Quality and performance: digital content marketing is more effective than ever when it forms the basis for targeted campaigns on the biggest information portals and online magazines.
The power of Native Advertising lies in the fact that it is not invasive at all: with a captivating combination of titles texts and images, the ad blends in with the editorial content on the website, while at the same time grabbing the user’s attention.
A very high level of quality is achieved through this marketing channel because the ad is only seen by people who are actually interested in the product/service. Digital Native Advertising has proved to be one of the best ways to achieve optimal performance and increase brand awareness.
The user’s maximum attention and the way the ad is used make Native Advertising very effective for achieving high quality, both in terms of traffic and interested contacts.
That is why Digital Native Advertising is good for high-performance lead generation: working on the text in an editorial style overcomes the user’s resistance and removes their doubts, motivating them to achieve the desired conversion with the help of a catchy call to action.
The best examples of Native Advertising solutions take into account these important advantages, developing a dedicated funnel able to engage the interest of the user and to lead the customer to the final conversion.
The user’s journey through this channel can be summed up in four words:
The first rule online is the same for everyone: “You need to attract the user’s attention in the first few seconds”. When you are used to browsing quickly simply by scrolling, using sizeable content as in Native Digital Advertising might seem ineffective and counterintuitive.
But this is not actually the case because it is the user’s approach to the digital channel in question that is different. Their level of attention is increased because a user browsing information websites is open to reading and finding out more details. In this case, the user does not receive an ad but intentionally chooses to click on one, landing on a consistent landing page aimed at conversion, which leverages emotional techniques and the user experience. Once they have clicked on the ad, the users expect to read good content, as they would on a journalistic or detailed post. This is why the quality of the clicks and leads increases significantly with Digital Native Advertising.
This online channel capitalises on this interest to present the brand in the best possible light. Native Advertising is therefore suitable for promoting your brand image and simultaneously collecting data from potential interested users, gaining their loyalty the first time they read your online content.
Native Advertising is effective for reaching a variety of objectives. Whether it is lead generation, brand awareness or simply reading, the cutting-edge tools used to monitor digital campaigns indicate that the read rate of a native page is very high because the user shows real interest from the first click. In fact, neuromarketing studies show that users do not really consider native advertising real advertising. This is because it blends with the native context of the website hosting it.
Digital Native Advertising is also ideal for bringing interested traffic to a specific web page, whether a landing page or a site, but it always delivers excellent results even when linking to brochures for showcasing products or services.
In the latter case, the user’s attention when browsing products in a catalogue will be much higher than when browsing a normal printed brochure or the one distributed through another channel. Plus, it is less invasive than any type of display advertising and easier to connect to various links, to structure traffic and the buying process better.
