Amy Marks, global head of advertising sales marketing at Bloomberg Media, shared the three key facets of a native advertising at the 2017 INMA World Congress in New York City.
- Know your audience. “It’s very important to build toward that audience.”
- Storytelling. “It’s not just the platforms you’re telling the story on but the story itself. If you have great content and a great story, the platform is really secondary.”
- Partnerships. “Having a great partner with and for your clients and advertisers is most important, and really collaborating with them creates a successful relationship.”
“Always stay true to who you are,” she said. “Knowing your audience and your brand and building something that your audience will want — not something that just your brand partner thinks is right. And that goes back to truly collaborating together.”