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The Macroconomics of Native Advertising

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Native advertising’s place in the macroeconomic landscape of digital content is clear. The pressure for content to align with the buyer’s journey is being felt on the paid content distribution landscape. We’re still in the infancy of what native will eventually become. However, if these trends continue, it could turn out to be the primary content promotion and distribution tactic of marketers everywhere. It’s at this time when the buyer’s journey, content production and its paid channels of distribution will be in complete equilibrium and consumer’s ZMOT will be optimally satisfied by marketers.

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The Macroconomics of Native Advertising

  1. 1. The Macroeconomics of Native Advertising Chad Pollitt VP of Audience & Co-Founder Relevance
  2. 2. VP of Audience, Co-founder @chadpollitt CHAD POLLITT
  3. 3. Buyers’ Journey / Content Disequilibrium
  4. 4. This disequilibrium gave rise to present-day content marketing; forcing content to align with the buyers’ journey
  5. 5. Prior to Google’s ZMOT, both content production and paid distribution were in equilibrium
  6. 6. Content / Paid Distribution Equilibrium
  7. 7. With the alignment of content production to the present-day buyers’ journey, paid distribution use is in disequilibrium
  8. 8. Content / Paid Distribution Disequilibrium
  9. 9. There’s a growing gap between tactics and spend on paid distribution that does not reflect the reality of content mapped to the buyers’ journey
  10. 10. For many industries the content visibility gap has been filled with organic channels and inbound marketing
  11. 11. Inbound Visibility is on the Decline Now Earned & Owned Content Promotion Paid Content Distribution Content Mapped to Buyers’ Journey
  12. 12. Earned & Owned Content Promotion Paid Content Distribution Content Mapped to Buyers’ Journey Inbound Visibility is on the Decline Now
  13. 13. Earned & Owned Content Promotion Paid Content Distribution Content Mapped to Buyers’ Journey Inbound Visibility is on the Decline Now
  14. 14. Earned & Owned Content Promotion Paid Content Distribution Content Mapped to Buyers’ Journey Inbound Visibility is on the Decline Now
  15. 15. Organic channels are being bogged down by the shear volume of content being produced and published everyday
  16. 16. Content / Paid Distribution Equilibrium
  17. 17. For complete equilibrium between the buyers’ journey, content and distribution; tactics/budget need to be shifted up funnel to native advertising
  18. 18. Complete Equilibrium
  19. 19. This model helps top- funnel content marketers achieve the visibility they’re losing on organic channels
  20. 20. SPECIAL OFFER Getting the Most Out of Your Content Marketing bit.ly/content-promotion-manifesto

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