native advertising Archives

What does good Native Advertising look … or sound … like?

The biggest mistake brands tend to make when leveraging native advertising is they don’t “get” the native part of it. They just see it as another form of advertising. And it’s not just brands. It’s people in the industry in general, including agency folks. Not too long ago, in fact, one of our clients at […]

Native Advertising is Good for Some Things … Not All Things

Digital Marketing

My recent projects include several that focus on native advertising. Studying this emerging segment of digital marketing more closely has uncovered some surprises for me in how the market is using and responding to the opportunities. To level-set, native advertising is known by many names. It’s often called sponsored content, advertorial, sponsored posts and the

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