We discussed Native advertising in our last article. The concept is pretty simple – creating advertising that fits perfectly in the medium, so much that it does not seem advertising at all, and that provides useful pieces of information.
The tricky part is, of course, to do it well. Creating a campaign that works for native ads means not only to develop catchy advertising, but also an advertising that fits the medium entirely seamlessly.
Isn’t it intriguing?
For this week’s digest, we selected three tweets from marketers that explain why native advertising is so relevant and how it can change the way we look at advertising.
Are you ready?
“Beyond native ad formats, it is also important to not lose sight of the other important elements of your campaign: your creatives. The convenient placement of native ads is great.
However, the question left to think about is: how can I use my creative campaign content to achieve my business outcome goals?”
It is one of the keys to fully understand native advertising.
This kind of advertising is exceptionally immersive, and this is why it is so important to choose the right combination of medium and content.
You may plan the most efficient display or campaign, but it will only work if the content is catchy enough. You can not only count on tools, but you also have to give people a reason to like your advertising.
Intriguing formats are high, but they have to serve the communication and not the other way around.
From text to images, every element of advertising has to serve the ultimate goal – it can be awareness, conversion or engagement, or even more. Create a coherent strategy and message and then put it into its best dress – which can be native, display, or whatever campaign you feel is the best for you and your target.
Pick the best campaign you have and then adapt it to native advertising – it will be great!
So happy to share this interview with you 🥳 I’ve been preparing it since January, and it’s finally live!
Together with 6 native advertising experts, we discussed best practices, trends, and more. See for yourself ➡ https://t.co/gWVe1xdfgV#NativeAdvertising #Marketingtrends— Adelina Karpenkova | Marketer (@AdelKarpenkova) March 4, 2020
But like any other marketing approach, native advertising has its peculiarities and trends that develop from year to year. And what’s the best way of getting up-to-date native advertising tips if not from experts who work on the topic?
Trends and best practices are essential to define how to approach a kind of advertising that you may have hardly ever seen before.
It does not matter how disruptive technology will be. There is always a way to make it work for you and learn some interesting tips and tricks.
As we were saying, one of the most important things to remember is that it does not matter how innovative the technology will be and how immersive you can make your sponsored posts – we are still talking about advertising.
In this particular case, as Richard Marques, CEO at Revcontent, recommends, it is crucial to know a lot about target, bids, and creatives.
Of course, there is more than just that.
The real question you have to ask yourself is: “How am I going to do this?” “This” can be anything from reaching the marketing goal to analyzing your target audience to building a creative campaign.
Be sure of the quality of your pieces of content, make your creativity look organic and natural to adapt and test a lot until you are sure that what you are doing is the best thing for your brand.
And after that, have fun experimenting and good luck!
6 Steps to create a successful “Native Advertising Strategy”. #digitalmarketing #digitalmarketingstrategy #onlinemarketing #marketingdigital #growthhackers #marketingtips #nativeadvertising #nativeadshttps://t.co/43yxgFh0WW pic.twitter.com/XWdEo2Klbo— Sundeep Mallipudi (@SundeepAB) March 3, 2020
“It is reported that 75% of the audience claims to be interested in content if it is ‘relevant to them,’ whether it is branded or not. The audiences are more focused on content, which explains to them about the product rather than an annoying display advertisement when they are browsing something else. So, marketers should focus more on lead nurturing to convert the prospects with the help of native advertising strategy.”
Last but not least, who does not like a well-crafted strategy?
Native advertising needs a strategy, too – and a particular one.
People appreciate it more because it is not invasive, it becomes part of the article or the medium, and it is useful. These are essential characteristics that make native advertising a great resource.
To achieve the strategy as good as possible, you can move as always – identify the target audience, content, and tone of voice, select channels, and budget.
Remember also to do two extra steps that define the campaign as a native one.
- Select the platforms on which you want your native ad to run, which can be way more different from classic social media marketing ones (do you remember our article?)
- Select the type of ad campaign type – again, as we said in our previous article. It can be of many kinds.
Do you run native advertising campaigns for your strategies? Do you like them – and if so, why?