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Native content marketing is the creation and distribution of content to captivate new audiences, create awareness, build trust and increase conversions. Distributing branded content through native advertising makes content creation investments work harder by getting that content in front of the right audience and delivering measurable performance.
Acquiring new customers and driving incremental sales revenue is a common objective amongst marketers. One thing that native does extremely well is introduce engaged audiences and high ratios of first time site visitors. Native is effective at any stage of the sales funnel, but is particularly effective when used as a mid funnel channel to drive down the acquisition costs of lower in the funnel.
The verdict is in. Banner blindness is real. Banner ads are no longer effective and attempts by the advertising industry to make ads more interruptive has backfired. Native ads are different. They politely introduce consumers to content that they chose to engage with. Native ads create the opportunity for brands to share their story, add value during the decision journey and build trust.