NONE: ONLINE-ADS>> 3rd Party Content Branding
ONLINE-ADS>> 3rd Party Content Branding
John Nugent (john_at_marketing-agency.com)
Wed, 15 Oct 1997 19:57:20 +0000
I've recently been working on an online marketing plan for a major hotel
Web site which will have both static and dynamically generated pages. As
part of the creative process I have been looking into the issues
surrounding the branding of content by third parties i.e. enabling seemless
access to my clients database through 3rd party Web sites.
The Amazon 'associates' scheme has been a real success, as has the 3rd
party content streams coming into Yahoo from Reuters, Elle, etc. It's a
real no-brainer that this is a good model to follow to maximise revenue for
the content owner.
My question to the group is:
(a) Should the original content owner allow the 3rd party to brand the
content their own, i.e. enabling them to benefit from the media sales
value, paying a licence fee to the content owner? or
(b) should there be a co-branded front end on the 3rd party site linking
into the original content site with a sales commission?
It would seem to me that to implement the former to a number of sites must:
*create a massive administrative problem
*reduce the originating site's brand value
*effect content deals and management on the originating site
*cause confusion in confirmation and fulfilment
but to introduce the later must:
*reduce the attraction to the 3rd party of creating a partnership
I'd welcome the groups views and suggestions.
Thanks in advance.
John Nugent
Director
The Digital Marketing Agency
Email: john_at_marketing-agency.com
Web: www.marketing-agency.com
Voice: 0468 893202
Post: 8 Portland Mansions, Addison Bridge Place, London W14 8XL, UK.
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