Sponsorship, once a symbol of corporate excess, is now finding its place within the business world—especially in the digital sector, where sponsors know how to best maximise ROI from these channels. By its nature sponsorship creates ideal digital marketing opportunities. It has the flexibility to provide platforms for brands to create exclusive content and online experiences as well as being able to engage directly with their audience.
Marketers are desperately searching for new and economical avenues to create stronger relationships between their brands and target audiences. One avenue that’s resurgent is sponsorship, which is proving a powerful way to engage with consumers while cost-effectively growing the business at the same time – a win-win situation for all involved.
For example Silverpop, a U.S.-based organisation that provides worldwide Web-based solutions, signed up to exclusively sponsor the 2010 DMA Digital Tracking Study. This partnership has provided Silverpop with a sought-after tool to reach out to the top marketing professionals in the UK, a market that they are developing. Additionally, this has helped the DMA to provide the latest research to its members.
Although partnerships are not a new theory, strategic business sponsorships can be new territory. However, providing they fit, they can be immensely successful. As digital marketers are usually first on the starting block I anticipate this trend will continue to grow across other sectors for those companies looking for more cost-effective and engaged marketing.
If you aren’t part of the digital sponsors who make up more than 50% of the total sponsors at the DMA, you might be wondering what you are missing.