Where is online marketing going? What are the strategies that are becoming more established among brands? The truth is that despite being faced with a malleable and changing discipline, the behavior of companies and advertisers allows us to draw a map of the future with regard to the advertising sector, which will be marked by strategies based on the marketing of content as well as native advertising. That is, at least, what emerges from the latest investigation carried out by the PulsePoint company. It has measured the evolution of online marketing and how brands and advertisers are adopting content marketing and native advertising as part of their strategies.

In this sense, the data are clearly in favor of these two trends. In fact, the most significant result of the research is relative to the greater volume of investment that companies say they are willing to carry out in online  Latvia phone number list  marketing in the next two years, which stands at around 59%. A figure that is also relevant with regard to brands that claim that they will choose to increase their investment volume relative to native advertising, which is estimated at 46% of those surveyed by this company.

However, the trend towards these two strategies is not limited only to the future intentions of the brands but to their present perception. Thus, most of the surveyed companies say that today for them their efforts related to content marketing are very important within their online strategy. Along the same lines, more than half of those surveyed indicated that for them the commercialization of the content they publish as well as native advertising are “very significant”, which is why they will continue to bet in the future. With what purpose? Perhaps more than one person is asking this question at this point, to which the present investigation also answers.

In fact, according to PulsePoint, 67% of companies say they use both types of strategies to improve customer engagement with their brands. A figure that is even higher, 70% of the total interviewees, in the case of companies that trust the potential of native advertising and its effects in terms of pouring out the investment made in this type of ads.

In this line, according to those responsible for the investigation, it should be taken into account, in addition to the interest of brands in these strategies, the functions that both fulfill for users, since from their point of view, companies do not They are only going to bet on content marketing and native advertising but there is also going to be a turn in terms of the objectives they pursue through these strategies.

Thus, for the study carried out by PulsePoint, from now on advertisers are going to change their analysis metrics, opting first to achieve levels of commitment by users as well as a higher degree of social interaction, in pursuit of objectives. more traditional, such as using CTR as a measure of the success of a company’s online marketing strategy. In fact, as can be seen from the last important piece of information in this document, for the majority of respondents, as well as for advertising agencies, native advertising and content marketing will be vital to attract brands towards automation. A key that will determine your strategies in the even more distant future.

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