Think about how you consume and engage with media. Do you gravitate toward content that provides value and is relevant to you specifically? Of course you do. We all do because that’s human nature. If it doesn’t pertain to us, our eyes glaze over and we don’t even see the content. It makes no difference to us that the advertiser spent a fortune and toiled over the creative.
Marketers are spending 30% more on native advertising than they were just one year ago. Why? Because it effectively drives awareness. (eMarketer)
Despite this growth, it’s still a mystery to many marketers who are not sure how native advertising can enhance current performance marketing strategies. Although it is sponsored content, if done right, it’s an organic part of the consumer’s online experience. From traditional advertorials to promoted Tweets, native advertising can shift perceptions and foster consumer engagement.
The importance of relevant quality content is undisputed. Too often, the content brands create doesn’t drive back to their actual business goals. If marketers determine their goal audience and business objectives before creating content, they will inevitably create smarter content and be more prepared to scale. No brand needs expensive, time-intensive content that misses the mark and is doomed to gather dust on their own website or Facebook page.
The exciting part about native advertising is that it provides scale and generates organic traffic to owned and earned media channels. Why? Because it’s valuable content. People are much more likely to share and interact, making the experience innately social. It becomes an ecommerce tactic and a seamless integration between social, traditional, digital, SEO, etc.
Whether you’re considering your brand’s first native ad or have already entered the space, there are implications to consider.