature which cuts the connection if the <span class=\"markb7u0y4dk1\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">VPN<\/span> network suddenly drops. <span class=\"mark3gzqk6cje\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">Use<\/span>rs should carefully evaluate free <span class=\"markb7u0y4dk1\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">VPN<\/span> services as it has its own pros and cons. It is also crucial <span class=\"mark327pc3ntu\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">to<\/span> <span class=\"mark3gzqk6cje\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">use<\/span> the service properly: make sure it is always on, especially when connecting <span class=\"mark327pc3ntu\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">to<\/span> a public Wi-Fi network or an unfamiliar hotspot, and don\u2019t forget <span class=\"mark327pc3ntu\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">to<\/span> secure your end-<span class=\"mark3gzqk6cje\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">use<\/span>r devices with antivirus software and firewall <span class=\"mark327pc3ntu\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">to<\/span> further enhance security.<\/p>\n<p><em>Juta Gurinaviciute is Chief Technology Officer at <a href=\"http:\/\/www.nordvpnteams.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\">NordVPN Teams<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Virtual private networks (VPN) ensure a private and secure connection, but marketers can also benefit from utilizing their worldwide server infrastructure<\/p>\n","protected":false},"author":1092,"featured_media":142920,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27893,7,5],"tags":[53,22,34,27278],"content_type":[],"class_list":["post-142919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-industry","category-seo","tag-digital-marketing","tag-seo","tag-vpn","tag-youtube-advertising"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Five-ways-to-use-VPN-in-digital-marketing.png","category":"Digital Marketing","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142919","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=142919"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142919\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/142920"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=142919"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=142919"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=142919"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=142919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}