AFFINITY MARKETING

Affinity Marketing

Affinity Marketing (or Partnership Marketing) is a targeted way of marketing products and services. By linking complementary brands, it can develop them into lasting partnerships and strategic alliances.

Affinity marketing traces its recent roots to the 1990s affinity boom, when credit card companies partnered with charities to provide consumers with a charity branded credit card. The charity benefits from increased brand loyalty and brand awareness and a boost to revenues; typically through a fixed commission for each new card. The credit card company meanwhile benefits from increased revenue, generated by more customer relationships.

Affinity marketing has since been evolving far beyond its original remit; most commonly in direct marketing, in what is termed as a second affinity boom through the use of data and customer contact lists. Within this context for example, a famous car repair chain recently partnered with a well-known insurance company and was able to mail the insurance company's database to offer a unique benefit, in this instance 25% off a car service. This gave the insurance company's customers access to a competitive deal unavailable to the mass market, whilst the car repair chain benefited from access to hundreds of thousands of car owners they would otherwise not have been able to mail.

"The concept of Affinity marketing needs a boost from customized and digital marketing solutions. A professional SEO company is the modernized technique for an apt Affinity marketing strategy. Considering the return on Investment factor in mind, an internet marketing expert is the call of the hour. Your search for the best SEO company in respect to Affinity marketing ends with us."before the heading "Parties Within An Affinity Partnership".

Affinity Partnerships consist of two parties. The first party known as the 'affinity group'; seeks to add value to its existing customers, members or donors by promoting products and services they don't currently sell, for example financial services. The second party known as the 'product supplier'; seeks to acquire new customers by using the strength of another organization's relationship with its customers, through which to distribute its product or service. The aim of a brand wishing to add value is to generate new income and build upon existing customer relationships. Meanwhile, the aim of the product or service supplier is to build and develop new customer relationships through the existing distribution channels of a third party affinity partner.

Summary

Affinity Marketing is essentially the process of bringing brands together in order to achieve common goals.  If your objective is to acquire new customers by utilising the strength of another organisations relationship with its customer, or if your aim is to add value to your own customer proposition, we can help.