Cross-marketing is an innovative method of promotion of products. It is based on the principle of interaction of several companies united for advance of group of goods. The companies unite the resources and opportunities to achieve their more effective use.
Description
This type of marketing appeared in the 1990s. Leading experts in this area note that together with it there came the new era of business. Manufacturing companies realized that their success partly depends on other firms. Qualitative partnership is capable to bring more good results.
Cross-marketing projects actively use mobile network operators and producers of smartphones. Suggesting to get a "device + unlimited Internet" package at the favorable price.
For example, the market of detergents for dishwashers will grow only if sales of cars increase. Therefore it is favorable to manufacturers of equipment and the washing powders to unite the advertizing companies and to form the new culture of housekeeping with use of the modern kitchen equipment.
Advantages of cross-marketing
Joint advertizing projects allow to cut down costs on their carrying out. In certain cases the budget of each party can be reduced almost twice. It is reached due to joint rent of the platform, production of the general booklets, joint hiring of promoters, cost sharing on media promotion of the project, etc.
Considerable economy in cross-marketing projects is reached due to optimization and cost sharing on media advertizing as this article of the budget, usually is the most powerful.
The first serious result was received from cross-marketing projects in 1984. Then cooperation of Adobe Systems and Apple allowed to accelerate development of the market of software products and to bring him to new level.
One more advantage of cross-marketing is that it allows to expand the number of contacts with target audience. It occurs because one advertizing message draws attention of potential consumers of two groups of goods at once. Big coverage of the consumer market - the third advantage. Coincidence of advertizing interests is good chance to draw attention of the buyer to the products. Thus, it is possible to take even that audience which did not consider for itself the possibility of acquisition of any given goods earlier. For example, the person who is not recognizing sports clothes style it will become hardly frequent to visit specialized sporting goods store. However, he can be keen on a healthy lifestyle and visit fitness club. The joint action of club and producers of sneakers will help the last to draw attention of the consumer.