We showed in Chapter 5 that partnerships are an important part of today's marketing mix. The same is true online. Resources must be devoted to managing your online partners. Many large organisations have specific staff to manage these relationships. In smaller organisations partnership management is often neglected, which is a missed opportunity. There are three key types of online partnerships which need to be managed: link building (covered in the previous section, this can also be considered to be part of online PR), affiliate marketing and online sponsorship. All should involve a structured approach to managing links through to a site.
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