Marketing > B2B Marketing Process and Marketing Method Guide. Detailed Marketing Process Instructions. > B2B Marketing Process and Marketing Method Guide: Navigating the Waters of Native AdvertisingB2B Marketing Process and Marketing Method Guide: Navigating the Waters of Native Advertising
Detailed Marketing Process Instructions: Mastering Native Advertising for B2B Marketing Excellence
Dive into the essentials of native advertising for B2B marketing. Our guide provides comprehensive, easy-to-apply strategies, backed by proven methodologies and real-life examples. Explore how native advertising enhances business growth, marketing KPIs, and overall marketing strategy.
OBJECTIVE:
In the ever-evolving digital landscape, marketers have to constantly adapt to changing customer behaviors. Native advertising is a methodology that has increasingly become crucial in this context. By the end of this guide, you will be able to understand, conceptualize, strategize, and implement native advertising campaigns effectively, leveraging its benefits for B2B marketing.
RELEVANCE:
Given the significant rise in ad-blocker usage, marketers need alternatives to traditional display ads. Native advertising, when executed effectively, provides a non-disruptive, organic way to engage target audiences. Examples of successful native advertising include LinkedIn's Sponsored Content and IBM's data-driven articles on WIRED.
OVERVIEW:
We'll discuss the essential components of native advertising: understanding its premise, planning and strategy, execution and optimization, measurement, and its integration with the overall marketing mix.
PRE-ASSESSMENT:
Assuming you've already been using various digital marketing strategies, how familiar are you with native advertising? Have you implemented it in your campaigns? If so, what have been your primary challenges?
LINKING WITH KNOWN CONCEPTS:
If you're familiar with content marketing, native advertising is a subset of it. It involves creating and distributing valuable, relevant content that blends seamlessly with the platform it's on, offering a non-disruptive user experience.
TOPIC/METHODOLOGY PRESENTATION:
1. UNDERSTANDING NATIVE ADVERTISING: Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it's placed. It's crucial because it combats ad fatigue, builds trust, and drives higher engagement.
- For example, BuzzFeed often hosts sponsored articles that mirror the appearance and tone of their regular posts, but promote a brand or product.
2. PLANNING AND STRATEGY: Begin by defining clear goals, identifying target audiences, and selecting suitable platforms for your native ads.
- An exercise could be analyzing the pros and cons of different platforms based on your target audience and objectives.
3. EXECUTION AND OPTIMIZATION: Create valuable, engaging content that integrates seamlessly with the chosen platform. Regularly test and optimize your ads for maximum effectiveness.
- For instance, General Electric sponsored a collection of articles and infographics on The Economist, discussing the industrial internet. They were educational, engaging, and in line with the typical content of The Economist.
4. MEASUREMENT: Monitor and measure the performance of your native ads. Key metrics might include click-through rate (CTR), engagement rate, and conversion rate.
- Consider Adobe's native ad campaign on The New York Times website. The interactive article, presenting the future of digital experiences, saw an average reading time of 12 minutes – an impressive engagement metric for any content.
5. INTEGRATING NATIVE ADVERTISING WITH THE MARKETING MIX: Native advertising should not work in a silo. It should be a part of your broader content marketing strategy and align with your other marketing initiatives.
After each sub-topic, revisit these examples and exercises. This will help reinforce your understanding and application of the concepts.
COMMON MISCONCEPTIONS:
1. Native Advertising equals Deception: Some argue that native advertising is misleading as it blends with the editorial content. However, if the content adds value and is appropriately disclosed as sponsored, it maintains consumer trust.
2. It's only for B2C: While B2C companies have been early adopters, B2B companies, like IBM and Adobe, have shown how effectively native advertising can work for them too.
SUMMARY:
Native advertising is a valuable tool in the modern marketer's arsenal. It offers a way to deliver engaging content in a non-disruptive way, improving brand perception and engagement metrics.
APPLICATION:
Once you understand and can implement the concepts outlined, the next step is to apply it to your organization. Consider your marketing objectives, target audience, and the platform that would best reach them. Plan, execute, optimize, measure, and align your native advertising efforts as a part of your overall marketing strategy.
RESOURCES FOR FURTHER LEARNING:
To deepen your understanding of native advertising, consider exploring "Native Advertising: The Official Definition" by the Native Advertising Institute, "The Native Advertising Playbook" by IAB, or subscribing to 'The Native Advertising' podcast.
PROCESS AND WORK PLAN:
Implementing a native advertising campaign involves various steps:
1. Goal Definition: Establish clear objectives for your campaign - be it brand awareness, lead generation, or thought leadership.
2. Audience Identification: Define your target audience. This includes understanding their demographics, psychographics, and content consumption habits.
3. Platform Selection: Based on your audience and goals, identify suitable platforms for your native ads. Collaboration with platform specialists may be beneficial here.
4. Content Creation: Develop content that offers value to your audience, aligns with your brand voice, and seamlessly integrates with the chosen platform. Collaborate with content creators and copywriters for this step.
5. Campaign Launch: Ensure all elements align with your goals and audience. Collaborate with platform specialists or media agencies for an effective launch.
6. Monitoring & Optimization: Regularly review campaign performance and optimize for better results. Marketing analysts would be essential collaborators for this.
7. Reporting: At the end of the campaign, summarize results, key learnings, and next steps.
PITFALLS AND RISKS:
1. Misaligned Content: If your content doesn't align with the platform's tone and style, it will stick out and disengage users. To mitigate this, conduct thorough research on the platform's content before crafting your own.
2. Undefined Goals: Without clear objectives, it's hard to measure success. Ensure you define your goals at the outset.
EXAMPLES:
Successful:
- Adobe's native ad campaign on The New York Times website saw an average reading time of 12 minutes.
- IBM's data-driven articles on WIRED resonated with their target B2B audience and positioned IBM as a thought leader.
Failed:
- In a failed example, a renowned energy company sponsored an article on a popular news website. However, it didn't fit with the tone of the website and faced backlash for seeming deceptive.
KPIs:
Common KPIs for native advertising include engagement rate, CTR, and conversion rate. For instance, IBM's native ad campaign on WIRED saw a 3.4x higher CTR than the benchmark for traditional display ads.
IMPACT OF NOT USING NATIVE ADVERTISING:
Not leveraging native advertising can lead to missed opportunities for enhanced brand visibility and engagement. Given the rise in ad-blocker usage, sticking to traditional display ads might yield diminishing returns.
HOW TO PRACTICE:
Try creating a native ad for a mock company. Analyze your favorite content platform, identify the type of content that resonates, and attempt to create a sponsored post that aligns with it.
HOW TO SUCCESSFULLY APPLY:
1. Start small: Test native ads on one platform before expanding.
2. Continuous Learning: Stay updated with the latest trends in native advertising.
3. Test and Learn: Regularly review and optimize your campaigns for improved results.
4. Collaborate: Work closely with platform specialists, content creators, and analysts for an effective campaign.
5. Keep your audience at the center: Develop content that offers value to your audience.
In conclusion, native advertising presents an effective strategy to connect with and engage your audience in a non-disruptive manner. As ad-blocker usage continues to rise, and consumers grow increasingly selective about the content they consume, native advertising can help B2B marketers break through the noise and deliver engaging, relevant content. It can amplify brand reach, bolster brand perception, and even drive conversions when done right. So, embrace this tool, understand its potential, and let it power your marketing success.
Marketing > B2B Marketing Process and Marketing Method Guide. Detailed Marketing Process Instructions. > B2B Marketing Process and Marketing Method Guide: Navigating the Waters of Native Advertising