Native advertising. You are either a big fan or find it completely off-putting. This newer marketing phenomenon has a polarizing effect with some marketers jumping on board wholeheartedly and others staying as far away from it as possible. From what’s been seen in the industry, native advertising can work fairly well as a way to get your message to others. It can offer helpful information, push great content and be a non-disruptive way to promote your brand. Apart from all these benefits though you must also be aware of the ways native ads can throw your marketing strategies completely off-course.
1. Native advertising can make you lose credibility with your readers. The biggest complaint consumers have is that they tend to find native ads sneaky. They don’t like to feel tricked and that can sometimes be the perception with this type of marketing tool. In fact, according to a 2015 Reuters Institute study, nearly 43% of Americans feel deceived or disappointed when they find out content is sponsored by a brand or company.
2. Native advertising is an expensive investment. Native advertising can be an expensive investment taking a huge cut of your marketing dollars. Firms can charge a high premium for curating the perfect ad necessary to get optimum results. On top of that, you must also pay to have the ad posted on the sites themselves.
3. Native advertising takes a lot of work to be good. In order to work, native advertising needs to flawlessly fit into an online site. The content must be perfectly matched and the header must draw people in without being overtly deceptive. It takes time and energy to find a good balance in your native advertising efforts. If the process rushed, there can be a disconnect between the ads and the rest of the site.
Need help getting your branded message across to others? Contact our team at Grand Marketing Solutions. We use smart strategies for keeping our customer’s names in the consumer’s mind.