Collaborative marketing: what it is, strategies and examples

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This is the key to low-cost promotional campaigns. But be careful, because although saving on advertising costs is one of its main advantages, collaborative marketing goes much further.


Collaborative marketing can become a great way of communication between the company and its target audience, especially if we take into account that the presence of companies on social networks has increased greatly in recent times.



What is collaborative marketing?
Involvement. Collaborative marketing is the type of marketing that involves other people with your brand, whether they are industry professionals, like-minded individuals or consumers themselves.

This cooperative relationship becomes a win-win in any of its forms:

In the case of agreements between professionals in the same sector, it may involve an exchange of followers or free promotion for both,
Like-minded people often enjoy the free product in exchange for a referral
And finally, consumers are able to be heard by brands so that their requests are met, forcing products to adapt more and more to their real needs.

In other words, we could define collaborative marketing as a communication strategy based on human relations whose objective is to gain brand visibility and nurture relationships with both your clients and your target audience.


Advantages of collaborative marketing
Just so you can see that we're not bluffing, we're going to share some objective architects email database data with you (you know, numbers don't lie):

Advantages of collaborative marketing

70 % of consumers acknowledge that their commitment is stronger to brands that take their opinion into account.
64 % of consumers admit that they are more likely to purchase a product that they have collaborated on during its creation process.
43 % of brands have increased their sales thanks to the adaptation of their products to market demands.
Companies that choose to consult and take into account the ideas of their consumers increase customer loyalty by up to 42% .


What? How are you?

Crazy, right? Well, if we translate these numbers into the benefits that collaborative marketing brings to your company, you're going to like it even more:



1 - Increases consumer loyalty.

You know, familiarity breeds affection. That's why if you maintain constant and sustained communication over time with your audience, you'll be able to win their hearts (and their wallets) and better define your buyer persona .



2 - Reinforces brand identity.

Responding to your followers' questions and suggestions increases your company's reputation and improves its image. You have to know how to listen and help your target audience, whether through surveys, private messages or a good content strategy .



3 - It helps you build community.

The use of social media within a collaborative marketing strategy encourages participation and a sense of belonging among users. Followers identify with the brand ideology and feel part of the 'tribe' that revolves around it.


4 - It represents savings in promotional expenses.

Getting your audience to become advocates for your brand is the most profitable, effective and economical form of advertising you can get, whether through commercial agreements with other companies or through personal recommendations from your clients.



5 - Encourages creativity and innovation.

Through user interaction and input, new ideas and insights emerge that can be worked on to better meet market needs. The result is the creation of a product that brings more value to your customers and, therefore, leaves the rest of your competitors behind.



6 - Ensures better results when launching new products/services.

There's nothing like involving the public in the process of creating or promoting a product to improve its reception. Call it attachment, reciprocity or gratitude. The truth is that it works wonderfully.