Are you interested in digital marketing, but it seems like a world made up of only buzzwords? New ideas, like native advertising, emerge every month, with each one claiming that the last one is dead or old news. Sometimes it is an old idea dressed up with a new name. Other times it is actually a novel technology or delivery. Getting an education in the field, like an online Internet marketing degree, helps you know the difference.
It takes more than knowing a buzzword to become successful in digital marketing. Understanding how people use technology, create words or images that people find useful, knowing how to work with brands and media platforms and being up to date on ethical and legal requirements are all necessary to succeed.
Here is a closer look at a trendy idea that is really more than just a buzzword.
Native advertising has been a rising idea in digital marketing in 2013. There are many advertisers and media companies touting it as the new best thing. Alternatively, there are many groups that wonder if it is underhanded and confusing consumers. The Federal Trade Commission even hosted a workshop to investigate it this past December.
Originally, the goals for digital marketing were to get people to click on advertising and buy something. Flashy banners and catchy copywriting were the first tools for Internet marketers. It turns out that people are very good at ignoring this type of advertising and now very rarely click on ads. Something different is needed to get people interested.
The native advertising fans describe it as a step forward where brand or advertising content is delivered, so that it doesn't interrupt the flow of information for the end user. It is consistent in looking like the rest of the platform and automatically targets the user. People will read and share it.
Now that digital marketing has matured, the goal is to have people share and talk about brands or products on social media. Native advertising is effective because it doesn't sit on the edges. It looks like the other information on the website and it will not be automatically ignored by consumers.
Campaign content is also designed for sharing. When a campaign works, people will share it because it is good information, it is funny or it looks really good, depending on the social media platform. When done correctly, people find something useful, informative or amusing and recognize that it is presented by a brand.
When done poorly, readers resent the blog or website for publishing the material and stop reading. People aren't interested in sharing things they find boring or useless. Obvious advertising, even if it looks like real content, will be skipped.
Native advertising represents the maturing of digital marketing in how brands and products present themselves online. It is not mainstream yet, but it has heat and will not fizzle out soon.
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