Why a VPN Should Become a Part of Your Marketing Strategy
In marketing today, data is almost like a currency for reaching customers. Understanding customer data helps shape segmentation and campaign implementation. It helps guide modern brands on how to communicate, share their product, and grow their audience.
For marketers, that means sharper targeting. For security professionals, that means more responsibility. Why? Customer data is valuable for better marketing. It's also valuable to customers, meaning it needs to be protected as much as it's used.
Using a VPN for Better Marketing
A VPN (which stands for Virtual Private Network but may also be known as that tool you use to change your IP address) gives marketing teams two key advantages: access and control. Specifically, there are five key areas in which a VPN can be incorporated into a more successful marketing strategy.
Security
Marketing teams use a lot of tools to get the job done. Most team members have login credentials to various platforms, including CRMs, email accounts, ad managers, scheduling tools, and so on. They may also manage API keys, access tokens, various creative assets, and customer or subscriber data.
A VPN is an essential security tool for keeping this sensitive information contained, especially for teams with remote workers or teams that need to travel often.
Data Privacy
As much as internal company data needs to be protected from hackers or nefarious actors, customer information also needs to be protected. Data privacy isn't an "optional nicety" anymore. Consumers expect data security to be a priority, and regulations enforce it.
The fallout from a data leak could bring down an entire firm. Since a VPN encrypts your connection, it helps protect customers' privacy and sensitive internal information.
Accessing Local Search Results
Search engines make things significantly more convenient for users by filtering results based on IP addresses. For marketing teams trying to optimize globally, geo-based search results can be complicated to manage.
A VPN makes it possible to see how search results look from other cities or countries around the world. Based in Cincinnati, but need to check the top results in Dublin? Just change your IP location. It's also helpful for discovering regional competitors and adjusting strategies accordingly.
Testing Regional Campaigns
Search results are not the only thing that can change based on user location. Other, less obvious anomalies may show up when you're on the ground in one place, but launching a product in another.
A VPN allows you to check how your ads, landing pages, and forms actually appear in targeted locations. It also makes it easier to catch localized issues before they become a big problem, as well as test load speeds and responsiveness using real-world regional conditions.
Remote Access
Marketing team members in all types of environments (hybrid, remote, and office-based) may work in on-the-go places like a hotel, airport, co-working space, or cafe. What do all of these places have in common? Networks that are easily accessible by just about anyone. A VPN is essential to ensure sensitive information cannot be viewed or stolen on open or insecure networks.
Compliance and Client Trust
Privacy laws like GDPR (Europe), CCPA (California), and POPIA (South Africa) are constantly being developed, revised, and made more vigorous. Companies that don't take data privacy seriously aren't just at risk for non-compliance. They also risk the possibility of irreparably damaging brand trust. Not to mention, data breaches are expensive. In 2024, the average cost of a data breach was $4.9 million per incident.
A secure, encrypted VPN connection adds a layer of protection that can help prevent your agency from becoming part of such dismal statistics.
Choosing the Right VPN for Your Marketing Team
Learning how to set up a VPN is easy, but the first step is choosing the best service for your team. For many businesses, budget is a significant factor when adopting new tools. However, it's important to note that choosing the right VPN for your marketing team isn't just about price.
Look for a VPN service with a reputation for transparent business practices. Some free services make their money by collecting data. Check for guaranteed no-logging policies—when trying to protect sensitive data, the last thing you want is a VPN that tracks your activity.
Consider VPN speed and geographic coverage. You don't want to lose productivity time because of speed throttling or poor connectivity. Additionally, it's important to have a wide variety of IP locations to support your global marketing efforts.
