“Online marketing partnerships” isn’t a catchy term you hear bantered around much. It might not have the popularity of blogs, wikis, and the rest of the social media darlings but when it comes to producing results online marketing partnerships is a topic that definitely warrants some serious attention.
Here’s an example that came out of a conversation I had with Ron Kunitzky of Geyser Marketing this morning about the impact online distribution partnerships can have. (Disclaimer: Ron is helping me put together the AIMS online partnership event on Nov. 1st) Wengersdirect.com is a division of a Canadian watch & jewelery company that recently decided to sell online in the US Market. They had no major distribution in the United States and wanted their newly created e-commerce website to be the vehicle for getting their products in to the market. Sales to date have been slow and steady, yet a recent distribution partnership with Amazon.com has spiked their sales tremendously and as of last week, that channel alone is now bringing in 50% of their overall revenue. When faced with the cost of building and marketing their web property the cost of partnering with Amazon.com made a lot of sense. And with 50% of their sales coming from this channel it looks to be paying off for them.
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