Combine that with the fact that we’re spending more and more time on the social networks, and this year proves to be an interesting time for communicators.
Native advertising is a term you’re going to hear a lot about in 2013, and it’s going to affect how you create content.
You already see some of this through promoted posts on Facebook and sponsored tweets on Twitter because many PR professionals are charged with carrying out both. Now the lines between advertising, communications, and marketing blurs even more.
Examples of native advertising
Native advertising integrates high-quality content (what I’ll refer to as pull marketing vs. push marketing of the traditional media) into the organic experience of a given platform.
This means the content is so complementary to the user’s experience on the platform, it doesn’t interrupt the flow. People are willing to comment, “like,” and share because it feels like it belongs there.