Do Marketers Need Residential IPs

It’s one of the hot new topics in the elite marketing circles, do we need residential addresses to operate in different markets.   Just to explain some background for many years most successful marketers have used either a proxy or VPN service in order to operate across different markets and identities.  The idea was that you switch your IP address in order to bypass the various region blocks and the restrictions on multiple accounts and connections.    Unless you operated on a fairly limited scale it was pretty much essential, otherwise you could only use limited advertising and single Google and Facebook accounts.

Residential IP

There were two main goals of switching IP addresses,  bypassing region locks and being able to access multiple accounts for SEO and advertising purposes.  It pretty much worked however times are now changing and the differentials of IP addresses are becoming more important.  An IP address is no longer enough, now the classification of the address is also a factor.    This is an aspect that not many people know – addresses have a two distinct classes – residential or commercial.  The residential ones are distributed by ISPs directly to home customers, whereas commercial addresses are usually assigned to corporate customers including the datacentres.

It didn’t really matter before, there was no real distinction made by the websites or web services.   Now it’s changing, increasingly the classification of the address is important.   Commercial services like craigslist and other advertising sites are restricting access based on these classifications.    For example many companies want to attract customers and so are increasingly blocking access from commercial addresses. Earlier this year the media giant Netflix decided to stop trying to individually block VPN services instead deciding to block en-masse the commercial addresses used by VPN providers.   It was incredibly effective and virtually over night most of these services stopped working.

The only current solution to redirect to a different version of Netflix is to use a VPN with residential IP address ranges.  It works for the media sites but is increasingly becoming a necessity for the internet marketer too.   Take for example the advertiser Craigslist, they will not allow a commercial UK registered IP address post adverts on their US sites and vice versa.  For many marketers this is an important source of leads and sales so obviously a solution is needed.  This means you really do need not only access to a bank of residential IP addresses but spread across the different locations of markets that you target.

The problem is that these are expensive,  for the simple reason that it is difficult to obtain these addresses in any volume.  They are normally only assigned directly to ISP who in turn assign them to their domestic customers, whilst companies are allocated commercial tagged addresses.   There are companies who are providing these services although  they can be difficult to find and expensive.  Remember though you should only invest in residential IP services if you are certain you need them, for example you don’t need them to just to watch the BBC World news online streaming like this, unless of course the BBC has started blocking commercial addresses too by the time you read this.

The reality is that it is becoming increasingly likely that marketers will need these residential IP address services in order to stat competitive.  They will cost more but the successful businessmen will leverage the cost to make more money particularly if the market becomes slightly less crowded due to these restrictions.