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Growth marketing through native advertising

November 17, 2023 | Jimit Mehta

As businesses continue to navigate the ever-evolving landscape of digital marketing, finding effective ways to connect with potential customers has become more challenging than ever before. With so much noise online, it's increasingly difficult to grab someone's attention long enough to make a lasting impression.

This is where growth marketing through native advertising comes in. Native advertising involves creating content that seamlessly blends into a website or platform, making it feel less like an advertisement and more like a natural part of the user experience. By doing so, businesses can connect with potential customers in a more meaningful way, building trust and credibility that can translate into long-term growth.

But what exactly is native advertising, and how can businesses leverage this powerful marketing strategy to achieve their growth goals? In this article, we'll explore the ins and outs of native advertising and share some tips for incorporating it into your own growth marketing strategy. Whether you're a startup looking to build your customer base or an established brand looking to reach new audiences, native advertising could be the key to unlocking your growth potential.

What is native advertising?

Native advertising is a type of digital advertising that blends in with the form and function of the platform on which it appears. In other words, it looks and feels like natural content that is part of the website or app that the user is browsing.

Unlike traditional forms of advertising, such as banner ads or pop-ups, native ads are designed to be less disruptive to the user experience. They are integrated into the platform's content stream and are often labeled as "sponsored" or "promoted" content to differentiate them from organic content.

The goal of native advertising is to create a more seamless and engaging user experience, while still achieving the advertiser's marketing objectives. By creating content that aligns with the interests of the platform's users, native ads can capture their attention and drive engagement.

Native advertising can take many different forms, including sponsored articles, promoted social media posts, and recommended content widgets. It is becoming an increasingly popular form of advertising as marketers seek more effective ways to reach their target audiences in an authentic and non-intrusive way.

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How does native advertising differ from other forms of advertising?

Native advertising differs from other forms of advertising in several ways.

First and foremost, native ads are designed to blend in with the platform on which they appear. They look and feel like natural content, rather than obvious ads, which can make them more appealing to users. In contrast, traditional forms of advertising, such as banner ads or pop-ups, are often seen as intrusive and annoying.

Secondly, native advertising is typically more targeted than other forms of advertising. Native ads are often served to users based on their interests, behaviors, and demographics, which can increase their relevance and effectiveness. This targeting can be done through various methods, such as retargeting or lookalike audiences.

Another key difference between native advertising and other forms of advertising is that native ads are often part of a larger content marketing strategy. This means that the content of the ad is designed to educate, inform, or entertain the user, rather than simply promoting a product or service. This can help build trust with the user and increase the likelihood of them engaging with the brand.

Finally, native advertising often offers more opportunities for customization and personalization than traditional advertising. Native ads can be tailored to fit the specific format and style of the platform on which they appear, which can increase their effectiveness and engagement.

Overall, native advertising offers a more natural and authentic way for brands to connect with users, making it an increasingly popular form of advertising in today's digital landscape.

Why is native advertising effective for growth marketing?

Native advertising can be an effective strategy for growth marketing because it allows brands to connect with potential customers in a more meaningful and natural way.

By blending in with the platform on which they appear, native ads can be less disruptive to the user experience, which can increase the likelihood of users engaging with the content. This can help drive more traffic to a brand's website or social media profiles, and ultimately, lead to more conversions.

Native advertising also allows brands to target specific audiences based on their interests, behaviors, and demographics. By serving ads to users who are more likely to be interested in their products or services, brands can increase the effectiveness of their advertising campaigns and drive more conversions.

Additionally, native advertising can help build trust and credibility with potential customers. By creating content that aligns with the interests of the platform's users, brands can position themselves as thought leaders in their industry and establish themselves as a trusted resource for information.

Finally, native advertising can be a more cost-effective strategy for growth marketing than other forms of advertising. Because native ads are often part of a larger content marketing strategy, they can have a longer shelf life than traditional ads, which can make them more cost-effective over time.

Overall, native advertising offers brands a unique opportunity to connect with potential customers in a more natural and authentic way, which can ultimately lead to more growth and success in the long run.

Examples of successful native advertising campaigns

There have been many successful native advertising campaigns over the years, demonstrating the effectiveness of this marketing strategy.

One example is the "Paid to Pretend" campaign by Airbnb. The campaign featured a series of articles on Vice's travel section, which were written by a group of freelance writers who were paid to pretend to be locals in various cities around the world. The articles offered a unique and authentic perspective on each city, and subtly promoted the use of Airbnb for travel accommodations. The campaign was a huge success, driving significant traffic to Airbnb's website and increasing brand awareness among young, adventurous travelers.

Another successful native advertising campaign was the "10 Days of Connection" campaign by Microsoft. The campaign featured a series of articles and videos on the New York Times website, highlighting how Microsoft technology was being used to connect people around the world. The campaign effectively positioned Microsoft as a leader in innovation and technology, while also showcasing the company's commitment to making a positive impact on the world.

A third example is the "Inside the Moment" campaign by National Geographic. The campaign featured a series of short videos on Instagram, highlighting some of the world's most stunning natural landscapes and wildlife. The videos were shot using Samsung Galaxy smartphones, which subtly promoted the device's camera capabilities. The campaign was a huge success, generating over 60 million views and significantly increasing brand awareness for both National Geographic and Samsung.

These are just a few examples of successful native advertising campaigns, but they demonstrate the power of this marketing strategy to drive engagement and growth for brands. By creating content that resonates with their target audiences and aligns with the interests of the platform's users, brands can effectively reach potential customers and drive meaningful results.

Choosing the right platform for your native advertising campaign

Choosing the right platform for your native advertising campaign is crucial to its success. With so many different platforms and formats available, it's important to carefully consider your goals and target audience before making a decision.

One important factor to consider is the type of content that performs well on each platform. For example, Instagram is known for its visually-driven content, while LinkedIn is more focused on professional networking and thought leadership. By understanding the strengths and weaknesses of each platform, you can create content that aligns with the platform's user base and increases the effectiveness of your campaign.

Another factor to consider is the targeting capabilities of each platform. Some platforms, such as Facebook and Google, offer sophisticated targeting options based on demographics, interests, and behaviors. Other platforms, such as Twitter and Pinterest, may have more limited targeting options but may be more effective at reaching specific niches or audiences.

It's also important to consider the cost and ROI of each platform. Some platforms may be more expensive than others, but may offer higher engagement rates or conversion rates. By carefully evaluating the potential costs and benefits of each platform, you can make an informed decision that maximizes the ROI of your campaign.

Finally, it's important to consider the scalability of each platform. Some platforms may be more effective for reaching a small, niche audience, while others may be better suited for larger, more broad-based campaigns. By choosing a platform that is scalable and can grow with your business, you can ensure that your native advertising campaign continues to drive growth and success over time.

Overall, choosing the right platform for your native advertising campaign requires careful consideration of a variety of factors, including the type of content that performs well on each platform, the targeting capabilities and costs of each platform, and the scalability of each platform. By taking the time to evaluate these factors and make an informed decision, you can create a successful native advertising campaign that drives growth and success for your brand.

Creating effective native advertising content

Creating effective native advertising content is essential to the success of your campaign. The content should be engaging, relevant, and add value to the user's experience on the platform.

One key element to creating effective native advertising content is to make it visually appealing. Visuals such as images, videos, or infographics can help grab the user's attention and increase engagement with the content. Additionally, the content should align with the platform's aesthetic and tone to create a seamless user experience.

Another important aspect of creating effective native advertising content is to focus on storytelling. The content should tell a story that resonates with the target audience and aligns with the brand's message. By telling a compelling story, you can create an emotional connection with the user and increase the likelihood of them taking action.

It's also important to make sure the content adds value to the user's experience on the platform. This means creating content that is informative, entertaining, or useful in some way. By providing value to the user, you can establish trust and credibility with the audience, and increase the chances of them engaging with the brand or taking action.

Finally, it's important to make the content native to the platform. This means creating content that blends seamlessly with the platform's user experience and does not feel like a disruptive advertisement. By creating content that is native to the platform, you can increase the effectiveness of your campaign and improve the user experience.

In summary, creating effective native advertising content requires a focus on visual appeal, storytelling, adding value to the user's experience, and making the content native to the platform. By following these best practices, you can create a successful native advertising campaign that drives growth and success for your brand.

Measuring the success of your native advertising campaign

Measuring the success of your native advertising campaign is crucial to understanding its effectiveness and making data-driven decisions for future campaigns. There are several key metrics you should consider when measuring the success of your campaign.

One important metric is engagement. This includes likes, shares, comments, and other forms of engagement with your content. Engagement is a good indicator of how well your content resonates with your audience and can help inform future content decisions.

Another key metric is reach. This measures the number of people who saw your content. Reach can help you understand the size of your audience and the effectiveness of your targeting.

Conversion rate is also an important metric to consider. This measures the number of people who took a specific action, such as clicking through to your website or making a purchase. Conversion rate can help you understand the effectiveness of your call-to-action and the overall impact of your campaign.

Finally, it's important to consider the ROI of your campaign. This measures the financial impact of your campaign, including revenue generated and cost per acquisition. By understanding the ROI of your campaign, you can make data-driven decisions about future investments in native advertising.

In order to measure these metrics effectively, it's important to set clear goals and track progress over time. This may involve using analytics tools provided by the platform, such as Facebook Ads Manager or Google Analytics, or working with a third-party analytics provider.

Overall, measuring the success of your native advertising campaign requires a focus on engagement, reach, conversion rate, and ROI. By carefully tracking these metrics and making data-driven decisions, you can create a successful native advertising campaign that drives growth and success for your brand.

Common pitfalls to avoid in native advertising

While native advertising can be an effective growth marketing strategy, there are some common pitfalls that you should avoid to ensure the success of your campaign.

One common pitfall is creating content that is too sales-oriented. Native advertising should not be overtly promotional, but rather should add value to the user's experience. Creating content that is too sales-oriented can be a turn-off to users and result in poor engagement with your content.

Another pitfall is failing to disclose sponsored content. This can damage the trust and credibility of your brand and result in negative feedback from users. It's important to be transparent about the sponsored nature of your content to maintain trust with your audience.

A third pitfall is poor targeting. Native advertising relies on effective targeting to reach the right audience. Failing to target your content effectively can result in poor engagement and a low return on investment. Make sure to target your content based on demographics, interests, and behaviors to ensure that it resonates with your audience.

Finally, a common pitfall is failing to optimize your campaign. Native advertising requires ongoing optimization to improve its effectiveness over time. Failing to optimize your campaign can result in poor performance and a low return on investment. Make sure to track your metrics regularly and adjust your strategy as needed to improve the effectiveness of your campaign.

In summary, common pitfalls to avoid in native advertising include creating sales-oriented content, failing to disclose sponsored content, poor targeting, and failing to optimize your campaign. By avoiding these pitfalls and following best practices for native advertising, you can create a successful campaign that drives growth and success for your brand.

Native advertising trends to watch in 2023

As we look ahead to 2023, there are several emerging trends in native advertising that marketers should watch closely.

One trend is the continued growth of video content. Video has become an increasingly popular format for native advertising, as it provides an engaging and immersive experience for users. In 2023, we can expect to see more brands experimenting with video content to drive engagement and build brand awareness.

Another trend is the rise of social commerce. Social media platforms are increasingly integrating e-commerce functionality, allowing users to purchase products directly from their feeds. This presents an opportunity for brands to use native advertising to drive sales and build brand loyalty.

Personalization is also a trend to watch in 2023. With advances in data analytics and artificial intelligence, brands are able to personalize their native advertising content to a greater degree than ever before. This can help improve engagement and drive conversions by delivering content that is more relevant and targeted to individual users.

Finally, we can expect to see increased adoption of native advertising among B2B companies. While native advertising has traditionally been associated with B2C companies, there is growing recognition of its potential for B2B marketing. In 2023, we can expect to see more B2B companies experimenting with native advertising to drive lead generation and build brand awareness.

In summary, native advertising trends to watch in 2023 include the growth of video content, the rise of social commerce, personalization, and increased adoption among B2B companies. By staying on top of these trends, marketers can leverage the power of native advertising to drive growth and success for their brands.

How to incorporate native advertising into your growth marketing strategy

If you're looking to incorporate native advertising into your growth marketing strategy, there are several steps you can take to ensure success.

First, define your goals and target audience. Native advertising can be a powerful tool for driving growth, but it's important to have a clear understanding of your goals and target audience before launching a campaign. Identify what you want to achieve and who you want to reach, and use this information to guide your strategy.

Next, choose the right platform for your campaign. Native advertising can be delivered through a variety of platforms, including social media, content discovery networks, and publisher websites. Consider the strengths and weaknesses of each platform and choose the one that best aligns with your goals and target audience.

Once you've chosen a platform, create compelling content that adds value to the user's experience. Native advertising content should be informative, engaging, and relevant to the user's interests. Avoid creating content that is too sales-oriented or promotional, as this can turn users off and harm the effectiveness of your campaign.

Make sure to optimize your campaign for maximum impact. This involves ongoing monitoring and testing to improve the effectiveness of your content and targeting. Track key metrics such as engagement rates, click-through rates, and conversion rates, and use this data to refine your strategy over time.

Finally, be transparent about the sponsored nature of your content. Native advertising should be clearly labeled as sponsored content to maintain trust with your audience. Failure to disclose sponsored content can harm your brand's credibility and lead to negative feedback from users.

In summary, to incorporate native advertising into your growth marketing strategy, define your goals and target audience, choose the right platform, create compelling content, optimize your campaign, and be transparent about the sponsored nature of your content. By following these steps, you can create a successful native advertising campaign that drives growth and success for your brand.

Wrapping up

Native advertising is a form of advertising that blends seamlessly into the content of a platform, allowing marketers to reach their target audience in a more organic and engaging way. In recent years, native advertising has become increasingly popular for growth marketing, as it offers a range of benefits including increased engagement, improved brand awareness, and better targeting capabilities.

To run a successful native advertising campaign, it's important to choose the right platform, create compelling content that adds value to the user's experience, and be transparent about the sponsored nature of your content. It's also crucial to track key metrics and optimize your campaign over time to improve its effectiveness.

Looking ahead to 2023, emerging trends in native advertising include the growth of video content, the rise of social commerce, personalization, and increased adoption among B2B companies. By staying on top of these trends and incorporating them into your growth marketing strategy, you can leverage the power of native advertising to drive growth and success for your brand.

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