FREE!!! The word that pricks up ears of not only marketers but of non-marketers as well, because who doesn’t love free stuff?
There are so many memes in the world regarding women running to a shopping mall when they see something free with a product, or men rushing to the pubs when they see free pints with their ordered menu, or kids wanting something because of the free toy. But the reality is, how long can we have free stuff?
In the marketing world, there will be hardly any marketer who doesn’t love promoting something for free.
But the truth, in the marketing industry, is different. You never get important items for nothing in return. Even if you think that many brands used Facebook pages when their algorithms were not strict, and the business pages were higher, you might be delusional.
They had to follow various ways of increasing their business, the most affluent being “Paid Media or Native Content “.
What is Native Advertisement?
Native advertisements are often seen on social media channels or on a web page as suggested material. In contrast to the display ads or banner ads, native ads don’t look like ads.
They seem a part of the page’s editorial flow. The secret to native advertising is its non-disruptive existence-it introduces the reader to advertising material without sticking out like a sore thumb.
What is Native content?
It is a type of Native Advertisement, a piece of content that has been commissioned or paid to be placed on an external website with the view that the content fits and the form and function of where it exists.
The criteria making it native are that:
- It is designed to fit in with the publisher.
- Created or curated for the audience
- On an external website
What is paid media?
Pay media refers to outside marketing campaigns involving a paid placement. PPC advertising, branded content, and display ads are included in paid media. Paid advertising is an important factor for online companies in sales growth and brand recognition.
Key Takeaways on native content and paid media:
- Native ads receive 53 percent more views than traditional display ads. (Sharethrough).
- Native advertising increases purchase intent by 18 percent. (Forbes).
- Location-specific digital ad campaigns are 20x more effective than traditional banner ads that are not location-based. (Lyfe Marketing).
- Worldwide digital ad spends expected to reach over $375 billion by 2021. (Lyfe Marketing)
- 52% of publishers surveyed said native advertising is very important to their overall advertisement strategy, and 43% said it was significant. 87 % of the respondents felt optimistic about native ads.
- Publishers are undoubtedly building and organizing their operations to take advantage of the opportunities represented by native advertising: 42% of survey respondents say they now have their own dedicated native ad studio, up from 35% last year. Another 29% have a dedicated native ad team.
- Many editors use their editorial staff much less than a year ago, however, as this custom has fallen from 47% to 29%.
- One disconcerting finding from the study reveals that there is no marking on native ads by 9 percent of publishers. It’s better than 11% last year, but it’s still a long way from where it should be: 0%
With each coming year, the significance of paid media is going to reach new heights; therefore, it can’t be ignored.
Less Social Reach
This is one of the most significant challenges facing almost every brand. How to expand the scope of the post/anchor text causes setbacks for a lot of brands who just don’t know how and when to crack their small circle and find a more suitable audience.
Back in the days when Facebook had a bigger organic reach things were different, the corporation modified its organic reach policy and left marketers/companies/bloggers with no option but to pay to extend their reach, same is the case of Instagram since it is owned by Facebook, pay or stay for your slay.
The decreased post reach has given marketers lots of sleepless nights. Unless and until you have a decent number of followers following your brand on Facebook and Instagram and connecting with your posts, your chances of having a stronger organic reach without charging a penny can just mislead you in the end.
Hence, it has become a necessity to put some investment in the content we create. There’s no other way left to extend post reach on social media channels without slimming the wallet.
Display Ad Fatigue
Digitally running an ad requires a team of experts or a creative brain who can create marketing campaigns without disturbing people. In a survey , respondents pointed out different reasons for getting fed up: HD ads slowing the speed of the website, large banner pop-up, ads positioned between the content etc.
Ask yourself which websites you used to love visiting, but don’t visit anymore? The reason might be the excessive placement of ads in various forms on the website, regardless of how valuable content source the site was, you decided to leave it for once and all.
Many blogs have lost their huge audience base because their greed blindfolded them and they couldn’t sense the nerve of a new era.
The biggest challenge for marketers is find ways to smartly use ads on their platform.
Branded content is the only direction that has come up after years of marketing study. It’s a bit complex to do it, and you can still hit the nail on head, then consumers wouldn’t come to realize that it’s not just an article, but an ad that’s created specifically to target and influence them.
Importance of Search
Everyone using the web understands the importance of getting searched. It’s the first-hand information that no marketer can ever take for granted. Most of us use Google for most search queries’ and have abandoned completely other search engines.
Hence, Google has become a primary search engine for most of us, and it will cover more market share in the future. Since Google keep updating its algorithms, it’s getting tougher to get found in Google search results.
The best way is to create original and valuable content and earn quality backlinks from authority sites. It’s not an overnight process and can add up months or even years to create a strong platform for the website in search engine results.
With paid media, however, your website can show up on certain key phrases that you are targeting in your Google Adwords account.
However, to properly use the tool and get best ROI on every dollar spent, you have to study the market and understand the process of creating paid campaigns to bring better relevancy and fruitful results.
It’s all about ‘Content’
Companies are putting a lot of money in the content creation. You can create the best content, however, getting users to enjoy it is a different aspect altogether. So, how can you let users know about your content?
The best way is to publish content on different social media accounts and do some paid promotion to drive targeted traffic to your site. Without paid media, it’s truly hard to extend your content reach.