The Internet has changed the way we do almost everything. From buying to spying, our world is forever changed.

“Native” advertising has been around since a “story” in a magazine was labeled as “advertising” in order to distinguish it from editorial content. It looks and reads just like an article, but for the labeling. The word “advertisement” has to be included.

Today, native ads can be found with Google ads. Labeled as such, they are posted according to the search terms. Another example is “content” advertising which is an article with information that appears around a brand, such as the Forbes “Brand voice” platform. Whatever the platform, it emulates the form of where it appears. The reader is less likely to ignore it the way they may traditional ads. The focus is in relating the value of a product of interest to the reader, in a conversational manner.

The approach has changed because consumers have changed. They’re better informed and no longer want to be told what to buy.  They need to be engaged emotionally, as well as intellectually.

How native ads are approached means more than adding a “call to action” button. A few rules include:

• Selling is foremost about the experience rather than price and promotion.
• Talk with the audience, not at them. Approach it as a conversation – food for thought can open a path to be more engaging with customers.
• Deliver what you promise, be it a product or a solution, by offering information. Show the value and be truthful. One rant on Twitter can expose false promises.

Take a chance and do something new. If you write native ads with this in mind, you may discover new customers, keep the loyal existing base and build your brand’s character.

Try it and let me know what you think.