Why brands are getting serious about targeted content
0Why brands are getting serious about targeted content.
In marketing circles it is well understood that the foreseeable future of customer engagement is content. The public is wary of advertising, particularly younger generations. In your face advertising has lost its appeal—evident in the declining effectiveness of banner ads and TV commercials. Today banner ads achieve only a .06 percent click through rate.
But content is less salesy. By presenting interesting information or entertainment, a brand can put its name behind something that customers enjoy. Better still, they can put themselves right in the middle of a good story.
In response to this trend among consumers, companies have doubled down on blogs, webinars, podcasts, and other forms of content. But they have also looked to place their content in front of consumers through advertising—native advertising.