Native advertising is something that has been becoming more and more popular for some time now, so much so that it seems probable it will be one of the most common sources of online marketing in the foreseeable future. However, it is still not as well-known as it should be, which is a serious problem for both businesses and consumers. After all, businesses that do not understand native advertising cannot make the full use of its online marketing potential, while consumers who do understand native advertising cannot put up the guards that they would use against advertisements under normal circumstances.
First and foremost, it is important to note that native advertising is not the same as content marketing in spite of their similarities. (1) This is because content marketing seeks to build up a business’s brand with a particular segment of consumers by posting useful and interesting content that is related to their interests, which in turn, makes said business that much more capable of using that generated goodwill to sell its products and services in future interactions. In contrast, native advertising is when a business inserts useful and interesting content promoting its products and services into a platform that does not belong to it in such a manner that it will not disrupt the user’s normal pattern of behavior, which is made possible by said business either paying the owner of the platform or compensating them in some other manner.
As a result, while it could be argued that native advertising is rather deceptive, there can be no doubts about its effectiveness as an online marketing method.
Why Has Native Advertising Become So Popular?
1. One of the biggest problems in digital marketing is getting the intended recipient to read the advertisement instead of just looking it over and then dismissing it from their attention in preference for what they were looking for in the first place. This is important because unless online marketers can break through that barrier of apathy cultivated by exposure to thousands and thousands of advertisements over the course of a lifetime, they have no chance whatsoever of selling the products and services that they were hoping to sell. By using native advertising rather than one of the other online marketing methods out there, online marketers can get the intended recipients to actually read advertisements because it will take them some time to figure out what they are really reading, thus providing the time that is so critical to a successful sales process.
2. By paying to use someone else’s platform, a business is borrowing their reputation with their regulars, which can be a lot more efficient and effective than building up its own platform. After all, the best reputations must be cultivated over the course of years and years with unwavering diligence, meaning they are rare assets that are unavailable to most of the businesses out there. With native advertising, a business can just borrow someone else’s reputation to power their sales efforts in exchange for a price, which will be no more than a fraction of what they would have to pay if they were to build up their own.
3. Like content marketing, native advertising can be targeted at the segment of consumers who are more receptive to a business’s sales efforts, which is important because there is no such thing as a business with products and services that can appeal to all of the consumers out there. As a result, a business that makes sure to target its online marketing can achieve not just better sales lead generation but also a better conversion rate for sales leads into paying customers. In turn, this ensures that the business can get the maximum amount of benefit from each dollar that has been spent on its advertising, which is absolutely critical for ensuring that it is run in a smooth and uninterrupted manner.
4. On a related note, it should be noted that native advertising is supposed to use genuinely useful and interesting content that is relevant to the interests of its intended recipients. This is important because it means that it can generate goodwill in consumers in much the same manner as its counterpart of content marketing, which in turn, can make the business that much more convincing when it comes to selling its products and services. Furthermore, it can keep the intended recipients from becoming irritated at the business, which is a serious concern when native advertising starts with a sort of deception.
5. Finally, it should be noted that native advertising is never disruptive, which is one of the most common complaints directed against other forms of online marketing. As a result, it never generates the sense of irritation that can be fatal to a business’s hopes of selling its products and services to interested individuals, thus making it not just an effective but also a surprisingly subtle method of securing customers from consumers.
Should You Be Making Use of Native Advertising?
Summed up, it seems clear that native advertising is continuing to rise in the world of online marketing because of its convenience as well as its other strengths compared to its counterparts. However, it is important to remember that there is no such thing as an effective tool unless it is being wielded by a skilled and experienced hand, meaning that businesses interested in its potential should make sure that they actually know what they are doing before they do it. After all, while native advertising is supposed to be so subtle that its intended recipients might not actually realize its true nature until they have already been sold on the business’s products and services, subtlety is something that can be ruined with no more than a few simple decisions in the planning process. Unsurprisingly, bad native advertising is not just useless for selling a business’s products and services but also actively detrimental to its reputation, which is why businesses should always exercise extreme care and caution with its use.