EMBiz: Are Partnerships the New Ads?

Are Partnerships the New Ads?

Laurel Mintz, CEO & Founder

Hey everyone, Laurel Mintz here with Elevate My Brand. Today we're going to talk a little bit about whether modern advertising is dead. Now, you’ve seen me on the Reuters panels talking about the future of marketing and what kind of new initiatives we're facing as marketeers. The big challenge is that of course the cookie is going away and tracking is becoming more and more challenging, but what that means is that partnerships are becoming more and more relevant.

Partnerships build trust organically.

Our conversation today is around partnership advertising or strategic partnership content marketing and how - even though advertising is still kind of important - visibility- and awareness-building around partnerships is actually going to be the wave of the future. The reason that we believe this is because partnerships are more organic; they build trust in a different way than push advertising or push marketing in general does.

Partnerships make the dollars make cents.

They're also highly cost-effective because they require you to share assets from each of the partners so no one partner bears the brunt of the creative burden, which is amazing. As you all know, we believe that that's one of the missing pieces in building a lot of brands is the lack of understanding of how many vast volumes of creative assets need to be built to execute across each specific channel.

Partnerships pump the creative juices.

And then of course partnerships between different ancillary non-competitive brands require a different type of creativity. The fact that it is really starting to spark new creative ideas is a really impressive way to build your marketing strategy with the death of advertising.

So while advertising is still relevant today, it might not be as relevant tomorrow with all of the privacy issues and concerns going on so our belief is that partnerships may be the new ads and that advertising is on its way out potentially. So making sure that you understand the benefits of strategic partnerships from both a creative and a visibility and awareness perspective is really critical. That's all for now stay tuned for more from Elevate My Brand. 

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