Native ads, storytelling and content marketing do not work in the short-term. They are just part of the blind race to do mobile and digital. It is a long- term brand building exercise. It takes 4-5 years to work. If you want immediate results, do not use native. Most who use native are using it due to the fear of missing out ( FOMO ). Media such as newspapers and magazines are rightly doing content. Their product is content. Before going into content, companies need to understand first the business problem. If you are selling chocolates, you should be clear who you are selling to, understand the demographics and target audience and the segment you would like to cater to. Accordingly you should put up the content in the right publication. Start with the consumer and then work backwards.