- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
At the Social Shake-Up, Mike Federle, the COO of Forbes; Carl Lavin, the homepage editor of CNN Digital; and Mary Ellen Egan, the Senior Content Director at Social Media Today, tackled how journalism and publishing are evolving in a panel titled “When Your Customers Become Your Contributors: Brand Journalism Meets Traditional.” To kick off the panel, Simon asked, “In the social age where anyone can publish anything, anywhere, any time, what is a media brand? Is it a platform, is it a publisher?”
In the past few years, the scenario of paid advertisement has undergone dramatic changes. The traditional ads which was intrusive in nature, are replaced by ads that blends naturally with the other posts on the sites.
In the wake of John Oliver’s epic rant against native advertising on his show, "Last Week Tonight" (second video, below), Robin Carey and I sat down to discuss the implications. We talked about whether or not Oliver’s claims were justified, as well as the challenges and opportunities that native advertising presents to media brands and advertisers alike.
Publishing giant Conde Nast is hoping to set a standard for native advertising across its properties. AdAge reports that the company distributed a 4000-word document that tells editors and publishers how to handle native advertising. Conde Nast wants to avoid conflicts, address legal concerns and establish how the company’s properties will handle consumer data.
Similar to “advertorials,” native advertising is designed to be entertaining enough in its own right to compel visitors to consume, be influenced by, and even share the content, be it videos, images, articles, or music, based only on the targeted and contextual appeal that holds on its own.
It’s the latest craze, the emerging brand sponsored content site where companies pump out content off of their corporate website with the hopes of connecting to their target consumer in a way that doesn’t feel “Salesy.” Visit sites like Forbes or Inc. and find brand sponsored content from global companies.
Marketing is in transition. Banner ads don’t work. Interruption advertising is delivering diminishing returns and traditional advertising is a waste of money. Yet somehow product information still needs to “get out there”, and brands still need to connect with their audience.
If native ads are to endure long enough to become more than just the latest marketing craze to come and go, brands, marketers and publishers alike will need to adapt certain principles as guidelines in terms of how they execute their native ad content going forward.
As this year’s newest addition to the marketing jargon handbook, native advertising challenges brands to think differently about both social engagement and advertising, and requires marketers to appeal to prospective customers in unique ways. Here are a few different types of Native Ads to consider.