The State of Native Advertising – Hexagram
Depending on who you ask, native advertising has different definitions. It could mean placing ads alongside relevant search results, or creating micro sites to specifically address a consumer need. Regardless as to how you articulate the topic, there’s no denying that native advertising is big business, and when done correctly, attracts the customers who are actively seeking your goods and services.
Developing the right content is critical to your success with native advertising, and this is where many businesses fail. Understanding the target audience is a key piece, and should be done before starting to produce any web material. Some businesses use what’s called a customer persona, which is basically a detailed spec sheet of the customer that you wish to target. This helps keep the content focused on one customer type, and yields better results than just producing content for the general audience.
Tracking the success of native advertising can be complicated, but many businesses rely on traffic and social media shares for direct ROI measuring. They’re also looking at the time spent on designated landing pages, as well as what each visitor clicked on. These are all indicators that help give an in depth view of the success of native advertising on a web page.
In the near future, native advertising is bound to morph into something altogether different, as people began to change their browsing habits, and as internet technology enhances. Businesses should prepare to stay updated in the industry in order to apply the latest techniques for successful advertising.