The rise in content marketing in advertising circles is staggering. From native ads to blog posts, articles, and videos, it’s re-framed how some businesses do marketing. The adoption of ad blockers and concern over where ads are placed has only accelerated the movement. It’s almost become a universal marketing tactic. 93% of business-to-business sellers use … Continue reading The case for content marketing
When my son was very young, he was watching television one day and noticed one of the characters was drinking a “cola.” That’s what it said on the can. He asked me if that was Coca Cola and we talked about how they often substituted generic products so they didn’t give free publicity to companies. … Continue reading When the majority of people tell me that doing something will negatively impact my brand, I take it seriously
While we hear a constant drum beat that trust in the news media continues to drop, it’s not the same for advertising. In fact, more people think ads are more honest than they were three years ago, according to a YouGuv survey in March. Trust but verify Still, 64% of US adults think there should … Continue reading Who you trust more: Advertising or News Media?
You know native advertising. It’s when instead of running an ad, publishers integrate advertising messages into content. It may be in the form of a news-looking article that features the company’s information or employees. In its best form – clearly labelled as advertising content – it may provide interesting and useful information. Used improperly, it’s … Continue reading Low renewal rates from ad buyers on Native Advertising: Does it work?
It seems we have basic trust issues with online information. Whether it’s the proliferation of fake news, bad or biased information online, or the ads we see, less than half of US internet users say they trust online ads. The exception to that would be search engine ads, which had a trust score of 61%, … Continue reading Which ads do people trust the most? Print & TV ads
This fake news thing is bigger than just election results. “Fake news” has become a label people freely put on facts they don’t agree with. People will call something “fake news” when in fact it’s true. They just disagree. But call something by a label enough and it often sticks. Source: this past election. But … Continue reading Can students tell the difference between fake news and real news?