Why Native Advertising Has Dominated 2017
Native advertising seems to be the next catch-all phrase in a veritable “alphabet soup” of marketing terms. However, it is also one of the hot topics which have taken centre stage in 2017. This type of advertising essentially intends to blend an existing marketing campaign with the context of the brand itself (hence the term “native”). This is in direct opposition to schemes which provide stand-alone content that may disrupt the customer experience. As an example, YouTube has employed this method through their recommended videos. Native advertising takes into account the user experience as well as what type of content will generate the most resonance. What other benefits can this strategy provide?
Bridging the Gap
By its inherent nature, native advertising is flexible and scalable. This is important for two reasons. First, marketers can modify their campaigns based on the needs of the client and an expanding demographic. Secondly, native strategies effectively bridge the gap between branded announcements and banner advertising. In other words, it is now possible to target a specific audience without appearing to be overly obtrusive. In a world partially defined by massive amounts of online content, this delicate balance is extremely useful.
Sharing and Sharing Again
Of what use is any sales campaign if it fails to generate interest from within a select demographic? This is akin to writing a beautiful concerto and never releasing it to the public. As native advertising is more palatable to the reader due to its targeted and organic nature, it is much more likely to be shared. Popular posts such as the massively successful podcast that was produced by General Electric in 2016 can quickly go viral. Once again, we can see where the power of sharing comes into play.
One of the main purposes of native advertising is to connect with a target market by utilising the most efficient techniques. By creating a relationship through relevant content, a greater degree of brand loyalty will be created. Not only can this help to retain existing customers, but it will encourage new clients to join the fold.
One of the most pervasive myths within the marketing community is that buyers are interested in the product alone. On the contrary, they are more keen to discover a means to solve a specific problem. Companies which provide assistance and genuinely care about their clientele are much more likely to enjoy success. Native advertising offers up very specific content that is moulded around equally discrete desires. To put this another way, it convinces the “on-the-fence” buyer that he or she should take the next step and purchase what is being offered.
Only the Beginning of Native Advertising
The concept of native advertising has gained momentum throughout 2017 and this trend is likely to continue. The bottom line is simple. Producing subtle and targeted content is much more effective than churning out loads of material in the hopes that something will eventually resonate.