Reciprocal marketing
Reciprocal marketing describes a situation in which two businesses promote each other to gain a mutual benefit.
Such marketing, common in the tourism industry, emerged in a new form in the 1990s and continued in the mid-2000s in electronic retail. In the online business world, reciprocal marketing is also known as reciprocal linking: the most common application involves placing links on another company's Web site. A similar concept for Internet businesses is affiliate marketing; it occurs when one of the businesses involved in a reciprocal marketing arrangement pays the other for traffic or sales generated through a link. In the brick-and-mortar business world, reciprocal marketing is commonly known as co-op marketing, cross-promotion, or collaborative marketing. Reciprocal marketing offers some potential benefits for small business owners. For example, it helps reduce the cost of attracting new customers, adds value to customers' shopping experiences, and is inexpensive to implement compared with many traditional marketing schemes [Inc.com].
Reciprocal marketing includes every tactic in which two businesses promote each other’s products or content, gaining a mutual benefit. Other terms used to describe this are co-marketing, joint marketing, or co-promotion. We are convinced that Reciprocal Marketing is a mandatory tactic for any small business aiming to conquer the online world. It’s the only weapon left in a ‘Winner takes it all’ marketplace where a few companies dominate the world’s search results [Pointerpro.com].
Reciprocal marketing. Pointerpro.com. Retrieved from: https://pointerpro.com/reciprocal-marketing/
Reciprocal marketing. Inc.com. Retrieved from: https://www.inc.com/encyclopedia/reciprocal-marketing.html