Native advertising is not simply advertorial by another name, writes Steve Hall. If it's done correctly, it should include relevant, valuable, useful information, and ought to be coupled with inbound marketing to be properly activated as part of an overarching strategy that includes pay-per-click, promoted posts and tweets, optimized landing pages, and marketing automation. "[Y]ou'll be far more effective ... when you offer valuable, usable, actionable information on why a person should consider your products/services rather than just screaming at them that they should just trust you and buy because you told them to," Hall writes.
Why native advertising and inbound marketing go hand-in-hand
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Warner Bros. Entertainment Inc.
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Interactive Advertising Bureau
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|Director of Marketing - Denver||
UNIVERSITY OF VIRGINIA