Is native advertising a waste of time?

Posted by on March 1, 2014 in Advertising, Content management, Marketing | 0 comments

piggybackingBy now we can pretty much agree that the firewall between editorial and advertising has crumbled into the dust of ancient history. Frankly, I’m not sure it wasn’t a fiction for some publications anyway. In fact, I once tried to drop a press release back in the day when advertising and PR were two distinct disciplines and was told by the publication that I really needed to buy some advertising if I expected the news item to run.

But back to today. “Native advertising,” sort of an advertorial on steroids, is institutionalized line-blurring between what seems like editorial and ends up being advertising. It’s just done with more finesse. If you, the advertiser, choose to do native advertising in a publication like Forbes, you’re piggybacking and will pay lavishly for the ride. If the native ad is good and the reader follows the trail back to you, which brand gets the most benefit, Forbes or yours? Some think it’s not your brand getting the benefit.

Perhaps you should spend your efforts and your dollars building your own brand with your own content on your own site rather than be a digital sharecropper. On the other hand, that requires an investment in a solid brand, a publishing platform (whatever that looks like for you), and a steady stream of original content. It’s do-able: which do you prefer?

If this post was helpful, you can subscribe at the top of the page; please share with a colleague.

Contact Me | Facebook Twitter @LucidKim | LinkedIn  | Google+  

tweet button

this post

With over 30 years of experience in financial services marketing, Lucid Marketing has the skills to make your marketing the best it can be. Call us today at 615.829.0772 or click here to send an email.

Copyright Notice: The contents of this site are copyrighted by Lucid Marketing, all rights reserved. Republication by permission only, with a link back and the source of the republication clearly noted. Excerpts, commentary, and fair use applications should be accompanied by a link back to the original content on this site.

Print Friendly

Leave a Comment

Your email address will not be published. Required fields are marked *