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

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

An ad tech exec at Hearst reveals the next generation of marketing—and provides the insight you need to use it to beat the competition The Native Advertising Advantage reveals why native content is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams.  The book explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial vs. advertising.The author shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content  Rationales and hands-on techniques come directly from interviews with top marketing people at a broad cross-section of companies, including GE, Intel, HP, and ConAgra Foods. These leaders reveal how native advertising fits into their marketing mix and ad budget—and how it’s paying off.

Mike Smith is Senior Vice-President of Revenue Platforms and Operations for Hearst Magazines Digital Media and Senior Vice-President of Advertising Platforms for Hearst's Core Audience. He is responsible for digital media revenue platforms, including the company’s programmatic sales engineering efforts through the Hearst Exchange, which is the company’s auction system for selling advertising on its hundreds of websites. His previous book Targeted was named one of the “Top 6 Business Books to Read” by Inc.com and won the Axiom Gold Metal Award for best advertising/marketing book for 2015.

SKU	Non disponible
ISBN 13	9781259835681
ISBN 10	1259835685
Titre	The Native Advertising Advantage: Build Authentic Content that Revolutionizes Digital Marketing and Drives Revenue Growth
Auteur	Mike Smith
État	Non disponible
Type de reliure	Hardback
Éditeur	McGraw-Hill Education
Année de publication	2017-06-16
Nombre de pages	224
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible