Zeno’s Marketing Paradox: Native Advertising as a Ramp To Customer Experience

Earlier this month, my friend Stephanie Losee helped bring Dell’s editorial content in to the New York Times as its first native advertising campaign. While native ads are clearly advertising, their goal is to fit in and add to the reasons that bring readers to a publication. In essence, to be more like media, and less like an ad.

But this dissolution of advertising and its direct claim on attention is like Zeno’s paradox, which says you can forever reduce the size of a thing by half without the thing ever entirely vanishing. Though we may spend less time directly focused on explicit ads, this just shifts that promotional intent to the broader customer experience.

Columbia Sportswear doesn’t advertise to increase demand to be outdoors, but its GPS PAL helps convene a community of outdoor advocates giving realtime dispatches. The CVS Pharmacy App talks with me about what I need at their store, and it makes helpful suggestions to help save money. It elegantly increases my demand, but in such a targeted relevant way its not an ad. And if Amazon’s predictive shipping comes to pass, they’ll send me items they discern I need before I go to the store or click a buy button online. In this future world, ads and services become harder to tell apart.

Buy Media, or Be the Media? From Red Bull & Mesothelioma to EdX
There’s likely no better example of an audience where content is plentiful than the few thousand people with mesothelioma – cancer that usually comes from exposure to asbestos. Their lawsuits are incredibly lucrative, so lawyers market like crazy to serve them. Because so much advertising gets tuned out, one smart law firm started a contest to make issue advocacy ads to ban asbestos, sponsored running races, and even petitioned congress. Results: people liked what they did, they earned search rankings that put them ahead of mere lawyers. Even with law firms, companies that are loved win.

Other than lawyers, few industries do a worse job with their advertising than higher education. But many universities are getting huge “try rates” as open course platforms such as EdX create relationships between universities and millions of interested students.  This at once makes MOOCS in to marketing, educational experiment, and a public service consistent with their mission.

This isn’t different from brands that create their own news centers, rather than courting the press. Red Bull does this by staging events that gain millions of views. Even Delta Airlines scored by making a pre-flight safety announcement that is so funny, millions of people watch it even when they’re not belted in.

All this hastens the retreat of declaratory ads, in to experiences which fit in to their audiences’ lives. Why interrupt customer’s lives with messages, if instead you can be a more persistent part of their lives?

Zeno’s paradox says we may have less concentrated ads. But in their diluted form they can reach wider and live closer to us all. And though surrounded by brand experiences, we’ll hear ever fewer words from our sponsor.

59 Responses to "Zeno’s Marketing Paradox: Native Advertising as a Ramp To Customer Experience"

  • Pretty! This w?s a really wonderful post.
    Many thanks for supplying thiis ?nformation.

  • Jose Silva

    May 12, 2017

    I will share with my friends

  • jeremy mccoy

    August 2, 2017

    Your blog is very useful and provide tremendous facts. It is going to change the way one think by a sharp angle. I wonder if you write on gadgets also. Keep up the good work ahead

  • Dusan Vukadinovic

    November 2, 2017

    I’ve read your post carefully and I must say that Zeno would most definitely approve your statements. I think his paradox could be applied on SEO as well 🙂

  • como fazer bebe reborn

    November 9, 2017

    Your blog is very good, you are to be congratulated!

  • curso de conserto de celular

    November 9, 2017

    Your articles are amazing, congratulations for the great work!

  • curso de mangá

    November 9, 2017

    I really enjoy visiting your site for the quality of your articles, keep it up and congratulations!

  • Como Desenhar Manga

    December 20, 2017

    ohh interesting post, thanks!

  • Incredible content. Congratulations for always posting informational content.

  • atlanticsigncompany.com

    October 30, 2019

    This actually catches attention.

  • Good work!

  • www.a1septicservicejax.com

    December 18, 2019

    Great post! Thanks so much!

  • click here

    December 23, 2019

    Nice to know about this matter. I believe this will work too.

  • check us out

    December 23, 2019

    We need to really study this because this might change the future of businesses.

  • I believe this would be very effective. Great article!

  • moneymatcher.co.za/

    January 13, 2020

    Your post is very much appreciated! Thanks a lot! 🙂

  • https://cincinnati-seo.org/

    January 13, 2020

    This tip is very efficient and effective as well. Applied it on our company and it worked!

  • Brad

    February 14, 2020

    This is amazing! Thanks for your great article.

  • Be the media and see the result for yourself.

  • www.svgmotors.com/

    February 19, 2020

    We should aim for better customer experience.

  • site

    February 24, 2020

    I would go for an engaging customer experience.

  • Zeno’s paradox is pretty significant in mathematics. Applying it in marketing is impressive.


    March 1, 2020

    Great article thank you so much for writing it

  • Bob Vance

    March 1, 2020

    Hope you keep up the great work

  • frankie

    March 1, 2020

    this article went over my head a little bit

  • mycoffeemachine.com/

    March 2, 2020

    Wow! you have a great work. Thanks!

  • realsleep.com/

    March 2, 2020

    I’m so impressed with your work. Thanks for posting!

  • https://innomineral.com/

    March 2, 2020

    Thanks a lot for posting information. 🙂

  • book now

    March 2, 2020

    We strongly believe that this is true and is very relevant. Thanks a lot!

  • The site’s name really suits this page. Useful indeed. By the way, Zeno’s paradox reminds me of Zeno from HxH lol.

  • Click here

    March 10, 2020

    Zeno’s Paradox is awesome indeed. It is like Newton’s law of motion.

  • piano tiles 2 songs

    March 16, 2020

    Pretty good post. That is surely be a phenomenon.

  • the author of this post is very helpful…thank for this informative site you give inspiration to the other!

  • Your blog is very useful and provides tremendous facts…thank you for sharing

  • This is great advice and still current for today!

  • Landscape

    June 24, 2020

    Very interesting content. I’m inspired while reading this.

  • fix the fridge

    June 26, 2020

    Learned a lot from this. Much thanks!

  • Very informative post. Thanks a lot!

  • Great post! Thank you for sharing this useful post.

  • Excellent information on your blog , Thank you for taking the time to share with us.

  • sextreffen bw

    August 24, 2020

    sextreffen bw is the best place for chatting with sexy girls

  • Thank you for the tips and piece of information
    that you’ve shared…

  • Nassau Attorneys

    October 8, 2020

    Good job. Very informative article.
    Nassau Attorneys

  • ZR Perdiem

    October 8, 2020

    Thank you for this post. Found it very informative.
    Zr perdiem

  • Dallas Hood Cleaners

    November 3, 2020

    Thanks for sharing this valuable information with us! Extremely helpful to our cleaning business in Dallas.

  • renopaintingco.com

    November 14, 2020

    Thanks for sharing this useful information…

  • Painting ideas

    November 16, 2020

    This is indeed true, native advertising leads to customer experience.

  • Glad I found this great site.

  • Gary Dellabyiti

    November 22, 2020

    Thank you for this post. Found it very informative.
    solo attorney

  • Interfacentx

    December 29, 2020

    Preserved about 300 thousand.

  • Great blog online.

  • norman-remodel.com/

    January 7, 2021

    Thanks for this great share.

  • Feederrze

    January 11, 2021

    Preserved about 300 thousand.

  • Airbladepry

    January 12, 2021

    Since the era of Charlemagne

  • Leupoldhhn

    January 27, 2021

    scroll. Go to Code Form

  • There are really some things in life that are bound to happen. Things that we cannot control and beyond what our hand can do. That is why it is always important to trust in the Lords’s promises always and always.

  • Flukeiup

    February 10, 2021

    which is carried out by the printing

  • Artisanlqz

    February 12, 2021

    or their samples written

  • Lawyer Directory NY

    February 20, 2021

    Thank you for this post. Found it very informative.
    Lawyer Directory NY

Leave a Reply

Your email address will not be published.