Centralized management of marketing activities among participants of multiple channel marketing networks

Abstract

A marketing system, also referred to as a platform, is disclosed which facilitates centralized management of marketing activities among multiple participants of multiple channel marketing networks, where the marketing activities may include determination of one or more consumers to which marketing content is to be presented and a provision of marketing content thereto. In particular, the disclosed technology platform allows members of a channel marketing network, including, for example, sponsors/OEMs, distributors, buying groups, and resellers, to link to each other to create connections that allow a secure and managed exchange of marketing content, funding and contact data, for the purpose of executing shared business processes, such as co-marketing related processes, and having access to the results thereof. An advertising platform is provided which facilitates participant discovery and channel network formation, segregates marketing activities between channel marketing networks and among the participants of a particular channel marketing network, generates and conducts marketing campaigns on behalf of participants based on internally generated and/or participant provided marketing content and directed to participant identified contacts, facilitates the funding of those marketing campaigns by one or more participants, and facilitates gathering and evaluation of the results thereof.

We claim: 
     
         1 . A computer implemented method for facilitating centralized management, by a marketing system, of a provision of marketing content to one or more consumers, the computer comprising a processor and a memory coupled therewith, the method comprising:
 registering, by the processor, each of a plurality of participants with the marketing system as being in one or more of a first participation category or a second participation category, wherein a participant registered in the first participation category comprises an originator of one or more products or services for sale to the one or more consumers and a participant registered in the second participation category comprises a reseller of the one or more products or services to at least a subset of the one or more consumers;   providing a database stored in the memory and operative to store a plurality of participant records, each of the plurality of participant records being associated with one of the plurality of registered participants and storing participant data characterizing the associated participant as being registered in one of the first and/or second participation categories, each of the plurality of participant records further storing network data indicative of the associated participant belonging to at least one marketing network of a plurality of marketing networks;   receiving first marketing content and first content rules associated therewith from a first registered participant registered in the first participation category, storing the first marketing content and first content rules in the database and allowing access to the stored first marketing content to at least a first subset of other registered participants of the plurality of registered participants not registered in the first participation category and belonging to a first marketing network of the plurality of marketing networks to which the first registered participant also belongs subject to the first content rules; and   receiving first funding data and first funding rules associated therewith from the first registered participant and storing the first funding data and first funding rules in the database, the first funding data specifying first funds available to at least indirectly fund at least a portion of at least one of a plurality of marketing activities by at least one registered participant of the first subset of other registered participants with respect to the first marketing content subject to the first funding rules to cause the provision of marketing content to the one or more consumers.   
     
     
         2 . The computer implemented method of  claim 1  wherein the registering further comprises registering each of the plurality of participants with the marketing system as being in one or more of the first participation category, the second participation category or a third participation category, wherein a participant registered in the third participation category comprises a facilitator of the sale of the one or more products or services obtained from a registered participant registered in the first participation category to at least a subset of the one or more consumers by one or more registered participants registered in the second participation category. 
     
     
         3 . The computer implemented method of  claim 2  further comprising receiving second marketing content and second content rules associated therewith from a second registered participant registered in the third participation category, storing the second marketing content and second content rules in the database and allowing access to the stored second marketing content to at least a second subset of other registered participants of the plurality of registered participants belonging to a second marketing network of the plurality of marketing networks to which the second registered participant also belongs subject to the second content rules. 
     
     
         4 . The computer implemented method of  claim 2  further comprising receiving second funding data and second funding rules associated therewith from the second registered participant and storing the second funding data and second funding rules in the database, the second funding data specifying second funds available to at least indirectly fund at least a portion of at least one of the plurality of marketing activities by at least one registered participant of the first subset of other registered participants with respect to the first marketing content subject to the first funding rules. 
     
     
         5 . The computer implemented method of  claim 1  further comprising receiving contact data and contact rules associated therewith from a second registered participant registered in the first participation category, storing the contact data and contact rules in the database and allowing access to the stored contact data to at least the first subset of the other registered participants subject to the contact rules. 
     
     
         6 . The computer implemented method of  claim 5  wherein the contact data comprise identification of one or more consumers to which marketing content could be presented, the contact rules defining a first duration for which at least a portion of the contact data identifying a first subset of the one or more consumers may be exclusively accessed by any one registered participant of the first subset of the other registered participants to present marketing content to the first subset of the one or more consumers, a second duration for which at least a portion of the contact data identifying a second subset of the one or more consumers may be exclusively accessed by any one registered participant of the first subset of the other registered participants subsequent to the presentation of marketing content to the second subset of the one or more consumers, a third duration for which at least a portion of the contact data identifying a third subset of the one or more consumers may be exclusively accessed by any one registered participant of the first subset of the other registered participants subsequent to the presentation of marketing content to the third subset of the one or more consumers having demonstrated an interest in the presented marketing content, or a combination thereof. 
     
     
         7 . The computer implemented method of  claim 1  further comprising receiving contact data and contact rules associated therewith from a second participant registered in the second participation category, storing the contact data and contact rules in the database and preventing access to the stored contact data by other registered participants of the plurality of registered participants. 
     
     
         8 . The computer implemented method of  claim 1  further comprising:
 receiving an indication from one registered participant to join at least one marketing network of the plurality of marketing networks and updating the respective participant record in accordance therewith. 
 
     
     
         9 . The computer implemented method of  claim 1  further comprising:
 receiving second marketing content and second content rules associated therewith from a second registered participant registered in the first participation category, storing the second marketing content and second content rules in the database and allowing access to the stored second marketing content to at least a second subset of other registered participants of the plurality of registered participants not registered in the first participation category and belonging to a second marketing network of the plurality of marketing networks to which the second registered participant also belongs subject to the second content rules; and 
 receiving second funding data and second funding rules associated therewith from the second registered participant and storing the second funding data and second funding rules in the database, the second funding data specifying second funds available to at least indirectly fund at least a portion of at least one of the plurality of marketing activities by at least one registered participant of the second subset of other registered participants with respect to the second marketing content subject to the second funding rules. 
 
     
     
         10 . The computer implemented method of  claim 9  wherein the first subset of other registered participants is different from the second subset of other registered participants. 
     
     
         11 . The computer implemented method of  claim 1  wherein the first marketing content comprises marketing collateral for an advertising campaign to present the first marketing content to one or more consumers, the campaign to be conducted by the marketing system via electronic mail, postal mail, by telephone, via a web page, or a combination thereof. 
     
     
         12 . The computer implemented method of  claim 11  further comprising:
 executing the advertising campaign to present the first marketing content to the one or more consumers on behalf of at least one of the registered participants belonging to the first marketing network. 
 
     
     
         13 . The computer implemented method of  claim 1  wherein the first content rules define at least an extent to which the first marketing content may be modified by a registered participant of the first subset of other registered participants, a duration for which the first marketing content may be exclusively accessed by a registered participant of the first subset of other registered participants, a cost to purchase the first marketing content by a registered participant of the first subset of other registered participants, or a combination thereof. 
     
     
         14 . The computer implemented method of  claim 1  wherein the first funding rules define at least one condition upon which at least a portion of the first funds may be provided to a registered participant of the first subset of other registered participants to fund the at least one of the plurality of marketing activities with respect to the first marketing content. 
     
     
         15 . A system for facilitating centralized management, by a marketing system, of a provision of marketing content to one or more consumers, the system comprising:
 a registration processor operative to register each of a plurality of participants with the marketing system as being in one or more of a first participation category or a second participation category, wherein a participant registered in the first participation category comprises an originator of one or more products or services for sale to the one or more consumers and a participant registered in the second participation category comprises a reseller of the one or more products or services to at least a subset of the one or more consumers;   a database stored in a memory coupled with the registration processor and operative to store a plurality of participant records, each of the plurality of participant records being associated with one of the plurality of registered participants and storing participant data characterizing the associated participant as being registered in one of the first and/or second participation categories, each of the plurality of participant records further storing network data indicative of the associated participant belonging to at least one marketing network of a plurality of marketing networks;   a marketing content processor coupled with the memory and operative to receive first marketing content and first content rules associated therewith from a first registered participant registered in the first participation category, store the first marketing content and first content rules in the database and allow access to the stored first marketing content to at least a first subset of other registered participants of the plurality of registered participants not registered in the first participation category and belonging to a first marketing network of the plurality of marketing networks to which the first registered participant also belongs subject to the first content rules; and   a funding processor coupled with the memory and operative to receive first funding data and first funding rules associated therewith from the first registered participant and store the first funding data and first funding rules in the database, the first funding data specifying first funds available to at least indirectly fund at least a portion of at least one of a plurality of marketing activities by at least one registered participant of the first subset of other registered participants with respect to the first marketing content subject to the first funding rules to cause the provision of marketing content to the one or more consumers.   
     
     
         16 . The system of  claim 15  wherein the registration processor is further operative to register each of the plurality of participants with the marketing system as being in one or more of the first participation category, the second participation category or a third participation category, wherein a participant registered in the third participation category comprises a facilitator of the sale of the one or more products or services obtained from a registered participant registered in the first participation category to at least a subset of the one or more consumers by one or more registered participants registered in the second participation category. 
     
     
         17 . The system of  claim 16  wherein the marketing content processor is further operative to receive second marketing content and second content rules associated therewith from a second registered participant registered in the third participation category, store the second marketing content and second content rules in the database and allow access to the stored second marketing content to at least a second subset of other registered participants of the plurality of registered participants belonging to a second marketing network of the plurality of marketing networks to which the second registered participant also belongs subject to the second content rules. 
     
     
         18 . The system of  claim 16  wherein the funding processor is further operative to receive second funding data and second funding rules associated therewith from the second registered participant and store the second funding data and second funding rules in the database, the second funding data specifying second funds available to at least indirectly fund at least a portion of at least one of the plurality of marketing activities by at least one registered participant of the first subset of other registered participants with respect to the first marketing content subject to the first funding rules. 
     
     
         19 . The system of  claim 15  further comprising a contact processor coupled with the memory and operative to receive contact data and contact rules associated therewith from a second registered participant registered in the first participation category, store the contact data and contact rules in the database and allow access to the stored contact data to at least the first subset of the other registered participants subject to the contact rules. 
     
     
         20 . The system of  claim 19  wherein the contact data comprise identification of one or more consumers to which marketing content could be presented, the contact rules defining a first duration for which at least a portion of the contact data identifying a first subset of the one or more consumers may be exclusively accessed by any one registered participant of the first subset of the other registered participants to present marketing content to the first subset of the one or more consumers, a second duration for which at least a portion of the contact data identifying a second subset of the one or more consumers may be exclusively accessed by any one registered participant of the first subset of the other registered participants subsequent to the presentation of marketing content to the second subset of the one or more consumers, a third duration for which at least a portion of the contact data identifying a third subset of the one or more consumers may be exclusively accessed by any one registered participant of the first subset of the other registered participants subsequent to the presentation of marketing content to the third subset of the one or more consumers having demonstrated an interest in the presented marketing content, or a combination thereof. 
     
     
         21 . The system of  claim 15  further comprising a contact processor coupled with the memory and operative to receive contact data and contact rules associated therewith from a second participant registered in the second participation category, store the contact data and contact rules in the database and prevent access to the stored contact data by other registered participants of the plurality of registered participants. 
     
     
         22 . The system of  claim 15  wherein the registration processor is further operative to receive an indication from one registered participant to join at least one marketing network of the plurality of marketing networks and update the respective participant record in accordance therewith. 
     
     
         23 . The system of  claim 15  wherein:
 the marketing content processor is further operative to receive second marketing content and second content rules associated therewith from a second registered participant registered in the first participation category, store the second marketing content and second content rules in the database and allow access to the stored second marketing content to at least a second subset of other registered participants of the plurality of registered participants not registered in the first participation category and belonging to a second marketing network of the plurality of marketing networks to which the second registered participant also belongs subject to the second content rules; and wherein 
 the funding processor is further operative to receive second funding data and second funding rules associated therewith from the second registered participant and store the second funding data and second funding rules in the database, the second funding data specifying second funds available to at least indirectly fund at least a portion of at least one of the plurality of marketing activities by at least one registered participant of the second subset of other registered participants with respect to the second marketing content subject to the second funding rules. 
 
     
     
         24 . The system of  claim 23  wherein the first subset of other registered participants is different from the second subset of other registered participants. 
     
     
         25 . The system of  claim 15  further comprising a campaign processor operative to conduct at least one advertising campaign, and wherein the first marketing content comprises marketing collateral for an advertising campaign to present the first marketing content to one or more consumers, the campaign to be conducted by the campaign processor via electronic mail, postal mail, by telephone, via a web page, or a combination thereof. 
     
     
         26 . The system of  claim 25  wherein the campaign processor is further operative to execute the advertising campaign to present the first marketing content to the one or more consumers on behalf of at least one of the registered participants belonging to the first marketing network. 
     
     
         27 . The system of  claim 15  wherein the first content rules define at least an extent to which the first marketing content may be modified by a registered participant of the first subset of other registered participants, a duration for which the first marketing content may be exclusively accessed by a registered participant of the first subset of other registered participants, a cost to purchase the first marketing content by a registered participant of the first subset of other registered participants, or a combination thereof. 
     
     
         28 . The system of  claim 15  wherein the first funding rules define at least one condition upon which at least a portion of the first funds may be provided to a registered participant of the first subset of other registered participants to fund the at least one of the plurality of marketing activities with respect to the first marketing content. 
     
     
         29 . A system for facilitating centralized management, by a marketing system, of a provision of marketing content to one or more consumers, the system comprising a processor and a memory coupled therewith, the system further comprising:
 first logic stored in the memory and executable by the processor to register each of a plurality of participants with the marketing system as being in one or more of a first participation category or a second participation category, wherein a participant registered in the first participation category comprises an originator of one or more products or services for sale to the one or more consumers and a participant registered in the second participation category comprises a reseller of the one or more products or services to at least a subset of the one or more consumers;   a database stored in the memory coupled with the first logic and operative to store a plurality of participant records, each of the plurality of participant records being associated with one of the plurality of registered participants and storing participant data characterizing the associated participant as being registered in one of the first and/or second participation categories, each of the plurality of participant records further storing network data indicative of the associated participant belonging to at least one marketing network of a plurality of marketing networks;   second logic stored in the memory and executable by the processor to receive first marketing content and first content rules associated therewith from a first registered participant registered in the first participation category, store the first marketing content and first content rules in the database and allow access to the stored first marketing content to at least a first subset of other registered participants of the plurality of registered participants not registered in the first participation category and belonging to a first marketing network of the plurality of marketing networks to which the first registered participant also belongs subject to the first content rules; and   third logic stored in the memory and executable by the processor to receive first funding data and first funding rules associated therewith from the first registered participant and store the first funding data and first funding rules in the database, the first funding data specifying first funds available to at least indirectly fund at least a portion of at least one of a plurality of marketing activities by at least one registered participant of the first subset of other registered participants with respect to the first marketing content subject to the first funding rules to cause the provision of marketing content to the one or more consumers.