In case you are unaware, native advertising is when you attempt to make your advertising look like a natural part of an already existing site. A vendor spotlight here on the FGmarket blog is a perfect example, (And that’s a free service for all our members, by the way. Talk to your sales rep!) but so is any article sponsored by you in your local paper or in your own blog that talks about you and/or your business but isn’t presented in traditional advertisement format.
So how do you do it right?
Make It Relevant
The first one seems like a no-brainer, but there are numerous examples of native advertising that has absolutely nothing to do with the company promoting it, especially on the web. But if the customer can’t make an immediate connection between the content and your brand or product, you’re wasting your advertising dollars.
As for the second point, if it doesn’t blend in with the site it’s technically not native. The whole idea is that the content is presented in such a way that it appears to be a natural extension of the site itself.
That being said, it is still important to label paid content as such. The idea is not to deceive the customer, merely make the experience more smooth and engaging than a traditional advert.
Native advertising has proven to be effective for all types of businesses. If you haven’t tried it, you should. And if you are already dipping your toes in the vast ocean of possibilities, make sure it’s being presented properly!