The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth

INTRODUCTION

Have you ever clicked on one of those online “articles” that just seemed to grab your attention—while you’re doing something else on your computer, tablet, or smartphone? For example, I was conducting research online when I read the headline, “What’s YOUR Marketing Doing?” with a picture of two men in shirts and ties staring at a computer screen, seemingly in awe. When I clicked on it, I watched a one-minute video showing what was mesmerizing these execs: clicks on their website were up dramatically, which led them to make a quick series of decisions, to ramp up purchasing, production, and shipping: “I need more trucks!” “More shipping containers!” “More trees!” It turns out the product is encyclopedias—that’s right, old-fashioned, ...