For Interactive Marketing Professionals

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	April 28, 2009 Best Practices For Integrated Sponsorships Defusing Technical And Logistical Landmines by Nate Elliott with Michael Greene, Angie Polanco

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Executive Summary

Twenty-eight percent of US interactive marketers have run a content sponsorship or advertorial in the past year. However, marketers consistently run into roadblocks that result in less than ideal creative execution and even missed launch dates. To plan and execute successful sponsorships, marketers must bring all relevant parties together as early as possible in the planning process, demand better service and more flexibility from publishers, and cross-promote their efforts through paid search and social marketing.

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