Marketing is one of the largest industries in the world at the moment. With worldwide spending in the region of 550 billion USD according to numbers from 2017, the sector has shown impressive growth. Moreover, not only is the focus on advertisements growing, the mediums for them are evolving too. From traditional to digital and now social media, the marketing industry has changed significantly.
More than anything, the shifting dynamics of marketing impact the way data is gathered. In recent times, data has become the foundation for almost every decision that businesses make. Be it managerial, financial, administrative or marketing related, companies rely heavily on data to help them make effective calls.
However, data accumulation has become an uphill task because of increased regulations these days. Marketeers face a variety of challenges while searching for appropriate decisions in different circumstances. The restrictions which have been placed by those who control that specific chunk of data can severely hinder progress in some cases. In this article, we provide a complete rundown of the problems and solutions which marketeers face around the globe.
Limitations for marketing professionals
Competitors, authorities and service providers alike resort to different ways in which they can restrict access to particular types of content. This can be done for a variety of reasons. Some organizations are fearful of unauthorized use of information while others are simply trying to hide what they have from others. Data provides businesses and individuals with a lot of insight and it can serve as a substantial weapon in any marketer’s arsenal.
The limitations which marketing professionals can face while looking for data in certain places can include the following:
- Geo restrictions: Data on a wide range of websites is limited to specific locations. Most websites in the US are not available for viewership beyond the country’s borders. This means that a marketer looking to read a blog or go through the company website for a particular business from outside America is not able to do so,
- System restrictions: Sometimes entire software, network or system access for an organization is blocked by the other. This can be done to limit the chances of spying or just to safeguard some information which they might feel can help the other business grow into new markets,
- IP blocking: There are many websites and IP addresses which are pre-owned by different organizations and it helps them control the content which is available on them. They can freely block access to these websites or ban the access requests from specific devices or IP addresses which they might deem a threat.
While some of these practices are to ward off cybercriminals, a large chunk of businesses also does it to stop other companies from looking into their respective operations. Marketeers frequently run into trouble when they are not able to freely access some even basic information.
Significance of unrestricted access
Data being the most important currency these days has found an application is almost every aspect of a business. Restricting access to data is like starving an individual or organization for cash. The impacts are similar and quite profound. Marketeers rely on a variety of sources from which they derive their data. A good part of this comes from online sources.
There are two ways of acquiring data. An individual or company can either perform research of their own or use the information which has been derived by another entity. Performing a study or research for data is an extensive task which requires knowledge of specific tools and skills in order to execute. Naturally then, every organization doesn’t have the resources to collect data on their own through research. This is where online sources come in.
Organizations and institutes which specialize in the art of collecting, sorting, analyzing and presenting data perform these tasks and then share their results at their own discretion. Some businesses do perform research studies on their own for a specific avenue which only concern their line of work. Again, they have full rights to the data they gather and can use it as they will.
This is where data restrictions begin to come into play. Smaller businesses or competitors which do not have the resources to perform full-fledged researches on their own have to rely on the data collected by other companies. These companies can at times limit access to this information so that others might not be able to catch up with them in terms of product or service innovation, customer services and other aspects.
The end to net neutrality in the US meant that websites and the businesses that own them gained even more authority to regulate the information as they willed. Now, marketeers have a harder time finding credible information which they can make use of to make appropriate decisions which bolster businesses. In many cases, the information is available online but various restrictions like IP blocking are put in place to limit access.
The role of data in marketing
There has been much discussion on restrictions which organizations place on the data which they have either acquired from primary sources like their own research or secondary areas like research-oriented organizations. This leads us to the point of what importance does data really have for marketeers. It has been called the currency of the 21st century and there is a consensus amongst experts worldwide that efficient decisions must be backed by it.
In the beginning, there were two main concepts. The schools of thought were divided between one group supporting instinctive decisions while others rooting for data. After many years of elaborate considerations, the latter triumphed. Today, it is widely believed that data trumps instinct in almost every field imaginable.
Data allows marketeers to make a number of crucial decisions. Today, markets are diverse and so are customer requirements. The sources which are available for acquiring knowledge are staggering. The internet alone has put so much power in the hands of a consumer that even the biggest brands have to be careful now. These insane levels of customer awareness mean that the standards for satisfaction can vary drastically.
This is where the role of data really comes to light. Customers demand innovation, higher levels of customer service and top-notch quality from both products and services. Furthermore, these consumers are divided into sometimes small pockets who demand various elements. Data allows marketeers to study these groups of consumers based on the similarities which may exist between them.
Data has a role to play in every field of marketing. It allows professionals to make calculated decisions about how to target customers effectively, which products and services to introduce, how to target the relevant consumers and what changes to introduce over a period of time. Data also has a part to play in helping marketeers create consumer profiles and target markets. All of these practices make marketing more effective and in-line with customer requirements.
Sources and categories of relevant information
The sources and types of data are enormous. Although it can be classified broadly into two categories, the underlying sub-divisions are many. Given below are some of the sources from which information is taken and the different types in which it can be broken down:
- Primary research: Companies or research organizations identify a question or problem which requires a solution along with sound evidence. They then utilize the necessary tools and knowledge to specify a sample, collect data, run various tests on it and then deduce the results which they are looking for,
- Previous literature: There are hundreds of thousands of research articles and case studies readily available on the internet. These are documents which contain a comprehensive report about a certain topic which is of importance,
- Other online sources: Research articles and studies follow a set pattern. However, there are other small scale surveys and findings which are only aimed at collecting a basic framework or bits of data which can be generalized over the whole industry.
All these sources of data have their own respective applications and marketeers might find the need for each depending on the aspect which they are looking to work on.
Data can also be sorted into different types and categories based on a number of factors. This can include the requirements, the objectives, the sample and other key areas. Each category can differ and is determined by the marketer themselves. This allows them to analyze the gather easily afterwards.
Data is mostly classified into five different categories based on the results which can be derived from them. These are quantitative, qualitative, attribute, discrete and continuous. The first two are the most widely used. As the name indicates, quantitative data is one where the input and output are both in the form of numbers, i.e. they can be quantified. This includes statistics, regression and standard deviation etc.
Qualitative data is the one where certain attribute come into questions. Brand loyalty, customer satisfaction, factors which influence purchase decisions are some examples of qualitative variable and the relevant findings are classified under the same headings. The rest of the types are a little too technical and the discussion regarding them can be left for a later time.
Role of VPN solutions in data accumulation
Collecting reliable data today has become quite a challenge. The fear for cybercrimes and the malicious intentions of some businesses make the task difficult for others. Marketeers can sometimes struggle quite a lot just to find a small or basic bit of data which they require for the relevant decision. As we’ve discussed throughout the body of this article, there are different issues which marketeers face while collecting data but by far the biggest are the online restrictions.
Whether they are geographic or IP specific, data restrictions are a nuisance for marketeers. Imagine searching for a competitor’s blog to get an idea for the type of content which you should publish on your own, only to find out that it is blocked for access from your country. It can stop the process in its tracks. A marketer might have to deal with quite some trouble in such a situation because they have to make decisions based on instincts rather than hard facts. This may or may not work and is certainly not something which is recommended by experts.
Using a business VPN can solve all these problems which marketeers face, quite promptly. By now, most of us are aware of what a Virtual Private Network or VPN is and how it works. In layman terms, it allows users to browse the internet anonymously. This means that no matter what country you’re in or what IP address you are using, you are able to browse and search for all types of content.
All that marketeers need to do is set their VPN location to a server which is based in the country where the website they are trying to access is based. This is simple and only takes a few seconds. The benefits which come as a result of this simple process are enormous. Using a VPN, marketeers can freely scroll through the internet and find almost any bit of information which they might seem worthy.
Gaining a competitive edge
Marketing professionals are at the helm of some of the biggest budgets within organizations. They control the spending which brings in revenues that drive the company forward. It is safe to say that they have one of the most important jobs in any organization so obviously, they should have the most sophisticated tools to deal with these problems too. VPN business solutions are the most credible answer when it comes to productive data collection on the internet.
A VPN business solution does much more than just mask a user’s IP address. A reliable service provider acknowledges the need for a robust solution which can cater to a variety of marketing requirements. It works to combine the right elements to ensure that marketeers have at their disposal, not just the ability to unblock any content they like but to also promote their own content in a way which gives them a competitive edge over others.
A VPN Business pack can provide the following solutions for marketeers:
- Boost SEO and ad campaigns: Running effective marketing campaigns requires a lot of monitoring and organization. Advertisements have to be customized for various audiences in different countries and other target markets. The ability of a VPN to allow connections to servers across the globe makes it possible for marketeers to view their position in any country they wish to,
- Quality assurance: The reliable and speedy service provided by a VPN makes it possible for marketeers to provide consistent quality of services throughout the world. A VPN can help quality control teams conduct surveys in any part of the world where the business provides it services, effortlessly. There are no worries about geo-restrictions, access limitations or any other hurdles of any kind.
- Cybersecurity and protection from espionage: While marketeers do their jobs, it is sometimes hard to keep a lookout for other threats lurking around. Cybercriminals and other parties trying to spy on the activities of an organization can sometimes deal quite hefty blows which can render all marketing efforts useless. With a VPN solution, marketeers don’t have to worry about these challenges because they are protected at all times and from all aspects. It doesn’t matter which corner of the globe they are working from, as long as they have the VPN operational, all they have to worry about is the task at hand.
These and several other benefits which Business VPN services provide can ensure that your business stays a step ahead in the digital marketing game. With the employees of your company having the advantage of making accurate decisions, the business can make strides in the right direction.
Marketing is undoubtedly the arm of a business which supports the biggest responsibility and this department can have a hard time functioning if they don’t have access to the appropriate data. Unfortunately, businesses and other entities go to enormous lengths to grow their own profits even if it means pushing the other person down. Fortunately, though, there is an effective remedy to this problem.
A VPN for business allows marketeers to perform data accumulation and analysis easily. With absolutely no restrictions on internet access whatsoever, marketeers can surf through any website, platform or program that they like in order to get the relevant information they desire. All a business has to do is select a reliable VPN to perform the task.
Ivacy is one of the leading VPN service providers in the market today. Their coverage is available in more than a hundred countries and 1000+ locations in those regions. The Ivacy for business package provides businesses in general and marketeers in particular with the ability to gather all the relevant data which they need to make informed decisions regarding best practices in the industry. To learn more about Ivacy business, visit our website today.
Published on September 26, 2019