Marketers revel at the thought of having successful campaigns that convert consumers to customers.
Being able to have that gleeful euphoria embarks marketers on a long journey that may take many turns and involves considering a plethora of media channels to connect to consumers. But this connection requires more deliberation given the need to be relevant and authentic. By 2018, advertisers will have spent a projected $21 billion on native advertising.
The consumer will favor staying with the content they originally came to view.
