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The Marketer's Perspective

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By Denis Wilson

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This article originally appeared as part of Native Advertising: Soap Opera For The Digital Age in the December issue of Publishing Executive.

Marketers are always eager for better tools for reaching and influencing potential customers. Native advertising promises that. However, there is sometimes a misconception that native advertising necessarily means paid-for content that is indistinguishable from editorial content. Some advertisers and publishers may go this route, but most agree this would be a mistake-and not only because it would damage a publisher’s brand.

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Headshot of Denis Wilson

Denis Wilson

Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.

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