Thursday, July 9, 2015

B2B Needs to Tap Growing Native Ad Trend

Native advertising may be a hot digital marketing tactic, with spending expected to hit $10.7 billion in 2015, but many marketers, especially business-to-business marketers, still haven't embraced its opportunities. Our thanks to Ash Nashed, founder and CEO of digital tech company Adiant, for his educational b2bmarketing.net post on native ads. Nashed especially speaks to B2B strategists, where only 34% of marketers have put native ads in the mix, he notes. Native ads, which are specifically created to organically fit within content, include search ads appearing alongside organic search results; social media ads resembling organic feed posts; promoted listings on e-commerce sites like Amazon, which appear next to algorithm-generated recommendations; video ads that entertain to promote brands; ads that appear within news articles targeted to specific interests; and advertorials offering educational editorial content. Per Nashed, the keys to success are what we'll call the four "T's": targeting (using data to select hypertargeted segments by demographics, intent, location and/or platform), testing and results tracking (marketing givens), and trust (qualified leads don't come through trickery; the audience must know they are clicking on an ad). For inspiration, Nashed holds up GE's award-winning efforts, including a blog on global innovation for The Economist magazine, a segment on "The Tonight Show," and in-stream ads on Twitter, Tumblr, Instagram and Pinterest. For more: http://www.b2bmarketing.net/blog/posts/2015/06/24/win-over-decision-makers-smart-native-advertising

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