Posts tagged with Partnerships

Intriguing brand partnerships: From Tinder to Star Wars

I recently wrote a round-up of current Halloween-themed marketing campaigns, which included Topshop’s partnership with Netflix.

This got me thinking about the positive aspects of a co-branding campaign or collaboration, where both brands are able to benefit from a combined power in order to build awareness and reach a wider audience.

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Five great examples of integrated brand partnerships online

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.

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A complete guide to partnership marketing: Part two

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:

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A complete guide to partnership marketing: Part one

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? 

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Yahoo turns to Google for ads: sign of a new friendship?

When Yahoo recruited Marissa Mayer from Google to replace interim CEO Ross Levinsohn, some suggested that Mayer's departure from Google was an indication that she had reached her limit for advancement at the search giant, and that her role at Google was actually not as important as it might have seemed.

Whether the rumors about Mayer's status at Google were accurate or not, one thing was certain: Yahoo was placing a huge bet on the 30-something executive, one that might have been the last such bet it could make.

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Yahoo teams with Getty Images for image and video search

Is a big part of search's future based on content partnerships?

You might think so looking at the recent deals Bing has struck with Encyclopaedia Britannica and Yelp.

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Yelp inks deal for Bing Local Search

When Google announced that it was acquiring Zagat, it looked problematic. After all, Zagat was a publisher struggling to stay relevant in the digital age and Google was the world's biggest search engine. The potential conflicts the deal could create were huge.

One of the companies likely to have been most concerned with the acquisition was Yelp. Along with other popular user-generated reviews sites, it has arguably played a key role in Zagat's woes. With Google behind it, would the Mountain View-based company push Zagat content at the expense of a company like Yelp, which it once reportedly looked to buy?

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Twitter airs its first television commercial

Didn't think Twitter was mainstream?

All doubt about Twitter's position in the media world was laid to rest this weekend as the company aired its first ever television commercial during the Pocono 400 NASCAR race.

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You need an API, but not one like ESPN's

Are you a sports fan? Are you a developer? If you answered yes to both questions, ESPN wants to talk to you.

Why? Because the sports media giant has jumped on the API bandwagon and is courting developers who can take its content and data to build cool sports apps.

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Can Zynga succeed as a platform?

Yesterday's announcement that it is effectively becoming a platform may be the most important yet in the short history of social gaming juggernaut Zynga.

Although it's a billion dollar company, Zynga owes much of its success to another platform - Facebook.

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Should you trust a startup?

If you run a business that's active online, or are involved in digital marketing in any way, chances are you've done business with a startup before.

No big deal, right? After all, today's hot startup could be tomorrow's Apple or Google, and even if it isn't, there's no denying that startups are a driving force behind innovation.

But should you always trust a startup? Are there times when joining forces with one is a bad idea?

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To go exclusive or not: dealing with the dilemma

In many industries, companies often find themselves facing a simple proposition: a deal that requires exclusivity. Online, such a deal may take the form of a relationship with an advertiser, a vendor, or a business partner.

Deciding whether or not to do a deal that requires exclusivity can be tough. Such deals almost always come with clear advantages and disadvantages. Here are a number of the most important to consider.

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