Definition of Cross-Promotion

Cross-promotion is a marketing strategy where two or more brands collaborate to promote each other’s products or services, leveraging their respective audiences for mutual benefit. This approach allows businesses to tap into new customer bases, increase visibility, and save on marketing costs. Cross-promotion can occur across various channels, including social media, websites, newsletters, and events.


The phonetics of the keyword Cross-Promotion can be represented as: K-R-O-S – P-R-O-M-O-H-T-E-N

Key Takeaways

  1. Cross-promotion is a mutually beneficial marketing strategy, where businesses cooperate to promote each other’s products or services to increase visibility, reach new audiences, and ultimately boost sales.
  2. Cost-effective and efficient, cross-promotion requires fewer resources compared to traditional marketing methods, and it allows businesses to leverage each other’s existing customer base for mutual growth.
  3. Effective cross-promotional campaigns require clear communication, goal alignment, and proper planning to ensure that both partners provide value to their shared audience, and the partnership results in a positive experience for customers.

Importance of Cross-Promotion

Cross-promotion is an essential aspect of digital marketing, as it enables businesses to expand their reach, engage with broader audiences, and maximize their marketing efforts efficiently.

By collaborating with related, non-competing brands, or leveraging different marketing channels and platforms, companies can tap into new customer bases, increase brand awareness, and generate higher sales.

This collaborative strategy not only helps in cost-cutting, but it also adds value to the customers by offering them relevant and quality content from multiple sources.

Additionally, cross-promotion fosters stronger business relationships and fosters an environment of shared success, further solidifying the importance of this strategically advantageous marketing approach.


Cross-promotion serves as a strategic approach to marketing where two or more businesses or brands collaborate to increase their audience reach and brand exposure. This technique is primarily aimed at tapping into new customer segments, often within a complementary market or industry, by pooling resources and leveraging each other’s strengths.

The purpose of cross-promotion is to enhance brand visibility, engagement, and ultimately boost sales and revenue generation for all parties involved. By showcasing each other’s products, services or content through various digital marketing channels like social media, email marketing, or joint-events, the collaborating brands can offer added value to their respective clients, without cannibalizing their market share.

The primary utility of cross-promotion lies in its cost-effective nature, enabling smaller businesses and startups to make significant marketing strides without requiring massive investments. Not only does it facilitate growth opportunities by capitalizing on established networks, but it also fosters a spirit of cooperation and innovation in the industry, as each partner contributes unique perspectives and expertise.

Collaborative marketing campaigns are often known to garner greater traction and appeal, as they offer diversified solutions and fresh insights to the target audience. Ultimately, cross-promotion harnesses the power of collective resources and knowledge, empowering brands to optimize their visibility, credibility, and market positioning while developing thriving, long-term partnerships.

Examples of Cross-Promotion

Brand Collaboration: One popular example of cross-promotion is the collaboration between Spotify and Starbucks. In 2015, both brands teamed up to create a unique in-store music experience for Starbucks customers. Spotify users could access Starbucks’ specialized playlists, while Starbucks mobile app users had access to Spotify’s extensive music library. This partnership helped both companies gain exposure and attract new users to each other’s platforms.

Social Media Influencers: Dove’s Real Beauty campaign is another impressive cross-promotion example. Dove partnered with several well-known social media influencers and celebrities to promote the campaign’s message of embracing natural beauty and self-esteem across various platforms. These influencers shared their personal experiences and encouraged their followers to partake in the conversation, ultimately expanding the reach and impact of Dove’s campaign.

Co-branded Products: GoPro and Red Bull have a long-standing partnership that has led to several cross-promotional campaigns. Both brands are known for their connection to extreme sports and adventure. By combining their efforts, they have created co-branded events and content, such as the “Red Bull Stratos” project, where professional skydiver Felix Baumgartner broke several world records during a supersonic freefall from the edge of space. This collaboration allowed both brands to benefit from each other’s audiences and solidified their joint image as a source of adrenaline-packed experiences.

Cross-Promotion FAQ

What is cross-promotion?

Cross-promotion is a marketing strategy where two or more businesses collaborate to promote each other’s products or services. They leverage their partnership to reach a larger audience and gain exposure in new markets. Cross-promotion can happen between businesses in the same or different industries, allowing both parties to benefit from the collaboration.

What are the benefits of cross-promotion?

The benefits of cross-promotion include increased brand awareness, reaching new target audiences, and sharing marketing costs. By partnering with a complementary business, both companies can leverage the other’s customer base to increase sales and customer engagement. Cross-promotion is also an effective way to build relationships with other businesses and create a sense of community within an industry.

What are some examples of cross-promotion?

Examples of cross-promotion include a fashion retail store collaborating with a footwear brand to offer a discount on shoes with the purchase of a dress, a bakery and a coffee shop offering a special breakfast combo, or a gym partnering with a health food store to encourage members to buy healthier products. The possibilities for cross-promotion are virtually limitless, and it’s essential to be creative and find partnerships that make sense for your business and target audience.

How do I choose a cross-promotion partner?

To choose a cross-promotion partner, start by identifying businesses that offer complementary products or services. Consider their target audience and if it overlaps with your target market. Reach out to the potential partners and pitch the idea of a collaboration, highlighting the mutual benefits for both businesses. When discussing the partnership, establish clear goals, expectations, and responsibilities, and ensure that both parties are committed to the cross-promotion effort.

Can cross-promotion work for online businesses?

Yes, cross-promotion can work for online businesses as well. For instance, you can leverage joint email marketing campaigns, social media collaborations, or affiliate partnerships, in which both businesses promote each other’s products and services using their online platforms. The key is to find the right partner who shares a similar target audience and goals, which allows for mutually beneficial marketing efforts.

Related Digital Marketing Terms

  • Co-Marketing
  • Collaborative Advertising
  • Integrated Marketing Campaign
  • Brand Partnership
  • Multi-Channel Promotion

Sources for More Information

Reviewed by digital marketing experts

More terms

Guides, Tips, and More