Browse Definitions:
Definition

affinity marketing

Affinity marketing is a type of direct marketing in which a business forms a partnership with an organization to provide goods or services in exchange for access to a new market. In this type of campaign, two parties – the affinity group (made up of people linked by a common interest or goal) and the business providing the group with a product or service – link their brands in a mutually beneficial way.

With affinity marketing, the business providing the product or service gains new customers by capturing a larger audience. The opposite of competitive marketing, affinity marketing aims to boost brand loyalty and market awareness of products and services for all involved parties.

Businesses that team up with affinity groups might vary in size and focus. Affinity groups include unions, sports teams, non-profits and charities, and companies that focus on specific demographics. The groups typically have a strong connection with a large number of consumers who potentially can be targeted more easily than by way of a traditional marketing process.

Two business organizations also can be affinity partners. In a partnership between a grocery store and a bank, shoppers might receive offers to open a credit card in the store. The bank’s goal might be to increase its market share and improve its branding while the store might be looking to boost customer loyalty by offering a reward program with a new credit card. Hotels and airlines often forge similar partnerships with financial institutions.

Affinity marketing offers a perceived reduction of risk for group members who might sign up for an insurance policy, for instance, if other members of the group are doing so, or customers might sign up for an offer if it came from an alumni association or credit card company. In some cases, there might also be a perception that the group has buying power or that members of certain groups (i.e., teachers, police, etc.) should get a good price for something.

To ensure an effective affinity partnership, marketing teams need to focus on finding the right partner with complementary, but non-competitive, offerings and access to the company’s target market audience. Additionally, affinity marketing campaigns require teams of strategists and negotiators to ensure strong partnerships. The benefits should be clear for both sides, and they should establish terms and responsibilities to ensure partners’ goals are in sync.

This was last updated in July 2017

Continue Reading About affinity marketing

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • vulnerability disclosure

    Vulnerability disclosure is the practice of publishing information about a computer security problem, and a type of policy that ...

  • incident response

    Incident response is an organized approach to addressing and managing the aftermath of a security breach or cyberattack, also ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

  • flash memory

    Flash memory, also known as flash storage, is a type of nonvolatile memory that erases data in units called blocks.

  • NAND flash memory

    NAND flash memory is a type of nonvolatile storage technology that does not require power to retain data.

  • NOR flash memory

    NOR flash memory is one of two types of nonvolatile storage technologies.

SearchSolidStateStorage

  • hybrid hard disk drive (HDD)

    A hybrid hard disk drive is an electromechanical spinning hard disk that contains some amount of NAND Flash memory.

Close