Brands should be wary of the rush to embrace native advertising techniques, writes Lori Luechtefeld. Too many "native ads" are simply old-school advertorials dressed up in deliberately deceptive packaging, which risks poisoning the customer-brand relationship, Luechtefeld warns. "People go remarkably out of their way to avoid ads. If you try to slip one in the back door, that door will be slammed and locked forever," she writes.

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