A new wave of digital marketing strategy has emerged on the horizon and it is proving its efficiency — native content marketing production. Consumers are humans and not targets; they need to rationalize the information source to validate the content. Therefore, content produced by local experts of the targeted area may help content to be validated and contextualized in multiple levels of association. Native advertising might be on the verge of a strategy adaptation.
Native advertising by definition is “High-quality content that fits seamlessly into the natural experience of any platform. It’s native to the environment that it appears on, not forced or disruptive.”
According to the definition aforementioned, two mistakes have been made by some marketers:
- Content distribution partners fail to elucidate readers of the content nature in display, weather advertorial or editorial, causing content distrust;
- Content is meant to be native not only to the environment (platform), but also to the targeted cultural context. One cannot call it “native” content if it is produced outside the target’s geographic location.
The idea is to induce people to “switch off” advertising defenses to absorb an advertiser’s content seamlessly. However, perception changes and advances with environmental exposure, allowing consumers to distinguish quicker between editorial content and advertorial marketing.
A growing gap of distrust has been generated by brands that don’t know how to apply native advertising strategy to content marketing. Consumers want to break the barrier that separates writers and readers and advertisings and products. Maybe because they want to escape the physical disconnection feeling, generated by the ever-growing digital connected life or because we are social beings by nature and nurture.
Human beings need to identify the source, relate and compare to justify demand, desire and content reproduction in social environments. Some companies such as MasterCard and Walmart have been investing in native content production. MasterCard has created local content production hubs as part of its global strategy. It seems logical to me that a content strategized and written by a native from the targeted location will offer more cultural contextualization and consequent impact. The same strategy has been applied to the B2B sales level. Companies request their employees to produce articles in their own areas of expertise, giving clients reasons to believe they are hiring experts they can verify and relate to.
Efficient marketing solutions are becoming more target-focused by cultural behavior per geographic locations (niches). Disregarding cultural demand solution will only provide temporary results, therefore a loss of resources. Most of the time, it will only create distrust between the brand and the consumer in the medium and long run. The human’s rapid adaptability is the main element that enabled the human species to survive so far. Marketers should keep that in mind, by keeping communication truthful, simple, efficient and targeted by cultural behavior per geographic location.
Dhouglas Carvalho specializes in digital marketing. Follow @dhouglasc