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Deep Dive: Finding and Ranking Potential Brand Alliances
Publisher |
Tod Maffin
Media Type |
audio
Categories Via RSS |
Business
Marketing
News
Tech News
Publication Date |
Feb 27, 2024
Episode Duration |
00:19:12

Sometimes, one of the tasks of a marketing person at a company, is to propose partnerships between their brand and another. This offers the opportunity of joint advertising campaigns (like Coca-Cola and McDonald’s), cause-based alliances (like Target and UNICEF), or even bundling products together — like the streaming deals that include joint Hulu and Spotify subscriptions.

But finding those partners isn't always easy. And determining whether your customers would be thrilled with an alliance or offended by it should be top of mind.

What if there were a measure of brand partnership potential? A score that would tell you which other organizations would make for great alliances.

That's what Pankhuri Malhotra set out to invent. She and her coauthor have published a paper in The Journal of Marketing called Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities.

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.

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Finding brand alliance partners isn't always easy. What if there were a measure of partnership potential — a score that would tell you which other organizations would make for great alliances. Our Sponsors: * Check out Miro: miro.com Privacy & Opt-Out: https://redcircle.com/privacy

Sometimes, one of the tasks of a marketing person at a company, is to propose partnerships between their brand and another. This offers the opportunity of joint advertising campaigns (like Coca-Cola and McDonald’s), cause-based alliances (like Target and UNICEF), or even bundling products together — like the streaming deals that include joint Hulu and Spotify subscriptions.

But finding those partners isn't always easy. And determining whether your customers would be thrilled with an alliance or offended by it should be top of mind.

What if there were a measure of brand partnership potential? A score that would tell you which other organizations would make for great alliances.

That's what Pankhuri Malhotra set out to invent. She and her coauthor have published a paper in The Journal of Marketing called Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities.

.

GO PREMIUM!

Get these exclusive benefits when you upgrade:

✅ Listen ad-free

✅ Back catalog of 20+ marketing science interviews

✅ Get the show earlier than the free version

✅ “Skip to story” audio chapters

✅ Member-only monthly livestreams with Tod

And a lot more! Check it out: todayindigital.com/premium

✨ Already Premium? Update Credit CardCancel

MORE

🆘 Need help with your social media? Check us out: engageQ digital

📞 Need marketing advice? Leave us a voicemail and we’ll get an expert to help you free!

🤝 Our Slack

Review us

UPGRADE YOUR SKILLS

Inside Google Ads with Jyll Saskin Gales

Google Ads for Beginners with Jyll Saskin Gales

Foxwell Slack Group and Courses

Some links in these show notes may provide affiliate revenue to us.

Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada.

Our Sponsors:* Check out Miro: miro.comPrivacy & Opt-Out: https://redcircle.com/privacy

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