Gaining exposure through partner deals

Share this content:
What would you give for customers' undivided attention?
What would you give for customers' undivided attention?

DMNews ran two different news stories today alone involving e-commerce partnership deals. E-commerce leader Amazon announced that Target will carry its Kindle e-reader device in stores beginning this weekend, starting in Florida and Minnesota locations as a test.

Separately, Visa announced it acquired e-commerce payment processor CyberSource for $2 billion in cash. Visa bought the electronic payment company to increase the use of Visa debit, prepaid and credit cards for online purchases and to accelerate the e-commerce industry's growth at large, according to a Visa statement.

The acquisition will also expand CyberSource's international business, according to the statement. Most of the company's revenues are earned in the US. CyberSource plays a role in processing 25% of all e-commerce dollars transacted in the US, according to Visa. It also counts British Airways, Home Depot, Facebook and Google as clients, according to a statement from Visa.

In both cases, these companies reached out to a leader in the market with a significant footprint in order to expose their products and services to more customers. And both did so by reaching beyond their own distribution channels and capabilities.

In Amazon's case, the Kindle e-reader Target distribution is a bid to compete against the Apple iPad, sold in Apple stores and at big box electronics retailer Best Buy, and Barnes & Noble's Nook e-reader. In fact, B&N announced just last week that it too would sell its product at Best Buy.

E-commerce and luxury retail sales outperformed all other retail and service categories in March, up 18.4% year-over-year. It was the category's eighth consecutive month of double-digit growth, healthy in this environment. In fact, just reported a 68% year-over-year increase in first quarter net income to $299 million. Despite these growth indicators, major companies like Visa and Amazon realize they need to continue to market their products and pair up with industry leaders to garner a greater share of increasingly competitive markets.

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above