For those not working in the marketing or advertising industry, native advertising is a tricky, morally ambiguous if not outright ethically dubious proposition. The practice, in which "online advertising ... matches the form and function of the platform on which it appears," blurs if not outright obliterates the line between advertising and editorial. But native advertising can also ask other questions: What about when it's good? What does it mean when native advertising leads to good, innovative journalism?
Content Marketing is the buzz term on everyone lips, but native adverti sing has also been s teadily gaining traction as brands look to best utilize new content distribution methods and means to spread their message, particularly via online platforms. But which one delivers better results? A new report from the combined forces of Fractl and Moz , and published Harvard Business Review , aims to answer just that.
Advertising Age's recent article, "Ad Blocking is a Growing Problem. What's the Fix?" addresses the thorny conflict between the needs of advertisers and the convenience of internet users. Basically, digital marketers need the ever-so-slim revenues that come from online advertising, while users don't want to be bothered by advertising.
The lines between the media, brands, agencies, new media, social media and search engines are blurring faster than most realize. This was covered in depth on Mark Schaefer’s blog and my Huffington Post column . The need, desire and promise of native advertising are major factors in this blurring and everyone is trying to get a piece of the action.
Paid search engine marketing (PPC) has been essential to the success of online B2B marketing for an incredibly long time (by digital marketing standards anyway). According to the CMI , it’s the type of paid media used most often by B2B Marketers, and is considered the most effective as well. But...
In the last few years content marketers have demanded new and better ways to promote and distribute their content. As a result, many new tools, tactics and networks have sprung up to empower them with even more opportunity to deliver the right content to the most prudent people. Paid content distribution using native social media is one of the newer tactics.
Are you wondering which digital marketing trends are going to dominate 2015 and which ones will die? I asked 10 marketing experts what their thoughts are on digital marketing trends for 2015 and was shocked to hear a lot of similar predictions come up. I didn’t brief any of them on what the other experts had said so every answer was genuine and unprovoked.
There are many different types of native ads, and two of the most common ones are search advertising as well as content marketing, the latter being particularly useful for businesses who are trying to increase their brand awareness, to diversify their target market as well as to boost their revenue. Sponsor-funded content is often placed alongside editorial content, with the specific purpose of reaching the target audience.