Native Advertising + B2Bs: Do We Need To Embrace It?

October 6, 2014

Native advertising is quite a hard term to define, but the general consensus is that it is a “form of paid media that seamlessly integrates with the form and function of a site to contribute value to the user experience”. While B2C brands are sometimes their number one fans, B2Bs tend to lag behind.

However, an article on MarketingProfs.com claims that B2B marketers are starting to realise how to use native advertising to their advantage, and cannot rely purely on traditional ads anymore. Do you agree?

MarketingProfs certainly has the stats to back up the argument; over half (52%) of those who click on native ads have purchase intent, compared to 34% for banner ads, and 70% of people surveyed have stated they want to learn about products and services through content rather than traditional advertising.

There are two things B2B marketers need to know about native advertising, says the article, in order to go about it the right way. The first is placement. Just like the old saying between estate agents, it’s all about location, location, location.  Look to place your native advertising where your audience lives, using it as an online vehicle to grab and engage your customers and build brand awareness efficiently.

Secondly, be relevant. As long as the publisher’s main editorial goals are in line with your service or product, then integrating relevant and useful content to enhance the customer experience seems like the logical thing to do.

But what do you think? Is native advertising all it’s cracked up to be, or is it something best left to B2Cs?