We have discussed in previous posts how marketers can independently better measure and understand their cross-channel activities, but increasingly retailers are recognizing the importance and benefit of leveraging partnerships with other retailers, manufacturers and merchandisers. We have solicited advice from two industry experts, Tom Bartley, President of TAB Consulting and Tyler Murray, Global Digital Practice Lead at Saatchi & Saatchi X -- both of whom have lived and breathed cooperative marketing through working with a variety of brands.

In this 4-min recap video, Tyler and Tom discuss the unique opportunities and challenges that online co-op brings:



While co-op advertising does not happen overnight, with thorough education, experimentation, and identifying shared objectives, a retailer and a vendor have the promise of strengthening each of their brands online by working together.

Posted by Julia Tang, the Google Retail Team