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.
What’s one of the biggest complaints you hear about native advertising, and content discovery specifically? The raunchy images and click-bait headlines, right? It almost seems like they’re targeting the 13-year-old version of me sometimes. This is one reason many brands and content marketers have not adopted content discovery as a promotion channel.
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.