Forrester analysts are encouraged to “make the call” and here’s a call that is sure to invite some heated disagreement (native advertising has a way of doing that).
Advanced/ Digest...
How does a marketer get this right?
Weigh and answer four questions with a yes, no or partially/somewhat:
1. Could the native advertisement appear on the site unlabeled as advertising without causing a backlash? It should be labeled, but if it was unlabeled would it stand out?
2. Is it shareworthy? Is it reasonable to expect that an unmotivated reader would want to share the native advertisement, on Twitter or Facebook, for example?
3. Does it appeal to a clearly defined sub-set of an audience? Native advertising works best against a niche.
4. Would a reader or viewer of a native advertisement be more likely to prefer your brand? In the chase to produce loveable content, some brands risk skipping the “value to brand” objective altogether.
Four questions; answer yes (1), no (-1) or partially/somewhat (0). A final sum of zero or less is unacceptable. A sum of 1 or 2 needs improvement. A 3 or 4 means you’ve got the basics down.
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