Content is arguably the biggest trend to hit online marketing since the advent of social media, video and search. Content is everywhere. And with content comes the opportunity for new, exciting, content based marketing models. And Native is one of them.
The decline in reach of TV, radio and print advertising has been well documented. More recently though has been the growing ineffectiveness of ‘traditional’ online advertising mediums such as banner ads, particularly with the advent of mobile as the access tool of choice for millions of consumers getting online, where banner advertising doesn’t really work.
You can no longer confine your customers and hold them captive to your single advertising message. But you can captivate them by offering them something that they may actually want; a story, an idea or information they’ve not come across before. The results, if done right, can be extraordinary.
Native allows brands to reach a relevant audience online via desktop, tablet or mobile device. It offers brands the opportunity to speak to, interact and engage with customers at the places where they congregate online - all in a Native environment that is completely user initiated; the content is what drives the interaction between consumer and brand.
Which is why we have created our own guide to Native. Download How to Win at Native: Your Definitive Guide Now
Within the guide we have looked to set out an introduction into what Native actually is, why it is set to grow and what all marketers need to think about when formulating a Native content strategy for their business.
This guide is very much an introduction and overview into what is a new and evolving ad medium. As Native becomes more and more common, the nature and execution will undoubtedly evolve, but we are confident that many of the principles outlined in this guide will still be relevant in many years to come.
Dale Lovell
