Is Native Advertising Really Effective?

Native advertising is major trend within the marketing world at the moment but many people don’t actually know what it is. Although this new technique may not be very well known, it’s becoming much more prevalent and it’s likely most people have already seen a native advertisement when surfing the internet.

So what actually is native advertisement? It’s the name given to paid adverts which are created to mimic the content of the platform they are on. For example, a promoted video on Youtube, a paid ad in Google’s search results or a sponsored article on a news website. The whole concept behind native ads is that they “blend in” and are therefore more likely to be engaged with. To put them in to context with other marketing techniques, they’re a middle ground between banner ads and traditional content marketing.

Sponsored advertising can be found on a wide range of websites and platforms but it tends to be concentrated on social networking sites (Facebook, Twitter, Instagram etc.) and major publishing platforms. Basically any online locations which attract a high level of content consumption.

There are specific benefits to native advertising which is why it has become so popular in recent years. As we’ve already mentioned, one of the main advantages to these types of ads is that they don’t look anything like standard advertisements. This is important as many people have become so accustomed to traditional banner ads that they don’t even see them anymore- it’s called “ad blindness”. Native advertisements look and act like content and even when consumers know that they are sponsored, they’re still more likely to engage with them.

There is empirical data to back up the idea that native advertising is more successful than traditional marketing. For example, the MMA report found that users were 40% more likely to interact with native ads with factors such as attention (3x more) and recall (2x more) also higher when compared with display adverts. Further research seems to corroborate these findings with a study from Sharethrough finding that consumers looked at native advertisements 53% more frequently than display ads.

As well as the initial engagement, native advertising also offers benefits in the way in which consumers interact with it. The use of sponsored content is much more likely to leave a lasting impact, with the brand being able to build a meaningful relationship with the user. With so much wariness around business in general in recent years, the ability to reach out to the consumer and create a connection is worth its weight in gold.

Another positive aspect of this technique is that consumers are much more likely to share these ads via social media, which is basically free advertising. This also opens the door for the possibility of “going viral” – when your ad is shared exponentially and reaches a massive audience. The likelihood of sponsored content being shared is dependent on many factors such as the platform it’s on, the title and the images used but the potential is definitely there.

Although it’s quite clear that there are many advantages to utilising native advertising, there are also some drawbacks. One of the obvious disadvantages is that native ads require content production and are therefore more resource heavy when compared with display ads.

Arguably the biggest problem with native advertising is the potential for backlash. More specially, consumers who feel like they have been “tricked” into engaging with a piece of content, only to find that it’s an advertisement. Sponsored content is always labelled as such but since the idea is to blend in with the platform, it’s not surprising that many users assume they are just looking at normal content. This has been reflected in research by CivicScience that found that 61% of respondents thought that sponsored content harmed the credibility of the publication in question and 54% don’t trust sponsored content. Considering one of the benefits of the native technique is being able to build a better relationship with consumers, these figures are worrying.

There is a possibility that native advertising is still too new for us to gauge the lasting impact it will have on the marketing world. There may be a novelty effect happening now and consumers will become just as exhausted with native ads as they have become with display ads. However, it is also possible the sponsored content marketing is the next big step in advertising and an invaluable tool for companies to interact with potential customers.

 

Advantages of Programmatic Advertising

As technology advances, there has been a trend towards human-free automation and this is affecting many different industries. Surprisingly even the marketing industry is feeling the impact of automation with the rise of programmatic advertising. In fact, according to Zenith there has been a rapid growth in recent years with programmatic ad spend skyrocketing from $4bn in 2012- to a whopping £39bn in 2016, with no slowing down in sight.

What is Programmatic Advertising?

Although there tends be a lot of “jargon” around the idea of programmatic advertising, it’s actually a fairly simple concept. Whereas traditional advertising involves people bidding and negotiating for ad space, programmatic advertising is completely automatic and carried out by computers and software- cutting out the middle man.

The software can target specific groups with relevant ads by utilising complex algorithms. The overall buying and selling of digital advertising is completed on a demand-side platform (DSP) which allows users to access multiple data exchange and ad exchange accounts on a single platform.

What are the Advantages?

Easy

Although it may seem quite complex at first, the overall process of programmatic advertising is relatively simple- thanks in a large part to the use of a DSP. The platform allows you view stats such as key importance indicators, cost per click and cost per action and therefore ad optimisation is much easier and less time consuming.

Efficient

One of the main advantages that programmatic advertising has over traditional methods is efficiency. This is a factor with all types of automation, when you replace people with machines or technology then you are nearly always going to improve efficiency. This is because machines can work much faster, they don’t tire and you are removing human error.

Talking more specifically about marketing, the use of the DSP really helps to streamline the entire process of ad buying. It completely cuts out the middle men and any negotiating which would ordinarily take place. Also, when working with a single platform, it allows you to have access to the complete ad inventory which again makes the process much faster, easier and efficient.

Tailored

As DSPs have access to a huge wealth of data, the targeting of ads becomes hyper-personalised. This goes further than just the type of ads which are shown but also factors in things like colour, image, price and call to action.

Thanks to the advanced algorithms that are used within programmatic advertising, the personalisation of ads is becoming real-time. This means factors such as specific geographical location, weather and even the time of the week can be used as way of tailoring ads. For example, advertising cold drinks when the weather is hot.

Transparent

The ability to track which website your ads land on can be incredibly important, especially when company reputation is more important than ever before. Fortunately, programmatic advertising offers greater transparency when compared with traditional methods. Buyers have a real-time view of the types of sites in which their ads are placed, as well as other factors such as costing and the types of people that are engaging with the ads.

Transparency means that buyers have instant access to all the relevant data concerning their campaigns, which not only safeguards against scandal but also ensures a faster, more efficient and more successful campaign.

Cheap

Programmatic advertising removes the human element and streamlines the entire process, therefore bringing costs down. For example, the ability to purchase media across a wide range of publishers means a reduction in administration costs. Furthermore, buyers don’t have to pre-negotiate a price, they can simply set a budget and pay only for relevant impressions.

Some companies are going one step further to reduce costs by setting up an in-house solution.

It seems as if programmatic advertising is not only here to stay but could also be a sign of things to come. With this form of advertising makes headway in to the mobile world and talk of a programmatic TV boom, it’s the right time for companies to educate themselves on this new trend.

How Will GDPR Apply to B2B Marketers?

 

There’s a lot of confusion and apprehension about the upcoming General Data Protection Regulation (GDPR). Many business owners are worried about what changes need to be made prior to the regulation being enacted and how these changes will affect B2B marketing.

The GDPR is an EU wide regulation that comes in to force in the UK on the 25th May 2018 and is replacing the UK Data Protection Act 1998 (DPA). Although many companies may assume that this new legislation will be hampered by Brexit, the UK government has stated that the introduction of the GDPR won’t be affected by the UK leaving the EU. How Brexit will affect this regulation in the long-term is unknown but for now it’s business as usual.

The overall idea behind the new regulation is to bring all organisations within the EU under the same set of rules- streamlining the process. There is also a notable effort to strengthen data protection laws for the consumer, including both how their data is collected and processed. This is in response to a changing world, with online data protection being more important now than ever before.

GDPR

Although many of the principles of the original DPA are being brought forward to the GDPR, there are some notable changes.

One example is jurisdiction as the new regulation pertains to the data processing of every resident within the EU. It has been made very clear that this law still applies if the data is processed outside of the EU or even if the organisation collecting the data is based outside of the EU.

Consent is another big change within the GDPR. Previous legislation was slightly vague on the issue of consent which meant companies could bend the rules slightly by hiding the fine print or using jargon and legalise. Now they are obliged to showcase their request for consent in a completely accessible and transparent manner. This same commitment to clarity and accessibility should also be shown for consent withdrawal.

There are a number of data subject rights which have been clearly set out. These include subjects being able to find out if their data is being processed, why it is being processed and where it is being processed. If there is a data breach, subjects should be notified of it within 72 hours of the company being made aware of the breach. Subjects should be given full access to their data if requested. Furthermore, a subject can ask for their data to be erased from the system and this is a requirement of the data holder.

What about B2B?

Many B2B organisations aren’t too worried about the new regulation because it doesn’t specify between B2B and B2C. However, there is another piece of legislation called the Privacy and Electronics Communications Regulation (PECR) which does talk about B2B companies specifically. This legislation is also being overhauled and the new version is bringing in changes that will affect B2B marketing.

One such change is that social messaging, web based email, IOT and VOIP are now going to be treated in the same way as  emails, calls and SMS. Another development is that users must be provided with a clear opt in/out option for browser cookies. The rules regarding emails have had a slight change, companies will still be allowed to send marketing messages to existing customers (soft opt-in), however the content of the email can only be about the sale.

It should also be noted that the rules governing these types of interactions may change if a company is interacting with a sole trader, as they would then be considered an individual and the GDPR would kick in.

What about the Penalties?

Supervisory Authorities can and will consider penalties if they think companies are noncompliant with the GDPR. The SAs have many supervisory and corrective powers that they will use if they find evidence of a business not adhering to the new legislation. These include data protection audits, access to premises, access to data, warnings and temporary or permanent bans on processing.

There are serious consequences to noncompliance with the new regulation. These come in the form of fines, ranging from £10 million to £20 million or 2% to 4% of annual global turnover respectively – whatever is higher.

It’s clear that there is still a lot of confusion surrounding the new GDPR and how it applies to B2B marketing and data usage. It’s recommended that business owners complete thorough research and implement any relevant changes prior to the new regulation coming in to force, otherwise they could face a hefty fine.

You can find detailed information on GDPR from ICO (https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/) and DMA (https://dma.org.uk/).

Are Trade Shows and Exhibitions still worthwhile?

 

Trade shows and exhibitions were once key calendar events, providing business owners with valuable opportunities to interact directly with new and existing clientele. There seems, however, to be a growing belief that the rise of digital technology is responsible for a decline in the exhibition industry, with business owners favouring digital platforms over exhibitions.

According to the Centre for Exhibition Industry Research (which holds the world’s largest collection of primary, exhibition-related research studies), this assumption couldn’t be far from the truth, however. Their research has revealed that the exhibition industry is set to grow by an estimated 2.7 percent during 2017 and 3 per cent in 2018. With these figures in mind it’s safe to suggest that trade shows and exhibitions are most definitely still worth attending, but how exactly are these events holding their own against the invasion of digital technology?

Well, as they always have done, trade events and exhibitions provide business owners with the opportunity to boost visibility and gain extra credibility within the industry. For small or large businesses alike, these events provide powerful platforms for business owners and staff to reach out to interested parties and help them to create a more established and reliable brand.

The people who attend trade shows tend to be particularly motivated and enthusiastic. They are there because they want to be there. They want to discover new products and services, and want to network directly with partners and prospects. Sure, in today’s digital world we can interact with them on Twitter, Facebook, LinkedIn and other social media platforms, but there’s just something satisfying about a good old-fashioned handshake when making a new connection.

Trade shows also enable businesses to get the lowdown on what their competitors are up to. Posing as a customer to find out prices and information is a great way to see how competitive your business deals and offers are. You can also observe booths that are attracting lots of interest and try to identify and learn from the way they have set their booths up and the tactics they are using.

Exhibitions and trade shows aren’t cheap and it’s the cost that puts a lot of businesses off attending, but with many suppliers/ customers under one roof at an event, you can often achieve in a day what would usually take a week if you were driving round the country, so it’s important to weigh everything up when deciding if trade shows and exhibitions are worthwhile for you.

The most successful exhibitors are those that recognise the value of exhibiting and attend with a clear list of goals in mind. With exhibitions, you really do get out what you put in, so whether you want to show-case new products, network, confirm sales or complete another type of business activity, the preparation is vital.

When you’re onsite, use your sales acumen to qualify and disqualify the attendees as they come through in order to get the most value from the day. Strategic placing of your booth near to ‘blue chip’ companies can also enhance your brand, develop trust with clients and boost your reputation so be sure to ask the organiser beforehand for a list of confirmed exhibitors (many events’ organisers display this information online). You can then check out the competition and your floor neighbours before the event.

Final thought

Has digital technology won the battle over trade shows and exhibitions? It doesn’t appear so. Trade shows and exhibitions continue to have an important role to play in marketing and lead generation. These real-life events enable people to put a face to a brand and providing you do your research well and choose the right event for your company they can transform your business into a highly effective enterprise.