Partnership marketing is a lucrative channel for most brands. However, as I state in my previous Econsultancy article ‘A complete guide to partnership marketing’ – partnership marketing has in the past been simply swept under the marketing rug.
With the World Cup now in full swing what better topic to discuss than digital attribution.
If you think there is no link between the World Cup and attribution you’d be entirely wrong.
For some, traditional revenue generation models just don’t work.
For businesses in the digital landscape, particularly those that rely on mobile apps, the answer to monetisation without destroying the consumer experience is integrated partnerships.
Upon running a display campaign an advertiser is struck with many choices.
Which creatives to expose on publisher sites? Which cohorts to target? How many impressions to purchase? Spend? And which agencies to run these on your behalf? It comes with a lot to consider.
Welcome to part two of our complete guide to partnership marketing.
Part one covered the first five types of partnerships – affiliation, content partnerships, distribution partnerships, charitable partnerships and joint products.
In this article, we’ll be looking at numbers six through 10, including:
Marketing as a subject comprises of everything from digital marketing to out-of-home advertising, including models such as McCarthy’s Marketing Mix and Porter’s Five Forces.
All the while the idea of brand collaborations seems to have been lost within these theories and practices. Why is that? Is it because it is simply not a useful marketing technique?