Affinity marketing

From Wikipedia, the free encyclopedia
Jump to: navigation, search

Affinity marketing (also called partnership marketing) is an approach to marketing that involves multiple organizations forming a partnership to attract customers who may have an interest in what those organizations are selling.[1] The partnering organizations usually have some relation among their products such that a common target audience would be interested in product offerings among all the partners; such a relation or common target audience is termed an affinity. Affinity may also refer to the customer's feeling of affinity for one or more of the partnership's products or brands.[2] Affinity marketing programs have three parts: cross-endorsements among the partnering organizations, shared incentives for participation among the organizations and enhancement package of benefits for the customers.[3]

An example of affinity marketing would be a credit card company partnering with a professional sports team to place the team's logo on the credit card, team members endorsing the card, and an enhancement package consisting of bonus points earned going toward discounts on team events or merchandise.[3] The target audience would be people interested in the use of a credit card who like the team. The shared incentives would be more credit card usage and brand loyalty for the bank and more event and merchandise purchases for the sports team. The sports team may also receive a share of transaction volume on the cards.

Another example is a telecommunications service company partnering with an airline operator to offer discounts or bonuses on roaming plans for frequent flyers.[4]

In 2014, Dunkin' Brands announced a multi-year partnership with Liverpool F.C. to promote both brands together.[5][6]

In e-commerce, affinity marketing takes the form of sharing referrals among partners through banner ads, icons and hyperlinks.[2] Web search engines may participate in affinity marketing by selling links to keyword searches. Among the goals of e-commerce affinity marketing partnerships are to increase website visibility, increase website traffic and boost sales. Web-based affinity partnerships often attempt to improve affinity marketing by personalizing advertisements according to information learned about customers.[2]


  1. ^ Dacko, Scott (2007). The Advanced Dictionary of Marketing : Putting Theory to Use: Putting Theory to Use. Oxford University Press. pp. 22–23. ISBN 9780191536649. 
  2. ^ a b c Emigh, Jacqueline (Sep 27, 1999). "Affinity Marketing". Computerworld: 64. Retrieved 18 January 2014. 
  3. ^ a b Linda E. Swayne, Mark Dodds (2011). Encyclopedia of Sports Management and Marketing, Volumes 1-4. SAGE. pp. 34=36. ISBN 9781412973823. 
  4. ^ Dharmakumar, Rohit (Jun 17, 2010). "Building Business From a Telephone". Forbes India Magazine. Retrieved 2014-01-20. 
  5. ^ "Dunkin' Brands Announces Global Marketing Partnership With Liverpool Football Club". Liverpool. The Jarkarta Post - PR Newswire. Jan 16, 2014. Retrieved 2014-01-21. 
  6. ^ "Liverpool agree global partnership with Dunkin' Donuts". Liverpool. The Telegraph. 16 Jan 2014. Retrieved 2014-01-21.