Native Advertising Battlegrounds: Why Use Paid Media for Distribution?
Lewis DVorkin of Forbes offers a nice overview of native advertising battlegrounds in his recent post on Forbes.com. For one of these battlegrounds, distribution, he asks:
Why place marketing content off domain (meaning a platform like FORBES) when Red Bull and Nike do it on domain, meaning a corporate micro site? One answer: the later can cost tens of millions of dollars.”
A very good, and daring, question to ask on his part. However, it is, as Lewis indicates, all about discovery. As a marketer, I’d certainly like to develop my own digital properties(i.e., owned media) and not have to depend upon paid media as a channel for engaging with our buyers. Realistically though, it’s unlikely that I’ll be able to completely replace the value of external media. Therefore, off-site media will continue to be a source of new contacts for my organization as well as an opportunity to further engage with my existing set of contacts.
Bottom line here?. . . Best practice marketing will continue to include tapping into all areas of media(i.e., owned, paid and earned) to distribute content.
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