We recently interviewed customer centric strategic expert, Johannes Ceh and asked him how he has been successful within the industry and also his advice for the next generation of marketers. Ceh was also an official speaker at Native Advertising DAYS 2017.
Keep on learning, stay hungry, be empathetic. Grow and learn from each other’s different perspectives.
Do you have any advice for the next generation of marketers, for example; what are the most effective ways to improve their knowledge of the industry?
Be empathic. Really listen. Understand different perspectives, so you know what your own work is being used for. Learn from each other and truly collaborate to create impact. Keep on learning, stay hungry, be empathetic. Grow and learn from each other’s different perspectives.
What would you attribute your success to within our industry?
Passion for creating value. For both customers as well as team members.
Native advertising will be one of the sustaining models left for marketers to provide value by cooperating with media.
Given your background as a content strategist and strategic consultant, what role have you seen native advertising play over the years? Is the role increasing in the industry? Does native fit better with certain business models?
Native is new work framework embracing publishers, marketers, and data. Those who are able to create hybrid solutions within that framework can create a massive impact. Due to the complexity and strength of print ads and banners, it is taking time for the marketing world to accept and adapt to such new mindset. However, in the age of the customer in which we live in, it is clear that native advertising will be one of the sustaining models left for marketers to provide value by cooperating with media.
With a clear label, insightful content and targeting, native can be the compliments card for media readers.
Where do you think native advertising is going and how do you think it is affecting user experiences?
A massive expansion of digital targeting opportunities and scaling distribution performance to the max. The key will be: Can you use the data to really reach your audience and will your content create real value for them? With a clear label, insightful content and targeting, native can be the compliments card for media readers.
There is too much irrelevant content out there.
A final prediction for native advertising?
We will no longer just talk about Native and Content, we will differentiate also in Excellence, regarding strategy, relevance, and distribution – for both Native and Content. There is too much irrelevant Content out there – the Havas Meaningful Brand Study calls 60 percent of the global content “irrelevant”.