Sponsorships, Items 1 to 12
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- Not Your Grandfather's Sponsorships, by Heidi Cohen, ClickZ Experts, 1-20-2005 Sponsorships can be an effective way for online marketers to extend reach and increase revenue. This overview covers various ways to position sponsorships, implementation issues, and how to measure results.
- How Creative Can You Get?, by Susan Solomon, ClickZ, 1-23-2003 Examples of effective ways to create more compelling and credible online advertising by integrating marketing and destination website materials with the content of the site where the ad is placed, including Kraft ads on MarthaStewart.com, and Chevy Tahoe ads on RealSimple.com.
- E-Newsletter Not for You? Try Sponsorship, by Debbie Weil, ClickZ, 8-8-2002 If you don't have the resources to create a 1st-rate e-newsletter of your own, you can get much of the same marketing impact through sponsorship: ally your product with high-quality editorial content to enhance your brand and build credibility.
- Pushing Sponsorship, by Martin Lindstrom, ClickZ, 6-18-2002 Update on trends and new approaches in sponsorship, both online and off, with a discussion of how you can benefit by taking a creative approach to unconventional sponsorship opportunities and venues.
- Sponsorships: The Pathway to Clicks, by Tessa Wegert, ClickZ, 3-28-2002 One way to get better online advertising results is to avoid competition, place your ads in spots where they aren't overwhelmed by competing marketing content. Newsletter sponsorship is a great way to do this, allowing you to own a space that is aimed directly at your target audience.
- E-Newsletter Sponsorships: The Sweet Spot of B2B Email Marketing, by Debbie Weil, ClickZ, 2-6-2002 Sponsorship text ads, the 6- or 8-line blurbs you see in e-mail newsletters (like WCT!) all the time, are a successful way to attract qualified leads. How to craft an offer, write and place your own sponsorship ad, step by step.
- Interview with Richard Kies, by Mark Brownlow, ibizInterviews, 7-28-2000 Richard Kies explains the key elements behind the site sponsorship concept from the publisher perspective, covering pricing, finding sponsors, exclusivity and other topics.
- Many Analysts Think Expensive Portal Deals Deserve More Scrutiny, by Bob Tedeschi, New York Times, 5-1-2000 E-tailers are turning away from high-cost marketing deals with major portals such as Yahoo!, AOL and Excite, as the evidence mounts that the return on investment is very poor. Customer acquisition costs range as high as $1,000. Examples: MobShop, WineShopper.com, 1-800-Flowers.com.
- Picking Portals, by Kathleen Burke, ClickZ, 5-13-1999 Consider portals when you devise a marketing plan: not the huge sites like Yahoo!, Netscape et al., but the smaller vertical or 'boutique' portals that match your target audience. Includes suggestions for locating appropriate portal opportunities.
- Case Studies for Innovative Branding: Fashion, by Bobbie Halfin, ClickZ, 5-20-1999 Integrated sponsorship case study. Alloy Online's recent partnership with Seventeen Online is truly a marriage of the right brand to the right content environment. That adds up to e-commerce success. Bring your message to where the customer is.
- Case Studies for Innovative Branding: Telecom Companies, by Bobbie Halfin, ClickZ, 4-14-1999 Sophisticated web advertisers look beyond the banner, to sponsorships and branding that are well integrated with site content. The objective is to perceive the marketing message as a useful part of the site's content, not mere advertising.
- The Word on Sponsorships, by John Berry, Web Review, 10-3-1997 Salon and Others' Solution to the Ad Banner Dilemma.
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