Marketing is constantly evolving, which means marketers have to learn a lot of new strategies, tactics, and terminology (ahem, buzzwords) all the time. One of those words you've probably heard is "co-marketing," which ... really ... isn't all that new. It just doesn't get talked about a lot.
But why is that? Not sure. Maybe because it's kind of a weird territory in which marketers act more like networkers and salespeople than email marketers, content creators, and data analysts. Regardless, co-marketing is just a form of relationship marketing. And I think it'd be helpful for other relationship marketers to get a breakdown of what the heck co-marketing really is, and have accessible inroads to get started with it -- even if you don't have connections with industry big-guns.Co-Marketing vs. Co-Branding
Companies have been co-branding for years. Nike partnered up with Apple to create the ultimate work-out and music experience. Hershey's partnered with Betty Crocker to create the chocolateiest brownie ever. These two companies combined their products together to create an even more valuable product.
Co-marketing is slightly different -- it's the opportunity for two brands to work together on promotional efforts with a co-branded offer. In a co-marketing partnership, both companies promote a piece of content or a product, and share results of that promotion with each other.
Why would any brand take part in co-marketing? First of all, your marketing efforts are doubled! Think about all the benefits you get from promoting a piece of content or a new product. Now think about all the benefits you would get if two companies promoted it. And through co-marketing, you're able to reach a brand new audience, one you may not have been able to connect and engage with on your own.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/34188/What-in-the-Heck-Is-Co-Marketing.aspx#ixzz2MJn12qtm
Via Ricard Lloria