Be In The Know Blog

Native Advertising and Content Marketing for Health Care Companies

Posted by Quiana Wright on November 2, 2015 at 9:57 AM

For many people, the world of health care can be complex, confusing and maybe even a little frightening. But in today's online age, new opportunities exist for health care providers not only to reach out to potential new patients, but also to help them feel more comfortable. You can do this by engaging directly with them via content marketing and native advertising. These tools can be game changers — helping to form the backbone of a marketing strategy that will grow your practice in a lasting way.

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Topics: Native Advertising, Content Marketing, Healthcare

Digital Marketing Trends That Will Define 2015

Posted by Joseph Naylor on January 20, 2015 at 10:17 AM

Every year is marked by huge innovations and emerging trends that change the digital marketing landscape. With 2014 in the rearview mirror, it's easy to look back and see that many of the changes that altered best practices were forecast in 2013 and even earlier.

Although new trends have dramatic implications for how marketers do business, savvy professionals don't need to feel blindsided. The top digital marketing trends for 2015 have already taken root, and there's no good reason to be skeptical about their bright futures.

By accepting the changes yet to come and planning to attack these trends head-on, marketing departments can get a nice head start on their competition. Here's what to look for this coming year.

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Topics: Digital Marketing Strategy, Video Advertising, Native Advertising

The Future of the Paid Post: 3 Predictions About Native Advertising

Posted by Selena Lawson on August 5, 2014 at 12:12 PM

The New York Times launched its paid post offering, their version of native ads, just over a year ago. As Contently reported, Times readers are spending roughly the same amount of time on advertiser-sponsored posts as they do on Times' news stories — and in some cases, even more. This spike in sponsored content engagement is a big win for marketers. So, what will the future hold for native ads? Here are three predictions on how paid posts will mature.

Paid Post Measurement Will Get Serious

One of the biggest complaints about paid posts was the lack of measurement. But this is changing. The conversation about results from native ads has shifted from revenue generation to engagement/brand awareness. Ad Age points out that the Online Publishers Association uses time spent reading paid posts as a "key barometer" to measure their effectiveness, along with web traffic, social media ranking and volume of comments. Digiday checked in with top publishers about their preferred measurement criteria, and surprisingly, click-through rates were not at the top of the list; instead, they were more concerned with whether readers of paid posts shared them across social media channels. As the medium matures, marketers and publishers will continue to refine the measurability of paid posts and find more ways to link revenue generation to engagement.

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Topics: Digital Marketing Strategy, Native Advertising

Is Native Advertising the Right Choice for Your Business?

Posted by Selena Lawson on June 25, 2014 at 11:25 AM

As a marketer, you've been hearing the pros and cons of native advertising for a few years now. There's no doubt native ads have a strong foothold in today's digital marketing strategy. The Interactive Advertising Bureau disclosed that 64 percent of marketers will execute budget spending on native advertising within the next 6 months in a report at Forbes. Additionally, AOL UK reported that a full third of its revenue in 2014 will come from this form of advertising.

Defining Native Ads

The first iteration of native ads began cropping up in 2011. Facebook was a trailblazer with its sponsored stories. These were ads crafted to look like any other status update or Facebook post according to Ad Age. There has been backlash against native advertising that is not clearly labeled as such, but with the right labeling, native advertising can be a strong tool for a business.

Today, native ad articles take many forms, but the basic intent is the same: The marketer gets the attention of a target online audience by providing content that's wrapped within the context of the user's experience.

Native ads are found on websites and on hit television shows, such as The Tonight Show with Jimmy Fallon, according to MediaDailyNews. They can be found among features in The New York Times, The Atlantic and Forbes. Even video games are jumping into the fray according to a sponsored post on VentureBeat.

Here are some questions that will help you determine if native advertising is a good use of your digital marketing budget.

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Topics: Digital Marketing Strategy, Native Advertising

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