The online universe has been configured as a space of value for brands and companies to achieve their objectives and see their benefits increased in terms of purchase and sale by customers and their loyalty. However, not all of them manage to achieve it at the same speed and intensity. That is why brands and companies consider that their main challenges in the online environment are currently in the commercialization of the content they publish and in the monetization of the native advertising in which they invest.

It is the main conclusion reached by a recent report published by the companies PulsePoint and DigiDay, although the document establishes that although both indicators are important for advertisers, the marketing of content plays an even more notable role than native advertising in your online marketing strategies. To do this, both companies have surveyed more than 500 brands, agencies and publishers in the United States and the United Kingdom. In this sense, both types of marketing strategies meet, for the interviewees, different objectives. And it is that according to the research, while for advertisers content marketing seeks to generate greater engagement with consumers, through increasing the time of these on their pages, native ads play another role, more aimed at achieving impressions and improvement of web traffic received by brands in the digital environment.

In parallel, this research has also carried out an analysis of what are the main obstacles that brands find when it comes to achieving their online goals. Among them, the lack of budget and resources stands out, an  Lebanon phone number list   argument cited by 55% of those interviewed. A limit that, however, companies have decided to face. And it is that according to the investigation, 59% of those surveyed expect to change their budget in the next two years. Specifically, the interest of the interviewees is to increase their budget when it comes to content marketing. An opinion shared by 46% of those surveyed, for whom native advertising is important and who plan to increase their spending on this marketing strategy. This attitude is, for those responsible for research, the way forward to reduce the uncertainty to which companies are exposed in the digital environment.

Back to ROI A short distance from this limitation, in part common to another type of conventional marketing strategy, is the measurement of the return on investment that companies that develop native advertising and content marketing obtain, with 50% of the responses . A problem that was also present in a study recently published by eConsultancy, in which it was pointed out that the return on investment was the indicator that offered the least results to online investors, as well as in the report of the Marketing Institute, where it was shown that only a quarter of the companies claimed to be satisfied with the ROI registered by their content marketing actions and native advertising on the web.

Similarly, research by PulsePoint points to other barriers to the effectiveness of content marketing and native advertising today. Among them, in third place, the influence of these strategies on customers stands out, an argument cited by 26% of those interviewed, as well as the lack of demand, a problem for 21% of those surveyed. This last indicator is the main problem for the publishers consulted, being cited by 37% of them, who have questioned the power of native ad marketing and content marketing. A lack that jeopardizes the viability of both types of strategies for brands, which according to those responsible for the study have to think about the development of content and personalized native advertising, which reaches their target audience and effectively impacts them.

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