However, due to some advertising practitioners' excessive pursuit of originality and neglect of netizens' online experience, the phenomenon of title party emerges one after another. At the same time, after a long period of development, Internet advertising marketing has gradually moved from the "single product" era of 1.0 to the "4.0" era, which integrates AR display methods such as sound, picture, smell and touch. The "resistance" of netizens to advertisements has gradually increased. What is the development trend of native advertising in the future? Or what problems should we pay attention to?
First, the title party is not optimistic, and content marketing is king. Most media companies usually make money by selling advertisements. Under such a profit model, the greater their traffic, the more advertisements they sell. What they do has only one purpose: to bring more traffic. Every article is sharpening its head and trying its best to improve the click rate of links, and the title party is getting more and more serious. Although such a headline is impressive, Bian Xiao also admitted that focusing on it can bring considerable traffic, and countless editors have to take this way to attract as much attention as possible. Finally, the audience began to get tired of these hype, rendering, embellishment and exaggeration. At the same time, advertisers are not sheep waiting to be slaughtered. The click-through rate remains high, the investment is getting higher and higher, but the conversion effect is getting worse and worse, and it will definitely not be invested again. Moreover, under this wave of indiscriminate bombing, the audience will inevitably not be deceived again, and the trust in the platform will gradually decline.
Therefore, content marketing is the real king. Simple one-way output, hot spot and dual micro-operation have been difficult to meet the new demand of growth. Content marketing needs to be centered on the target users, guided by the transmission of brand and product core values, and build a full-touch, full-scene and measurable content operation ecosystem around the user's decision-making journey.
Second, the indicators of advertising effectiveness tend to be diversified. The index of advertising effect changes with the changes of netizens and media. Xu and others summarized several major changes: 1. The growth environment of the new generation of consumers is relatively good, and the simple price war has been unable to impress them. Like is the only reason to impress them, so both marketers and consumers have the role of communicating subject and object; 2. What content to spread is no longer decided by advertisers, but by consumers according to their own needs and experiences to decide whether the product can be spread again; 3. The psychological characteristics of consumers profoundly affect the breadth, depth and even mode of communication; 4. The way consumers get information is no longer single, and the accuracy of communication has changed.
These changes have changed the thinking of advertising practitioners on the communication effect in the past. The measurement index of advertising effect should not only be factors such as exposure, visits and click-through rate, but also be factors that can really communicate effectively with the audience. The significance of "effective interaction rate", "user duration" and "video playback rate" is no longer simply to pursue the exposure and click-through rate of advertisements, but to take the effective interaction between advertisements and users as an indicator to narrow the distance between advertisements and users, and at the same time to enhance the communication between users from the side, thus promoting the beginning of word-of-mouth communication and continuously improving the value and effect of advertisements.
Third, advertisements show thousands of people, and precise marketing avoids waste. Wanamaker once said, "I know that half of the investment in advertising is useless, but the problem is that I don't know which half." Internet advertising has been favored by the majority of advertisers because of its precise marketing since its birth, but with the increasingly demanding of picky advertisers, the current advertisements can no longer meet their precise requirements. In the era of big data, it seems not difficult to change marketing from "thousands of people" to "thousands of people". Precision marketing has penetrated into enterprise marketing thinking. Amazon's personalized recommendation has greatly increased sales, Facebook's accurate advertising has successfully achieved fans and traffic, and Google's search page has also been dynamically adjusted to make recommendations more in line with users' wishes and improve search efficiency. These examples have become classics of big data marketing in the industry. Domestic native advertising algorithms are also relatively advanced in precision marketing. Whether it is the target group positioning or the later data analysis, there will be a lot of data as support, giving advertisers the most intuitive and scientific marketing suggestions.
Fourth, invisible ethical deception is different from traditional advertising. Native advertising blurs the boundary between advertising and content, embeds advertising into native content reasonably, and completes the effective release of advertising information without the audience's consciousness or even knowledge. Native advertising, as an invisible way of communication, greatly dilutes the traces of advertising, erases the potential commercial attributes of advertising, reduces consumers' inertia aversion to advertising, and achieves good advertising results.
However, from another perspective, native advertising is inevitably a kind of "deception" to the audience's moral and ethical level. Although this method brings better experience value to users and reduces the noise in communication, the whole communication process of native advertisements is based on users' ignorance and lack of effective distinction between advertisements and content, which is a kind of "deception" for users. Although this kind of deception has not brought substantial harm to users, it is a kind of neglect and harm to users' right to know. At the same time, this kind of "deception" is not limited to the users themselves. The value and effect of original advertising content make users willing to share and spread original advertisements in their own circles while receiving advertising information, so as to realize viral fission communication and let more people be influenced by original advertisements unconsciously. At the same time, this attribute of native advertising allows advertisers and media to effectively transfer the risks in the process of communication to the audience who receives the information, and the audience therefore becomes the undertaker of communication risks. Obviously, this wider range of "deception" is a more noteworthy issue in the development of native advertising.
Some researchers pointed out that we should respect the balance between users and content utilization, clearly identify the original content of advertisements, and at the same time strengthen users' self-advertising acceptance and self-purification ability. Only with the joint efforts of the three parties can the seriousness of the ethical problems of native advertising be minimized.
With the increasing number of online advertisements, people's resistance to online advertisements is also increasing. The roller coaster decline in click-through rate and reading volume has made this era the "worst era" of Internet advertising. On the basis of diluting commercial traces, native advertisements provide users with valuable information that they are really interested in, meet users' demand for information, and skillfully fit the theory of "use and satisfaction", which has become a glimmer of light for Internet advertising in the best and worst times. The information of local advertisements should have both entertainment value and commercial value. By appealing to emotional appeal, users can be aware of the marginal path, especially in mobile advertising, which can achieve better communication effect. We may see a win-win situation for advertisers, users and advertising platforms.