I’ve recently graduated from University and I remember while I was there the people studying Marketing talked a lot about Native Marketing. The people in Marketing jobs talked a lot about Content Marketing and Social Media Marketing. Now it’s Inbound Marketing that is the hot new methodology.
All of these forms of Digital Marketing overlap in various places. I know these overlaps were something to get my head round as I was initiated into the world of Digital Marketing. Hopefully this article can help anyone who finds themselves in a similar situation.
Native Marketing or Native Advertising is a form of advertising where the Ad matches the other content on the page. Think promoted posts on Facebook or Paid Search Ads in search engine results. The advantage of Native Advertising is that it can bypass a consumers natural filter of Ads by blending into organic content. The average click through rate on Display Ads is a pretty pitiful 0.1% and when given the option over 90% of video ads are skipped completely.Because of ethical considerations Native Ads must be marked as such, most often with a small piece of text marking the Ad as ‘Promoted’ or an ‘Advertisement.’
Content Marketing is the focus on creating, curating and sharing relevant and valuable content. The intent is to educate and inform the customer. The content used in Content Marketing should add real value for a consumer. Content Marketers display the ability to a consistent standard of content that the customer actively wants to engage in. It encompasses all forms of content, from Blogs, Videos, Tutorials and Jokes. Content Marketing is a part of almost every Marketing Strategy in the modern marketplace. It takes place across a variety of platforms, Social Media, your own Website and Third Party websites.
Social Media Marketing
This is the process of promoting your brand using Social Media. Popular amongst businesses big and small it’s an avenue that is easily exploited to begin with. However just like the more traditional marketing methods it’s easy to practice but difficult to master. Social Media Marketing focusses heavily on customer engagement, meaning that consumers should not only consume but contribute. The unique part of this method is that engaged consumers become a second arm of the marketing team. When they interact they promote the content to their friends/connections/followers etc.
This is the term used to describe traditional marketing techniques. Think television ads, Display ads and billboards. It still has it’s place in modern marketing, especially amongst the businesses that can afford airtime and city centre billboards. With the information overload of the modern world it has seen it’s share of marketing revenue begin to fall. Changing consumer habits along with the rise of the Internet have had a serious impact on Interruption Marketing’s dominance. 86% of people skip the majority of TV ads and over 80% of 25-34 year olds have clicked off a site purely because of an intrusive ad.
The diametric opposite to Interruption Marketing, this is ‘opt-in’ marketing. People who use it claim that because only people who qualify themselves receive marketing material, it allows the material to be more targeted, useful and cost effective. High conversion rates make this a popular form of marketing, however it has to be used in tandem with something like Content Marketing in order to gain those qualified leads at the top of the funnel.
Inbound Marketing differs from the previous kinds of marketing in that it’s a total methodology, rather than a single type of marketing. Inbound encompasses Native, Social Media, Content and Permission Based Marketing. The focus is on becoming the trusted source for information in your industry by helping consumers. It’s by not attempting to obviously sell your product that you gain the trust. Rather than having to throw an Ad infront of someone they should find you. Consumers want a more personal experience.
All of these methods can be used in conjunction with a variety of other methods. And as you can see the overlaps are significant, many marketers use Permission Marketing and Inbound Marketing synonymously. Hopefully this helps make sense of all the various labels flying around on the internet!