GroundFloor Media & CenterTable Blog

Native Advertising is not a new term by any means, but it will certainly be splattered across headlines in 2013 more than ever before—and for good reason. Consumers are inundated with messages across so many platforms today. This raises the competitive stakes between organic and earned content versus paid advertising. So, when it makes sense, why not play nice in the sandbox and deliver stellar content that relies on both to get noticed? To be successful, teams have to be structured correctly. Check out these very cool graphics on convergence of area expertise. We encourage you to take some time to think about how this trend applies to your organization.

Want to see a form of native advertising in action? If you happen to be a car buff and are up for a little fun before Feb. 1, check out the user generated Instagram campaign Jaguar is conducting. One lucky participant will be selected to test drive the highly-anticipate F-Type model. Look for word-of-mouth and sponsored cross-promotion of this campaign across all Jaguar’s digital platforms (which we think is crazy smart).

Native Advertising

PRDaily.com: How Native Advertising Will Affect Public Relations
We like how native advertising is defined in this piece: “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.” As the lines continue to blur between earned and paid communications strategies we need to continually evolve our thinking and embrace more than one way to connect with target audiences. AdAge also recently posted an impressive roundup of brands that nailed native advertising in 2012.

Mashable.com: How To Monetize Without Hurting Your Community
User generated content on sites like Reddit can sometimes lead to massive, organic native advertising for a brand. For example, take the thousands of posts and content being created by fans of HBO’s Game of Thrones right now, months before the new season begins. Where are your fans naturally talking about you, and is there an opportunity to amplify it further?

SmartBlogs.com: Four Surprising Facebook Myths (about EdgeRank)
Brand managers everywhere are struggling with the seemingly sudden decline in Facebook page engagement based on new EdgeRank algorithms. But according to this post it didn’t happen overnight and in order to protect users from a Twitter-like news feed, it is up to brands to make content that is sticky and relevant.

Trend Watch

PRSA.org: 2013 Predictions for Social Media and PR
This article reaffirms the direction GFM and our clients are heading within an industry that changes on the heels of a 140-character tweet. However, it will no longer be enough in 2013 to sometimes include visual content, and occasionally monitor the digital space for backlash. Measurement, data visualization and mobile need to consistently converge with tried-and-true traditional tactics to keep your organization ahead of the game.

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