Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion.
Then, the second feature i the shared incentives concept which can be in this example the utilization of the credit card and the enhancement of the brand fidelity for the bank.
Furthermore, he knows better his target audience simplified by the fact that he has access to the affinity group's information and has the opportunity to carry out some research programs with its members.
Finally, they protect and enhance their reputation without taking any risks as well as avoiding the costs involved in merchandising directly the product or service.
Again, generally customers are directly satisfied to profit from extra discounts for example, and they become more confident in their choices because of the partnership between their affinity group and the company.
It is due to the fact that some organizations totally refuse to endorse the brand of a company and consider such a partnership as a violation of their dignity.
[5] In the context of e-commerce, affinity marketing consists in sharing referrals by promoting icons and links connected to other websites that meet the customers' needs.
The aim of employing affinity marketing schemes on the internet is to increase sales, enhance website visibility, encourage traffic.
As e-commerce websites tend to increasingly segment the market, some applications analyze the customers' online conduct in order to personalize them and offer them tailored products.
Second, affinity is based on relationships creating a sense of recognition in an organization that doesn't necessary have to exist (for instance a country, a family or an animal).
Last, affinity is correlated to the wish for personally acquiring discounts, or privileges from goods and services sold by a specific organization (self-interest).