How advertisers need to adapt to the changes in digital marketing: examining the changes in digital marketing landscape through native advertising

Objectives The main objectives of this study were to examine the process that advertisers and other content publishers go through when utilizing a new marketing technique. More specifically the objective of the research was to investigate the ethical questions and considerations that advertisers need to answer when creating content for their clients in the form of native advertising, and other campaigns on different online platforms. Summary This thesis examines the different considerations advertisers and publishers need to pay attention to when utilizing a new marketing technique. The process is analyzed through the use of native advertising, a new marketing phenomenon that emulates the form of its host platform. Native advertising has also raised ethical concerns amongst the industry due to its deceiving nature, and these concerns will also be adressed from both consumer’s and advertiser’s perspective. Conclusions Advertising agencies seem to have an important role in introducing the market to new advertising techniques. Their clientele has limited understanding of the possibilities new digital marketing trends enable, and this same knowledge gap seems to exist when it comes to consumers’ understanding. Advertisers need to take an active role in ensuring that the advertising campaigns are tied to other business operations and focus on long-term sustainable growth without compromising on the quality of the content