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It’s really a matter of integrated working together to make it successful otherwise you will fail.For us, as an agency, we believe it’s good to have an integrated set of skills, of talents, of people even sitting together in the same room.But before you decide which is right for you and the campaign you are developing, you’ll need to completely understand what each consists of, how each works, and what kind of results you can expect from each marketing strategy.
These influencers may be celebrities, social media personalities, or other companies that already have a following comprised of the people you want to visit your website and purchase your products or services.
Because you are paying for the advertising space or the shout out to your company or product, you almost always will have control about what is said, or at least get to approve the message before it is sent out.
You need a match between the content and the KPIs because content marketing and native advertising aren’t just telling nice stories to nice people.
We often find the stories within the organisation and what we feel is that brands and marketers are getting better and better at seeing and finding stories that are hidden in their organisation.
For example, we’re doing a large project for Deutsche Telekom ‘Electronic Beats’ where you have the editors, the designers, but also the performance marketers who do the media planning and booking sitting at one desk.
If they see that one piece of content takes off organically — many views on Facebook for example — they put some more media money behind it to accelerate it further.
An example of owned media would be sharing content (even sales copy) on your Facebook page, without paying to promote the ad any further than to the followers you already have.
Owned media is best for targeting return or loyal customers, or displaying a new product, a promotion, or new information to customers you have already done business with.
It’s about talking to the right people who have an eye for identifying stories in the organisation and what we quite often do is sending in our editors.
The editor will be sitting together with the comms people and try to hunt down the right stories.” Content marketing and native advertising will converge “One big trend is going to be that there won’t be a distinction between content marketing and native advertising in the sense we had it before.