How to do native advertising? Here are six guidelines to get it working! !
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Native advertising has become an essential part of marketing for large brands . For the American news website Daily Beast, 90% of its advertising revenue comes from native advertising. ■ The core of native advertising is to provide users with a perfect and smooth advertising experience, rather than bluffing them with sweet talk. ■ The combination of native advertising and social media will become one of the most straightforward marketing methods in the industry. ■ Those advertisements that look like news hope to use concepts as a shield to establish an emotional connection with readers, but in fact, readers will no longer buy it. ■ Today, it seems too hasty to avoid discussing or call a premature halt to the development opportunities of native advertising in the mobile communications field. In the next two to three years, native advertising will expand further. ” Although native advertising is still new, data from Internet company Salesforce shows that its popularity is already on par with video ads. At the same time, as the number of platforms increases, native advertising has become an important part of marketing for large brands. For example, 90% of the advertising revenue of the American news website Daily Beast comes from native advertising. Today, media and advertising no longer cater to the promotion standards of traditional media, and have invested heavily in developing smart platforms suitable for native advertising. If you want to do native advertising well, the following 6 points may help you. 1. Native advertising based on dynamic news The most effective native ads are based on news feeds, such as the likes feature on Facebook and Twitter. Brands publish "sponsored stories" on the platform. After the user's friends like them, the posts will appear on the user's page. The user can see the name, photo, and all the content and comments of the liker. This setting will increasingly actively adjust the display characteristics of the platform, while getting rid of the original rigid characteristics of the platform, ensuring that users can enjoy a high-quality reading experience. The model of Facebook and Twitter is worth learning from, that is, embedding advertisements in homepage messages. In addition to supplementing traditional advertising metrics such as engagement and clicks , native advertising can also analyze the advertising content relevant to each user, creating conditions for in-depth analysis. The combination of native advertising and social media will become one of the most straightforward marketing methods in the industry, bringing about earth-shaking changes in mobile advertising . 2. Find a balance between precision marketing and mass advertising Despite its potential, native advertising faces several challenges. For example, developing localized and customized content. No matter how creative and successful an advertisement is, most brands ultimately need a large audience base to maximize their economic benefits. How to maintain a balance between precision marketing and standardized mass advertising will inevitably pose another challenge to the development of native advertising. Advertisers need to always remember that the core purpose of native advertising is to provide users with a perfect and smooth advertising experience, rather than bluffing them with sweet talk. 3. Even if it is a soft copy, the brand must be clearly marked Some native advertising critics say that if consumers can read an informative brand ad without realizing it is an ad, it can add points to the brand's image. However, clearly labeling the brand name can increase the credibility of the product in the readers' minds. If people knew that the article was sponsored and contained information, they might click on it. For consumers, if the brand is clearly marked, it will be more able to dispel their doubts. The reason is simple: honest brands will not only tell fascinating stories, they will also display their logos with confidence. 4. Be direct: Make the brand the protagonist of the tweet story Consumers' mentality is different from what is generally believed. A brand promotion article is likely to be accepted by consumers as long as the story it tells is relevant to them. A good example is a native ad that ran in The New York Times. This ad focuses on the freshness and quality of the food sold by the fast food brand Wendy's. The slogan "Fresh Food Fast: From Farm to Fork" is used in the ad, making it clear that it is an out-and-out advertisement. What’s interesting is that such a blatant native advertisement still attracted a large number of consumers, even those who were not interested in Wendy’s before. The reason is that the advertisement is packaged with an interesting story. The plot arouses the readers’ appetite and allows them to understand the product features before deciding whether to buy it. In the near future, native advertising will become very similar to traditional marketing forms such as TV advertising. TV advertising always puts the brand at the core of the entire advertisement, while native advertising puts the brand as the protagonist of the promotional story. Readers will no longer buy into advertisements that focus solely on self-promotion and package themselves to look like news. 5. Prioritize product details Early native ads would appear in the ad columns of blogs, article pages, or website homepages, but today’s native ads mainly rely on sponsored posts on social media such as Facebook to earn traffic . This move is very successful because this way of publishing not only does not affect the publicity effect of the advertisement, but the media can also directly publish product links on Facebook to improve conversion rates . But in addition to ensuring that readers can read smoothly, advertisers are advised to give priority to describing product details in the article. 6. Pay attention to the field of mobile communications While traditional platforms used for digital marketing have failed to take off on mobile, native advertising has struck gold here. That’s because mobile communications allow brands and consumers to interact and engage in new and exciting ways. Chat apps like Snapchat and Kik have tried to launch some informative and interesting native ads, and have achieved initial results. Nowadays, it seems too hasty to avoid talking about the development opportunities of native advertising in mobile communications, or to stop it prematurely. In the next two to three years, with the close cooperation between merchants, media and social media, the native advertising industry is expected to eliminate the gray area around promoted content and achieve further expansion. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article is @Digital Think TankCompiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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