The Marketing Corner: Native Solutions

February 5, 2017 Updated: February 5, 2017

The power of native solutions should be paired with seamless executions to boost performance of brand message.

A look at metric results has proven three times brand awareness and 250 percent higher ad engagement when deploying a native solution. The following industries have experienced higher results using native executions: technology/telecom, financial services, healthcare, retail, quick-service restaurants, travel, automotive and entertainment/media, according to eMarketer.

There are many different ways to execute native tactics. These tactics vary and can include using influencers, branded content, promoted tweets, sponsored content/posts and print advertorials, to name a few. Many larger brands allocate their native ads via programmatic solutions, directly to publishers and social media channels.

Ensure your message is adding value when it is integrated into the core consumer experience.

Native, like other channels, experience consumer ad blocking and must combat this problem too. Technology has given control to consumers to block what they aren’t interested in. The trick is to ensure your message is adding value when it is integrated into the core consumer experience. Analytics to target the right person at the right place ease some of the guess work. But the predominant solution is to really deliver on the behavior of your desired audience.

There are experts that can be used to bridge the gap between influencers and brands. One such company, called H (itsjusth.com), is taking a different approach. H sets itself apart by insistence on maintaining authenticity both in terms of what is posted and fit with brands that it posts for socially via Instagram and YouTube. Experts like H may not work with everyone. However, one can be confident that they will remain true to the audience and blend delivery of messages authentically to have your brand stand out.

One size does not fit all. While everyone seeks scale and expectant results, holistic channel management should be at the forefront. When seeking assistance, select experts that align best with your brand. Plus, optimize unified campaigns across multiple channels for best results. Use retargeting tactics that visually appeal to the audience so the experience tells a compelling story.

In the fight to gain share and revenue, native solutions is a viable weapon. Sometimes your best defense is keeping it simple and real.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (a self-help advertising guide), available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: adelelassere@gmail.com