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Headlines
Maximising Your Online Visibility: Creative Advertising Strategies for 2025 | Passionate in Marketing, 17 may 2025
B2B brands up influencer marketing budgets | eMarketer, 16 may 2025
Why PR is becoming more essential for AI search visibility | Search Engine Land, 16 may 2025
What's New In Branding? 20 Trends And How To Leverage Them | Forbes, 15 may 2025
Appeals court confirms that tracking-based online advertising is illegal in Europe | Engadget, 14 may 2025
Niche or mass? A guide to festival marketing in 2025 | Vogue Business, 14 may 2025
Why Fast-Moving Issuers Win in a World of Customer Impatience | PYMNTS, 13 may 2025
7 Things Entrepreneurs Should Know About Sales and Marketing Today | Business.com, 13 may 2025
How data analytics can drive retail customer engagement | Retail Customer Experience, 09 may 2025
Sales software for small business: 10 of the best options on the market today | PandaDoc, 03 may 2025
July 2018
Mohammad Anas Wahaj | 29 jul 2018
According to the latest research by Stanford University business academics, Prof. Navdeep Sahni and Prof. Harikesh Nair, people are very good at distinguishing native advertisements from digital content, but the ads still exert significant influence on shopping behavior. Native advertisements blend with the digital content and closely match style and layout of the surrounding media. Regulators are often concerned regarding their deceptive sponsorship disclosure and the resulting misguided purchases by consumers. Prof. Sahni says, 'Native advertising is a relatively new form of advertising. Advertisers and publishers have embraced this because of the rise in mobile browsing behavior, and because banner ads are hard to implement on mobile screens, and are known to be not very effective.' Professors developed a field experiment in which they manipulated how native advertising for specific restaurants appeared on a restaurant search mobile app, creating two 'extreme' ad presentation conditions (no-disclure and prominent-disclosure) to compare to a more typical native ad. The study examined differences in how over 200000 users responded to the varied presentations and found that responses to typical native ads were similar to those in the full-disclosure condition. Prof. Sahni adds, 'We found that people who respond to the ad can spot this kind of advertising in its typical format...The effect of advertising seems to happen through direct exposure and can result in conversion even if people don't click on the ad itself.' The study suggests that because consumers who are more likely to be affected by ads can identify typical native ads easily, making the ads more prominent is unlikely to change people's behavior. For consumers, implications of the study are that even in a time of advanced analytics, ad exposure continues to have a deeply subtle, and thus harder-to-quantify, effect. Read on...
Insights by Stanford Business:
Disguised 'Native' Ads Don't Fool Us Anymore
Author:
Sachin Waikar
Mohammad Anas Wahaj | 26 jul 2018
Implementing an effective content marketing strategy with original content that stands out from competitors is a challenging task. Online content needs to be continuously updated, should be valuable to the audience and fulfil the required marketing goals. For this hiring a professional writer, full-time or freelance, is a good option. Professional writers can ensure that the content is more engaging, informative, credible, and persuasive. Following are ways in which he/she can contribute to the content marketing strategy - (1) Improve Search Engine Rankings: Professional writers understand search engine optimization (SEO) and create keyword rich copy. They have knowledge of the latest SEO trends and ensure that content meets the standards of search engine robots. (2) Save Money: Outsourcing content can be more cost effective. Companies using inbound marketing generally experience a 61% lower cost per lead than those using traditional methods (HubSpot). The average cost of hiring an in-house writer is US$ 7221 per month (Society for Human Resource Management). (3) Save Time: Creating quality content is time consuming. Outsourcing content as per requirement assists to focus in other essential areas of business. Moreover, multiple expert writers can be hired at the same time. (4) Meet Deadlines: Professional writers can work as needed and maintain schedule. (5) Boost Your Social Media Presence: Continuous stream of content can make businesses focus on their social media strategy, share content timely and create brand awareness. (6) Increase Conversions: The average web user leaves a web page after less than 20 seconds (Nielson Norman Group). Skillful writers can write persuasively to hold audience on website and increase conversions. (7) Communicate More Effectively: Professional writers can write in conversational tone and keep audience engaged. They communicate effectively about products and services keeping in mind the audience's perspective. (8) Deliver a Wide Range of Content Types: Different experts can be hired for providing different type of content. Read on...
Business 2 Community:
How Hiring a Professional Writer Improves Your Content Marketing
Author:
Chris Reid
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