For many years, it seemed like publishers couldn’t catch a break. The Great Recession coincided perfectly with the disruption caused by online media and accelerated the decline of print revenue. Any dream of replacing premium print ad revenue with online ad revenue has remained just that: a dream.I’m not by nature an optimist, but I think the tables are turning back into publishers’ favor and native advertising is one of the key components in our changing fortunes. And there are two trends that are pushing native advertising on an upward trajectory.Content Marketing Works So Marketers Will Invest More in It
First there is the rise of content marketing: Because content marketing continues to prove effective, marketers will increasingly use content to engage with their target customers and inspire them to action.Last fall I attended the Content Marketing Institute’s Content Marketing Master Class, and it’s clear from sitting in a room with about 100 marketers, that this is where they’re headed. The message was repeated: Stop measuring the impact of marketing by volume (clicks, leads, impressions, followers, likes, retweets, etc.), and start asking how many of the right people am I reaching?