Why choose native advertising

Sponsored articles: why choose native advertising

Among all the content marketing techniques, that of native advertising is certainly one of the most discussed of the moment.

The native ADV is based on Well -written and well constructed content creation with the main aim of informing and – at the same time – Promote or sell a product or service.

To create content that works for the destination objective, it is necessary to find the right balance between the aim of sponsorship and the content of the article itself. More specifically, it is correct to create a declared promotional text, but – at the same time – that it is perceived as very informative and quality. To do this, this content must be integrated into the web environment in which it is hosted and must be perceived by the target audience as a useful study and in accordance with its tastes and needs. Consequently, too explicit and extremely partial content must be avoided, such as product magazines obviously created to be biased.

Each self -respecting digital entrepreneur, before implementing a similar strategy, carefully considers the advantages and disadvantages that he can generate – at a perceptual level – in his own community.

I pro del native ADV

Entrepreneurs attentive to the digital scenario often ask questions about the real efficiency of these sponsored content and the answers obtained to date by those who have undergone positive damage: native ADV works.

The empirical evidence of their validity increases and show how the content of this type creates a commitment among users and arouses increasingly important attention from the public, highlighting – as a result of conversion – also the propensity for purchase. Compared to an ADV display or a traditional banner, there is no doubt that the target appreciates this type of advertising much more.

Below, the key points in favor of the native adv.

1. ADV native is more and more used because they are capable of stem. To avoid boring «intrusions», more and more users use these filters in their browsers who block intrusive advertising.
2. Avoid it «Brave of banner»: Users assess the content not only as a sponsored text, but also as a information and useful, they are therefore not led to avoid it, as happens instead for an intrusive banner. If the content is designed in a coherent way, it will be able to create a high interest and involvement.
3. Increase conversions. People, intercepted in a nice place for them, are led to click on the content of the product / service in which they are interested and which are built ad hoc to attract their attention. This «persuasion» in digital marketing is quantifiable in terms of Click. And the clicks that Native ADV provides are certainly not negligible data for brands.

The disadvantages of the native ADV

It is always necessary to pay attention to the other side of the medal and to follow the right indications so as not to throw the investment of money and time in the air. Here are the suggestions for a good ADV campaign.

1. Public confidence cannot be betrayed by hiding the promotional character content. To maintain a relationship of transparency and confidence between brands and the consumer, declaring the promotional nature of an article is fundamental. For this reason, more and more often in different newspapers and platforms, it is common to find the «sponsored» wording in the support of an article, precisely to indicate its promotional objective.
2. Each ADV native project must be thought of ad hoc: An overly generic strategy will not bear fruit. In addition, monitoring a native ADV campaign should be constant. It is not enough to start the strategy and leave it at the mercy of the web: constant control and listening to the network are the forces of marketing. From online surveillance, you cannot draw interesting ideas to improve.
3. Watch out for the form and content of the native ADV: This must always be adequate and consistent with the editorial line of the environment which shelters the content, to ensure that the articles do not constitute a reason for the interruption of navigation by the user which perceives them as foreigners.
4. It is important to publish the content produced on sites really in accordance with the target Reference and – especially – that they are real sites, managed by bloggers or real publishers and which receive real traffic by users (and not bots). In the past, in fact, the platforms dedicated to PR were born (and death) which housed sites inside which officially received traffic, but in reality, they were fed by bots: the visits were therefore significantly false. To avoid undergoing these dangers, it is advisable to rely on professional PR platforms as Getflue, which houses real sites within it and appropriately to properly develop online promotion activities (and transparency).