Month: September 2017

What Does It Really Mean Series: Native Advertising

570074655_1280x720Next in our “What Does It Really Mean” series is Native Advertising. This is another one of those confusing industry buzzwords, but one that’s important because native advertising is everywhere. With more people turning off traditional forms of advertising, marketers are employing more subtle forms of messaging. You may have engaged with native advertising and not even know it. Let me demystify native advertising for you.

What is native advertising?

Native advertising is paid advertising that’s so artfully created that it blends seamlessly into the non-paid content that surrounds it. It’s designed to trick you into believing that these native ads are actually part of the content. As a result, they’re much less disruptive and more engaging than traditional advertisements.

How does native advertising differ from traditional forms of advertising?

Traditional display ads are the boxes and banners we’re all used to seeing at the top of search engine results pages. These ads are obvious promotions with calls to action; their purpose is to get you to buy. Native ads are totally different. They’re created to match the look and feel of the content they’re seamlessly integrated with so that they appear to be part of the content itself. When executed well, you shouldn’t be able to pick out the native ad in the content. They’re not designed to sell; they’re designed to influence content, generate brand awareness and improve site traffic. It’s quite a piece of clever trickery.

What are the benefits of native advertising?

As consumers, we’ve become ad savvy. We can spot paid ads a mile away and we don’t trust them. Many of us don’t consider traditional ads relevant anymore and as a result we block them. According to a new report by PageFair, ad blocker usage surged 30% in 2016. There were 615 million devices blocking ads worldwide by the end of 2016, 62% (308 million) of those mobile. Desktop ad blocker usage grew 17% year-over-year to 236 million. As a result, native advertising is proving to be more successful than traditional online advertising. On mobile devices the average click-through rates are four times higher for premium native ads versus non-native display ads (Business Insider). Native ads are not easily identified as paid advertising and therefore there’s a greater chance that the consumer will trust a native ad and engage with it. According to Forbes:

  • People view native ads 53% more frequently than traditional ads
  • Native advertising can increase brand lift by as much as 82%.
  • Purchase intent is 53% higher when consumers click on native ads instead of traditional ads
  • Native ads containing rich media can boost conversion by as much as 60%

Are there any disadvantages to using native advertising?

Native advertising is very effective as long as people remain unaware that they’re reading and possibly engaging with an advertisement. The potential problems arise if the ad’s cover is blown. You then risk a backlash by people who feel tricked and could potentially develop a negative mindset against your brand.

If you’re interested in learning more about native advertising or would like to incorporate it into your marketing campaign, contact CreativeWorks Marketing today. Our expert advice, strategy, planning and execution can make a significant difference to your bottom line.

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What Does It Really Mean Series: Marketing Automation

Marketing AutomationThere are so many buzzwords being tossed around these days in the marketing world that it’s hard to keep up. It’s important that you understand what these terms mean so that you can make an informed decision on what’s right or wrong for your company. That’s why I’ve created this new series: What Does It Really Mean? I’ll take each of these confusing buzzwords, one by one, and explain them to you in “real people speak”. The first in our series is Marketing Automation.

What is marketing automation?

Although the term marketing automation makes it sound as though the art and science of marketing has become entirely automated, nothing could be further from the truth. There is much more involved than the click of a button. Marketing automation is a category of software that can automate certain repetitive tasks such as social media, lead management and tracking and monitoring campaigns. Marketers use marketing automation to help us keep up with the many platforms we’re often engaging with on a daily basis. It allows us to be more operationally efficient and help you to grow revenue faster.

How can marketing automation help your business?

  • Save time and money. Labour intensive process that traditionally have been done manually, such as scheduling social media, can now be automated, saving time and money and increasing productivity.
  • Increase efficiency. Multiple campaigns can be scheduled well in advance and fewer touch points reduces errors.
  • Simplify multiplatform management. Consumers can be found on any number of platforms and it seems that more are cropping up daily. It’s become increasingly difficult to keep up with the management of all of these platforms. Marketing automation can help monitor multiple platforms on a daily basis.
  • Improve lead management: Marketing automation systems can integrate with your CRM system so that you’ll be able to nurture your leads, not lose track of them.
  • Improve customer retention. Marketing automation collects data that provides relevant insight to your customers, allowing you to anticipate your customers’ needs.
  • Personalize the experience to the user. Marketing automation tools allow you to personalize your relationship with every customer with strategies like lead qualification.
  • Track and monitor. Marketing automation can help track your marketing expenditures and monitor the responses to your marketing campaigns.

What are the pitfalls of marketing automation?

The number one pitfall of marketing automation is not having the resources or training to make it work. This is why I strongly recommend that you engage with a reputable marketing agency. Left to your own devices, you may automate the wrong processes. In addition, many people are under the misconception that marketing automation does marketing and lead generation for you; but that’s not the case. You have to build a pipeline of targeted, pre-qualified leads before you engage marketing automation. Only then can it help you manage and nurture your leads.

How can you integrate marketing automation to complement your marketing activities?

I read an article recently that described marketing automation software as the “Swiss Army Knife” of the software world because it’s so versatile. Marketing automation software works with your marketing activities; it doesn’t replace them e.g. it can leverage your data to tell you which leads are your hottest prospects and give you greater visibility into which marketing campaigns are generating the best ROI. It can streamline manual processes, improving efficiencies, increasing productivity and saving time and money.

Marketing automation can provide many benefits for your company as long as you have a clear plan and a strategy to execute. In order to realize the benefits, you need a marketing automation expert on your team. CreativeWorks Marketing has the one-two punch – expertise in marketing and marketing automation. Take advantage of our 20+ years of marketing knowledge and contact us today.