What is it?
Native advertising is basically advertising that follows the format, style, and voice of the venue in which it appears. On Facebook, perhaps it is a sponsored story rather than a display ad. In a print publication, it is an ad in article format. On Twitter, native advertising could be a promoted tweet.
What are the benefits?
People are sick of intrusive advertising. They get tired of being interrupted, disrupted, delayed, and sold. But businesses still need to reach these people. Advertising that looks and feels less like advertising in many cases does the trick.
What are the downsides?
At the risk of repeating ourselves: People are sick of intrusive advertising. When native advertising isn’t done well, it’s just one more intrusion.
Any words of advice?
Native advertising needs to be good… really good. Think “Super Bowl ad quality” brand videos, articles that answer burning questions, sponsored posts that genuinely interest the viewer. Otherwise, native advertising can be a fly in the soup of non-sponsored content.
Where can I read more about native advertising?
Start here:
Inc’s summary
Insiders' opinions on its value
Contact us for an initial exploration of how and whether native advertising can work for your firm.
Friday, December 28, 2012
Monday, December 17, 2012
This holiday, let's change our world.
There are few people in the United States whose past several days have been purely festive, contented or even merely productive. The tragedy of Sandy Hook Elementary School has shaken the nation, and in nearly every home, office, school, mall, and playground, this holiday season has been marked by a terrible sadness.
Perhaps the one thing we as a people can take from Newtown, Connecticut is that something needs to change. In fact, a number of things need to change. Because while this tragedy shook the nation, it is not the first of its kind, and it was the result of many cultural factors that we see all around us every day. American gun culture, violent and cruel video games, still-prevalent bullying in schools, mediocre access to mental health care and the tone and content of media coverage for events such as this are among the topics we need to study as we work to change - IF we work to change. The answers won't be easy, but surely we can do better than we are doing now.
This isn't just an issue for politicians. Business plays a part in deciding what products we develop and market to adults and kids. The public plays a part in not losing interest or focus on this issue two weeks or two months from now. Students play a part in not bullying and tormenting other kids, parents in reconsidering what kinds of video games their kids play - and what they learn about guns and violence. And, yes, our political leaders need to demonstrate sustained courage and wisdom.
May we all do our part. That would be the best way to make this marred 2012 holiday season worthwhile, and to honor all the people impacted by the tragedy at Newtown. Wishing you peace and love during the holidays and beyond.
Perhaps the one thing we as a people can take from Newtown, Connecticut is that something needs to change. In fact, a number of things need to change. Because while this tragedy shook the nation, it is not the first of its kind, and it was the result of many cultural factors that we see all around us every day. American gun culture, violent and cruel video games, still-prevalent bullying in schools, mediocre access to mental health care and the tone and content of media coverage for events such as this are among the topics we need to study as we work to change - IF we work to change. The answers won't be easy, but surely we can do better than we are doing now.
This isn't just an issue for politicians. Business plays a part in deciding what products we develop and market to adults and kids. The public plays a part in not losing interest or focus on this issue two weeks or two months from now. Students play a part in not bullying and tormenting other kids, parents in reconsidering what kinds of video games their kids play - and what they learn about guns and violence. And, yes, our political leaders need to demonstrate sustained courage and wisdom.
May we all do our part. That would be the best way to make this marred 2012 holiday season worthwhile, and to honor all the people impacted by the tragedy at Newtown. Wishing you peace and love during the holidays and beyond.
Tuesday, December 4, 2012
Inspiration in the workplace
Inc. today featured an inspiring article, Why Everyone at My Company Has One Job Title, which included this email excerpt from a now-deceased co-founder of The Nerdery:
"Our job titles are designed to empower us, not to limit us!" Bucklin wrote. "Put your business card on the desk in front of you...This card does not define you. You are a Co-President. You are bigger than your defined role, and you are much more than your job title. Play your part—transcend your job title, be a hero."
Inspiring employees goes one big step beyond motivating them. And inspiration is of course hard to create, especially in an era when "jobs for a lifetime" seems to many people an antiquated prospect, and when even the assurance of job security is shaky at many firms.
Inspiring employees also demands a lot more than rudimentary job security and longevity. It demands some mix of the following:
-Feeling that the job matters
-Knowing that the company cares about you
-Having challenging, meaningful or exciting work to do
-Wanting to do great work
-Looking forward to what is ahead
-Enjoying the ride - not counting the hours until the next weekend or holiday
For some people, inspiration comes easily. For others, it may never come. From our own experience at vSA, a certain "pride of authorship" comes into play. We genuinely love doing things well. To each vSA associate who... created a great website, built a powerful marketing program for a client, got our internal tracking processes in line, wrote a highly original article, solved an onerous technical problem, brought in a good client, or helped a good client make the world a little better... you have inspired me. I hope in some measure you, too, have been inspired.
"Our job titles are designed to empower us, not to limit us!" Bucklin wrote. "Put your business card on the desk in front of you...This card does not define you. You are a Co-President. You are bigger than your defined role, and you are much more than your job title. Play your part—transcend your job title, be a hero."
Inspiring employees goes one big step beyond motivating them. And inspiration is of course hard to create, especially in an era when "jobs for a lifetime" seems to many people an antiquated prospect, and when even the assurance of job security is shaky at many firms.
Inspiring employees also demands a lot more than rudimentary job security and longevity. It demands some mix of the following:
-Feeling that the job matters
-Knowing that the company cares about you
-Having challenging, meaningful or exciting work to do
-Wanting to do great work
-Looking forward to what is ahead
-Enjoying the ride - not counting the hours until the next weekend or holiday
For some people, inspiration comes easily. For others, it may never come. From our own experience at vSA, a certain "pride of authorship" comes into play. We genuinely love doing things well. To each vSA associate who... created a great website, built a powerful marketing program for a client, got our internal tracking processes in line, wrote a highly original article, solved an onerous technical problem, brought in a good client, or helped a good client make the world a little better... you have inspired me. I hope in some measure you, too, have been inspired.
Subscribe to:
Posts (Atom)