Word of the week: Native advertising
Hailed the “rebirth” of advertising, native advertising is the next big thing in B2B content marketing. Native advertising aims to promote products and services by using social platforms in the same manner consumers are using them. Though the term native advertising may be unfamiliar, we all encounter this digital advertising technique every day via sponsored Facebook posts and promoted tweets on our social media feeds. An IPG Media Lab study found that people view native ads 53 percent more than traditional displayers. Popular content sharing sites like Buzzfeed have mastered native advertising by allowing companies to create sponsored posts written in Buzzfeed’s image-drive, sharable style. A recent emarketer report found that marketers will triple spending on native advertising over the next five years, with spending reaching nearly $5 billion by 2017. In the B2B space, LinkedIn is becoming a highly effective native advertising tool by allowing businesses to promote their sponsored videos, presentations and content in other user’s newsfeeds. Considering social networks have eclipsed articles as the most popular B2B content marketing tactic, the ability to promote content within the framework of each individual social channel will continue to be a crucial component of reaching customers going forward.