When You Should And Shouldn’t Go Native

Native Advertising is all the rave nowadays and is considered to be high quality advertising that viewers will actually benefit from, rather than becoming irritated and annoyed with traditional popup ads. Marketing has made a huge shift from banners and invasive ads to much more subtle types of marketing that are meant to bring value to the user and not trick them into buying some product. But there are many ways to bring value to users, so how do you know if native advertising is the best way for you to bring value to your audience?

 

Here is how you start the assessment

The first place to start is your company’s competitive advantage. Why do your consumers choose you over the competition? Is your product the best product out there? Or is it because you offer the lowest possible prices without adding all the expensive bells and whistles? This could be something that has evolved and changed over time or it could be something that you’ve set in place from the very beginning, but every single successful company has one whether they know it or not.

Once you discover or rediscover your competitive advantage then you need to analyze it and determine if it is something that can be enhanced with native advertising or if marketing efforts would be much better spent in other areas and strategies. If your product is extremely innovative with incredible features then educating your audience through native advertising would be worth your while. The buyer’s journey has forever changed and it now involves a long period of extensive research through the Internet as well as reaching out to peers. If your product requires of lot of research to come to a final decision then you need to help your users with this step in the buyer’s journey by providing then with valuable content and information.

 

Skip the sales jargon

The key is to sell without selling. You should provide valuable, high quality and interesting content that grabs the reader’s attention and gives them an impressionable view of your company for providing them with this. You will grow your credibility and help to persuade the user to buy the product with your company, which is now positioned as an industry expert with top notch content.

If your competitive advantage is your low price then this is when native advertising may not be right for you. If your product doesn’t have all the bells and whistles then investing in native advertising content to educate your customers is not likely to end in a huge return on investment. If you are not sure the low price strategy is right for you, check out the article ‘The Fine Line Between When Low Prices Work and When They Don’t’ by Herman Simon explaining when low prices work and when they don’t. Low prices, just as native advertising, are not the best option for every single company out there, so be positive that this strategy is best for you before jumping in.

If, in fact, you are able to sustain a low price strategy, then you need to advertise this fact and not a large amount of content. Tell the world that you offer the lowest prices out there to grab their attention and draw them into your brand. Native advertising will never harm your brand, but if you are on a budget (as every marketer is) then you are better off investing in marketing tactics that promote your discounts and low price rather then sharing content in attempts to educate customers.

This takes us back to the changes in the buyer’s journey. If your product is inexpensive and doesn’t require a whole lot of research or time during the decision-making process then this is the perfect example of when native advertising might not be your best bet. Focus rather, on your advantage; low prices.

Native advertising is an incredible way to reach your audience that provides them with a pleasant experience that they are in control of. With the advances in technology, an ad block can be used to prevent any type of ad from showing up that irritates the user experience. The reason why native ads are not being blocked depends of the quality and format of these ads, not the availably or capabilities of technology. This is a wonderful way for you to reach your target audience. But keep in mind that the success of this marketing tactic will depend on both your competitive advantage as well as the amount of time your customer needs to consider the purchase during the buyer’s journey. Every company has a unique advantage and purchase decision time but all companies must be in agreement about the need for top-notch advertising quality!

Kelly Rogan is the international business developer and marketing strategist at Cyberclick. Manages content strategy, web site traffic growth, lead generation and increases brand presence and business opportunities in International markets.

 

 

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