Shaken & Stirred - Influential Brand Profiling and Positioning

How marketing teams use VPN’s to get results


In today’s fast-paced digital marketing landscape, where an overwhelming percentage of online content often fails to capture attention and digital banner ads frequently miss their mark, the importance of innovative and efficient marketing strategies cannot be overstated. With global expenditures on digital marketing reaching a remarkable $332.84 billion in 2020, there’s an increasing emphasis on maximizing the return on every marketing dollar spent. This brings us to an essential question: “How do VPNs work?” and more importantly, how can they revolutionize the field of digital marketing?

Virtual Private Networks (VPNs) are traditionally associated with enhancing online security and privacy. However, their role in digital marketing is rapidly evolving, offering a range of strategic advantages that extend well beyond their conventional use. A VPN functions by routing your device’s internet connection through the VPN’s private server instead of your internet service provider (ISP). This means that when your data is transmitted to the internet, it comes from the VPN rather than your computer. This mechanism not only bolsters security and privacy but also opens up a world of possibilities for digital marketers.

Juta Gurinaviciute, the Chief Technology Officer at NordVPN Teams, emphasizes the transformative potential of VPNs in the realm of digital marketing. By enabling marketers to simulate web access from various global locations, VPNs provide a unique perspective on how audiences around the world interact with digital content. This global insight is particularly beneficial for tailoring marketing strategies to diverse international audiences.

The application of VPNs in digital marketing offers several key benefits:

  1. Global SEO Insights: VPNs allow marketers to access search engine results from different geographic locations, providing a window into varying consumer trends and search patterns across the globe. This knowledge is instrumental in optimizing search engine optimization (SEO) strategies to capture the attention of a global audience. Given that the first page of search results garners 92% of all organic traffic, understanding and leveraging these insights is crucial for digital marketing success.
  2. Refined Search Engine Marketing (SEM): The ability to view and analyze digital advertising landscapes from various international perspectives enables marketers to craft more effective SEM campaigns. By understanding the strategies and bids of competitors in different markets, marketers can optimize their advertising efforts to ensure a higher return on investment, a critical consideration in a domain where every advertising dollar counts.
  3. Targeted YouTube Advertising: YouTube’s status as the second most visited website globally makes it a vital platform for digital marketing. VPNs enable marketers to view YouTube ads as they appear in different regions, offering invaluable insights into regional preferences and trends. This knowledge allows for the creation of more relevant and impactful video marketing campaigns.
  4. Anonymity in Competitive Analysis: VPNs offer the ability to anonymously analyze competitors’ digital footprints. Marketers can discreetly explore competitors’ websites, blogs, and ads, gaining insights into their strategies without revealing their own identity. This anonymous research can uncover valuable information, including backlink opportunities and customer feedback.
  5. Enhanced Security and Privacy: The primary function of a VPN is to create a secure and private internet connection, safeguarding sensitive marketing data against unauthorized access. This aspect is especially vital for remote workers or those using unsecured public Wi-Fi networks, as it protects critical marketing information from potential cyber threats.

While VPNs present numerous advantages, their effectiveness hinges on responsible and knowledgeable use. Features like data encryption and KillSwitch, which disconnects the internet connection if the VPN fails, are essential for data security. Caution should be exercised when using free VPN services, as they may come with limitations and security risks. Continuous activation of VPNs, especially in public networks, along with the implementation of antivirus software and firewalls, further enhances overall digital security.

Integrating VPNs into digital marketing strategies represents a strategic response to the challenges and opportunities of the digital age. By providing a combination of security, privacy, and strategic marketing insights, VPNs emerge as not just an optional tool, but a crucial element in the toolkit of any modern digital marketer. This approach not only addresses the imperative of data security but also unlocks new avenues for crafting targeted, efficient, and impactful marketing campaigns in a globally connected world.