Partner marketing – what is it and glossary.
There are lots of different names for partner marketers – channel, eco-system alliances, and partner marketing.
As you will discover working in this space there are many varied terms used for companies working together depending on how they work together. But as you will see below, they all overlap and at the crux is multiple companies working together. Let’s look at them:
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Eco–system marketing – Ecosystem marketing is the process of positioning your idea, message, or product in the right ecosystems to gain visibility, engage prospects, capture attention, and create customers. (Kotler, 2019)
Ingredient-branding – Complementary brands without conflict working together. They product goes inside the main product e.g. eggs in a cake or a processor in a PC and even though you cannot see them their quality message carries over to the brand they are inside. (Kestenbaum, 2018: online)
Partnership marketing – Collaborating with a person or business because they have a relationship with an area of a market you are interested in selling to. (Mycustomer.com, 2020).
Channel marketing – Finding partners to distribute products around different markets and grow the customer base. (DeMetas, 2020: online).
Co-marketing – Two companies collaborate on promotional efforts for a co-branded offer. (Hubspot 2020: online)