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We Need a Better Definition of "Native Advertising"

Harvard Business Review

Ultimately, I would argue that this was not native advertising, but simply good content marketing or sponsored content that didn't smell like pure advertorial. Last month's MediaPost headline says it all: " Online Poised To Break 25% Budget Milestone, Mobile Fueling Half Its Growth." Promoted tweets on Twitter is native advertising.

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Brand journalism 101: Tell a Better Story

Women on Business

Naysayers, on the other hand, begrudge brand journalism for its diminished objectivity and advertorial tone. Not every company has the budget to hire a trained journalist, however it is much easier to retain a level of objectivity and identify compelling story lines if your writer is fresh to the team.

Brand 244
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What the Marketing Agency of the Future Will Do Differently

Harvard Business Review

While it may be hard to transition to a truly real-time way of operating (aka consumers know best), starting with models of leanness will force agencies to be more nimble, more sensitive to how the brand's budget is allocated and force a spirit of partnership with the brands they represent. Marketing agencies sell professional services.