Cross-marketing: what is it in simple words
Posted: Wed Jan 29, 2025 9:36 am
The technology called “cross-marketing” or co-marketing began to be actively used in the 90s of the 20th century. This term refers to the unification of several companies for the purpose of cooperation in the field of marketing. This tool immediately showed high efficiency in promoting brands and is especially popular today.
Cross-marketing technology is a outlook email list joint mutually beneficial activity (promotion and sales) carried out by several commercial organizations of various profiles. Co-marketing is a convenient way to sell or promote related services and goods. Companies become partners and develop a common program of actions in the field of marketing. They are not competitors to each other, but their efforts are aimed at a common target audience.
Let's say a fitness center visitor buys a membership and is given a nice bonus in the form of a discount coupon at a sporting goods store. Or the store and the sports center have common discount cards. They have the same clientele - athletes, and both businesses offer related sports services and products. Potential clients are interacted with where they are ready for it.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
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For a cross-marketing strategy to work, the target audiences of both partners must overlap at least partially. That is, for example, it is useless for a hairdressing salon and a fishing goods store to jointly promote themselves.
Each of the cross-marketing partners pursues their own goals: someone wants to get new customers from the partner’s client base, someone is promoting their own brand, etc. The main thing is that their target audiences intersect.
People who do not know the terms often confuse cross-marketing and cross-channel marketing. But these are completely different technologies. The first is the cooperation of two or more companies, the second is the complex use of several advertising channels by one organization in such a way that they enhance each other's effect.
Many consumers, when making purchases, use several communication channels: they talk to a consultant in person in a sales area or office, write to e-mail and messengers, call the office, read the media and see the company's advertising there.
Cross-channel marketing is actively used where the user needs to register or contact the company. They are offered several ways of communication to choose from - from phone to correspondence on social networks - so that everyone can choose what is convenient for them.
How Cross Marketing Works
Let's start with a few illustrative examples of cross-marketing at work. We all come across them almost every day.
For example, in 2014, the BMW i8 entered the automobile market, and to celebrate this event, Louis Vuitton created a new line of travel bags adapted specifically for this car. A joint advertising campaign was conducted by the two brands, which attracted the interest of BMW fans to the bags, and lovers of fashionable things from Louis Vuitton to the BMW model range.
An even more illustrative example, close to our reality, is the promotions in the Perekrestok chain: a discount on jewelry in Sunlight stores for those who buy more than 2 thousand rubles worth of products in the supermarket.
When buying a smartphone, it is not uncommon to be offered a SIM card as a gift; this is almost a common occurrence. Cross-marketing campaigns always involve combining the efforts of companies or brands whose target audiences are the same or overlap.
Thus, lovers of expensive premium items are interested in the products of both BMW and Louis Vuitton, so cross-marketing worked. The buyer of a new phone will certainly want to test all its “chips” and new functions, which will require unlimited Internet, and mobile phone stores offer him a suitable tariff.
The reason for the collaboration between Perekrestok and Sunlight is the location of their retail outlets next to each other, in the same shopping center, so some of their potential clients coincide.
One of the latest examples is the collaboration between Coca-Cola and Realme, who decided to release the “Coca-Cola Phone”.
Cross-marketing technology is a outlook email list joint mutually beneficial activity (promotion and sales) carried out by several commercial organizations of various profiles. Co-marketing is a convenient way to sell or promote related services and goods. Companies become partners and develop a common program of actions in the field of marketing. They are not competitors to each other, but their efforts are aimed at a common target audience.
Let's say a fitness center visitor buys a membership and is given a nice bonus in the form of a discount coupon at a sporting goods store. Or the store and the sports center have common discount cards. They have the same clientele - athletes, and both businesses offer related sports services and products. Potential clients are interacted with where they are ready for it.
Increase Your Profits by 10X: 5 Key Metrics You Must Track
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
After working with over 300 online projects , I can guarantee: monitor these metrics weekly and your company will not only survive, but also increase its profits by 10 times!
In the context of sanctions and crisis, knowing the ROI of your advertising decides whether your business will be successful. Tracking these 5 critical indicators is the key to your prosperity.
What you get for free:
5 Key Metrics to Increase Profits by 220%
The Secret ROI Formula: Instant Advertising Efficiency Calculator
Anti-crisis Solutions Matrix: Find the Perfect Strategy for Your Business in 15 Minutes
We have prepared all the documents and templates with formulas for you. And yes, it is FREE:
Download documents for free
Already downloaded
153416
For a cross-marketing strategy to work, the target audiences of both partners must overlap at least partially. That is, for example, it is useless for a hairdressing salon and a fishing goods store to jointly promote themselves.
Each of the cross-marketing partners pursues their own goals: someone wants to get new customers from the partner’s client base, someone is promoting their own brand, etc. The main thing is that their target audiences intersect.
People who do not know the terms often confuse cross-marketing and cross-channel marketing. But these are completely different technologies. The first is the cooperation of two or more companies, the second is the complex use of several advertising channels by one organization in such a way that they enhance each other's effect.
Many consumers, when making purchases, use several communication channels: they talk to a consultant in person in a sales area or office, write to e-mail and messengers, call the office, read the media and see the company's advertising there.
Cross-channel marketing is actively used where the user needs to register or contact the company. They are offered several ways of communication to choose from - from phone to correspondence on social networks - so that everyone can choose what is convenient for them.
How Cross Marketing Works
Let's start with a few illustrative examples of cross-marketing at work. We all come across them almost every day.
For example, in 2014, the BMW i8 entered the automobile market, and to celebrate this event, Louis Vuitton created a new line of travel bags adapted specifically for this car. A joint advertising campaign was conducted by the two brands, which attracted the interest of BMW fans to the bags, and lovers of fashionable things from Louis Vuitton to the BMW model range.
An even more illustrative example, close to our reality, is the promotions in the Perekrestok chain: a discount on jewelry in Sunlight stores for those who buy more than 2 thousand rubles worth of products in the supermarket.
When buying a smartphone, it is not uncommon to be offered a SIM card as a gift; this is almost a common occurrence. Cross-marketing campaigns always involve combining the efforts of companies or brands whose target audiences are the same or overlap.
Thus, lovers of expensive premium items are interested in the products of both BMW and Louis Vuitton, so cross-marketing worked. The buyer of a new phone will certainly want to test all its “chips” and new functions, which will require unlimited Internet, and mobile phone stores offer him a suitable tariff.
The reason for the collaboration between Perekrestok and Sunlight is the location of their retail outlets next to each other, in the same shopping center, so some of their potential clients coincide.
One of the latest examples is the collaboration between Coca-Cola and Realme, who decided to release the “Coca-Cola Phone”.