Native Advertising

467202025

By Phillippe Narvaez

Native advertising – or ads designed to mimic the look and feel of editorial content – has become an increasingly important practice for publishers trying to engage today’s savvy, ad-blocking web users. As native advertising continues to evolve, the Federal Trade Commission is concerned that consumers may not be able to differentiate advertising from other content. Late last month, this concern prompted the FTC to publish Native Advertising: A Guide for Businesses, a supplement to its Enforcement Policy Statement on Deceptively Formatted Advertisements. These guidelines provide clear recommendations and examples about what is and is not acceptable in terms of digital native advertising.

So how should your brand react to the new guidelines?

The general consensus among marketing and PR pros is that the new guidelines simply reinforce the same principles they have been following all along: as long as sponsored content is compelling, entertaining, and tells a valuable story to your audience, it will comply with FTC guidelines. However, you can avoid crossing over into deceptive territory by reviewing some key takeaways before creating or placing your next native ad.

The Key to Compliance is Transparency

As always, your goal as a marketer is to be as transparent as possible. While a native ad should never suggest to consumers that it is anything else, ads that are less obviously promotional should include a disclosure alerting consumers. These disclosures should:

  • Appear as close as possible to the native ads to which they relate.
  • Communicate in clear, unambiguous language (the FTC recommends terms such as “Advertisement,” “Paid Advertisement,” “Ad,” or “Sponsored Advertising Content” rather than “Promoted” or “Presented By,” which can be misleading).
  • Utilize conspicuous visual cues to distinguish sponsored content, such as easy-to-read fonts, colors and shading.
  • For shared or linked ads, the disclosures must travel with the ad content.
  • In multimedia ads, disclosures should be delivered to consumers before they see or hear the related message. Disclosures should be visible on all devices and platforms consumers may use when encountering the ad.

At I3M Communications we take complying with FTC regulations and protecting our clients seriously.

I3M Communications

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I3M Communications has years of valuable experience in many online disciplines, including Design and Development, eMarketing and Consulting.

 

 

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How do you build a brand?

Branding

By Phillippe Narvaez

Building a brand requires multiple steps that include conceptualizing a brand identity and choosing a brand name, creating a brand logo and building relationships with customers. Making a brand memorable requires tapping into customer wants and desires in a way that ignites customer loyalty.

Building a strong brand begins by conveying the mission and values of a company to customers through logo creation. A logo symbolizes the image of a company using unique design elements. Logos can represent a company or a specific product. Some companies create a brand slogan that conveys why consumers want what the company offers. Brand building goes beyond promotion of the company image. Connecting with consumers is essential to attracting loyal customers.

One way to foster this close connection between company and consumers is to engage in tribe building as it relates to business. For example, Apple computer has a tribe of “fan boys” and “fan girls” who are always eager to wait in long lines when the company launches a new product. This type of loyalty comes from a company catering to its target audience of loyal tribe members. Another method used in brand building is personalization. Companies can create products that appeal to the personal lifestyle interests of consumers. This close connection between brand and lifestyle has a powerful influence on consumer behavior.

I3M Communications

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I3M Communications has years of valuable experience in many online disciplines, including Design and Development, eMarketing and Consulting.

Five Reasons Why You Must Advertise

Advertising

By Phillippe Narvaez

Sending emails is free, creating a Facebook page is free, Twitter outreach is free, cold-calling is free, publicity is free, and referrals are free. However, advertising costs money.

So why is it that even with all of these wonderfully low-cost and free ways to promote your business , I still contend that you must make advertising one of your core generation tactics?

Advertising is in fact one of the marketing tactics that comes with an invoice. You must write a check to run ads or send direct mail, often before seeing any results. In my experience, people shy away from advertising, not because of the cost, because they don’t know how to get results or understand the long-term residual effects. Think about it, if you knew that for every $100 you spend you could produce $200, you would get out your checkbook and spend away, right?

When done effectively, advertising is a crucial part of business:

  1. Advertising is the only medium you can control: if you want your message to hit on the same day a product launches or an event is about to happen, this is the only factor you have complete control of.
  1. Advertising allows you to target ideal customers only: when you match a very personal message to a select audience you get far greater connection.
  1. Advertising creates awareness for your content: The force that drives a great deal of conversion and trust-building these days is educational content – ebooks, seminars and blog posts – advertising is a great way to help get that content found and consumed once you have made the best effort to produce it.
  1. Advertising adds credibility to your message: Every time I run advertising, people comment that business must be going well. The perception that you can afford advertising is often enough to sell and resell prospects and customers alike and makes it easier to get attention for your entire message.
  1. Advertising amplifies everything else you are doing: When you are using advertising to create awareness for your content, you automatically create more awareness for everything you are doing. Journalists find companies that advertise, referral sources remember companies that advertise, people support and follow and friend from ads, and employees can point to well-placed ads as a source of pride in the place they work.

Creating a connection with potential customers is key in today’s social media crazed world. The good thing is those connections usually translate to a more loyal customer base.

I3M Communications

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I3M Communications has years of valuable experience in many online disciplines, including Design and Development, eMarketing and Consulting.

Why is Advertising Important to Business?

Advertising invites your target audience to evaluate how your product or service measures up against your competitors

As far back as the ancient civilizations, advertising has served a critical purpose in the business world by enabling sellers to effectively compete with one another for the attention of buyers. Whether the goods and services your company provides are a necessity or a luxury, you can’t rely on a one-time announcement or word-of-mouth chatter to keep a steady stream of customers. A strong commitment to advertising is as much an external call to action as it is an internal reinforcement to your sales team.

Advertising invites your target audience to evaluate how your product or service measures up against your competitors, says Gerard Tellis, author of “Effective Advertising: Understanding When, How, and Why Advertising Works” Demonstrations of household cleaning products are a good example of this because they provide compelling visual evidence of which product does a faster and more effective job of tackling stubborn stains. Political ads are another example of how advertising serves up side-by-side comparisons of the candidates’ qualifications and voting records for readers and viewers to make informed choices at the polls.

An ongoing advertising campaign is essential in reminding your existing customers that you’re still around, say Kenneth Roman and Jane Maas, authors of “How to Advertise“. In a troubled economy where so many shops, restaurants and companies are going out of business, maintaining a strong presence through regular ads, fliers, postcards, events and a dynamic website is invaluable for long-term relationships. This also serves to attract new customers who may not have been in need of your products or services when you first opened but are now pleased to have their memories jogged.

I3M Communications