Native advertising has gained popularity since last year. This new form of advertising is very similar to infomercials. It seeps to the usual flow of the Internet as an article on a blog or video on any site.
Native advertising has rapidly gained ground on popular platforms such as Business Insider and Buzzfeed or even The New York Times and The Wall Street Journal. Nevertheless, even though a large majority of brands consider this revolutionary advertising as a very effective way to get noticed online, others take it with tweezers.
Indeed, for native advertising to be truly effective, it must be presented a way so that the user does not flee, seeing that this is a sponsored post. The trick for the brand or company wishing to use native advertising would be to subtly integrate it into a broader marketing strategy.
For native advertising to become successful, it is imperative that the company adapts itself a new image- one which is providing information for educational, recreational and as an inspiration too. The content contained therein is to be published regularly to attract a good number of fans and followers. Once they are used to seeing materials from such company online, they would more likely open the company’s links on other sites.
Never deviate from your mission and values
It is also essential for the company not to deviate from its mission and its values. In publishing articles or making online videos that have no connection with its activities, the company may leave a bad impression to its internet users.
Virgin Mobile has learned it the hard way. By publishing an article about the values that a father brings in life for Father’s Day, the company has, unfortunately, decreased its value and impact, because the article is not connected with its activities.
Choose the best platform for the launch of the article or video is also an important criterion to consider in native advertising. The sites chosen must be relevant. The perfect combination would be to incorporate advertising with trade.
Pinterest is a very good example where consumers share information and pictures of the brands and products they love. It follows that consumers will want to buy products that are included. Pinterest innovates to enable them to do so through a “buy” button added to the forum.
This new feature allows the platform to metamorphose remarkably a simple forum in a kind of online store. Advertising and commerce go hand in hand naturally and synchronously.