When more than 90 percent of the money spent on digital banners is lost and up to 69 percent of the content of websites passes unseen, advertisers claim that 26 percent of their ad budget is misused. With digital marketing budgets reaching up to $332.84 billion in 2020, marketing departments around the world are using creative approaches to boost the digital identity of brands and remain in the spotlight. They use marketing automation systems instead of relying solely on human feedback, and change their tactics according to analytic results. On top of that, others use Virtual Private Network (VPN), a method primarily used to create a stable and private connection, to prevent more costs.
The case of WPP, the world’s largest advertising firm, indicates otherwise, while protection does not appear to be among the main issues for marketing companies. The cyber attack cost them up to $15 million to remediate; not to mention the value of both the company and its customers’ stolen marketing records. However, agencies around the globe may now explore the larger marketing uses of VPN.
Five VPN benefits for marketers
1. SEO improvements
Trending themes and keywords for browsing vary across the globe, and VPN will help navigate the web as if your marketing agency were based in the nation or area assigned. Search engines therefore show the results pages to advertisers according to the position selected. Understanding what dominates organic search in the chosen country is rewarding, as 92 percent of organic traffic is received by organisations listed on the first page of search engine results.
2. Search engine marketing
Google’s Economic Impact Report assumes that with every dollar spent in Google Advertising; companies earn $2 in sales and it renders paid ads as relevant as organic reach. Marketers have to identify what the highest bidders in particular areas are and evaluate their commercials in depth to make the best of it. For VPN, instead of focusing on numbers and metrics; they will research the “in the wild” digital marketing environment, exactly as the client sees it.
3. YouTube advertising
In recent years the most popular video platform also ranks as the second most popular website. 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.
4. Competitor analysis
Marketers can utilize VPN to change their IP address in order to skim through competitors’ 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. Sneak-peeking your competition shouldn’t resort to espionage and other grey-zone techniques, but leaving no digital footprint is understandable.
5. Secure connection
A VPN’s primary aim is to provide a secure and private internet connection. With any marketer, whether it’s an in-house professional working from home or a freelancer using the public Wi-Fi of a café, the safe connection is important. Attackers often want to exploit vulnerable networks to get confidential data in their hands; and there’s plenty on the computers of every marketer. For example, the digital marketing firm, teamDigital, has put at risk the confidential details of their users, big names, such as NFL, Mastercard, or Soundcloud, by disclosing multiple environment configuration files. VPN helps advertisers to work anonymously by encrypting their entire web sessions before this flaw is addressed.
By routing the network traffic via remote servers worldwide, the VPN guarantees browsing protection. This data may be hacked in the case of a hack; so it is advised to use a provider that both encrypts the data and defends it from cyberattacks. Some providers also provide the so-called KillSwitch function, which, if the VPN network abruptly drops, breaks the link. As it has its own pros and cons, consumers can carefully analyse free VPN services. Using the service correctly is also essential: make sure it is always on; especially when connecting to a public Wi-Fi network or an unknown hotspot; and don’t forget to protect your end-user devices with antivirus apps.
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