Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena

Mekonnen, A. 2016. Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena. in: Ozuem, W. and Bowen, G. (ed.) Competitive Social Media Marketing Strategies IGI Global.

Chapter titleDigital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena
AuthorsMekonnen, A.
EditorsOzuem, W. and Bowen, G.
Abstract

Integration of digital marketing into overall business strategy is no longer an option, it is imperative for success. Yet, not all have tapped into this. Another opportunity that could leverage an organisation in today's competitive environment is affinity marketing. Successful implementation of affinity marketing has the potential to enhance participation, raise revenue, increase retention and provide a mutually beneficial arrangement for the partners involved. Yet, despite its appeal and the popularity it achieved in the late 1980s and early 1990s, uptake of the scheme has slowed down. Whilst some affinity partners have embraced digital marketing to an extent, most are not using it effectively to drive and sustain their affinity marketing scheme. Cognisant that affinity marketing is still a lucrative area, this chapter sets forth a digital marketing strategy for affinity marketing, e-affinity marketing, as this is where the added value for the 21st century customer is envisioned.

Book titleCompetitive Social Media Marketing Strategies
Year2016
PublisherIGI Global
Publication dates
Published2016
ISBN9781466697775
Digital Object Identifier (DOI)https://doi.org/10.4018/978-1-4666-9776-8.ch001

Related outputs

Digital Marketing in Luxury Fashion: From Crisis to Strength
Mekonnen, A. and Larner, L. 2021. Digital Marketing in Luxury Fashion: From Crisis to Strength. in: Ozuem, W. and Ranfagni, S. (ed.) The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces Palgrave Macmillan. pp. 199-219

‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands
Mekonnen, A. and Larner, L. 2018. ‘Exclusivity dared’, Impact of digital marketing on luxury fashion brands. in: Ozuem, W. and Azemi, Y. (ed.) Digital Marketing Strategies for Fashion and Luxury Brands IGI Global. pp. 165-177

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