Affiliate commerce is not new to many publishers, nor is it to marketers. But more content publishers are entering the affiliate marketing space, creating new opportunities for performance marketers to reach high-quality audiences through high-quality content. Meanwhile, the affiliate model itself is evolving. Some affiliate networks now offer marketers more ways to outsource sales to multiple publisher touch points along the purchase path.
Traditionally, affiliate channel publisher types have been coupon, cashback, loyalty, price comparison, and review sites. But that has changed as more publishers of high-quality content — such as the traditional publisher brands under Meredith Corporation, Hearst Corporation, Condé Nast, and digital media publishers such as BuzzFeed and Vox Media — enter the space. Influencers have also been active on the affiliate channel in recent years. In fact, the affiliate channel now offers marketers significantly more unique and interactive content partners than was previously available.
“The affiliate space has evolved significantly beyond transactional campaigns with the rewards type of partner. Now, you have the weight of these editorial brands reviewing products,” said David A. Yovanno, CEO of Impact Network Affiliate Network.
Most of the publishers we interviewed for Publishers and Commerce 2021 The report said the majority of e-commerce revenue comes from affiliate partnerships — commissions earned on conversions or clicks you pay to a brand or retailer through affiliate links placed in content on their sites or other channels, such as their social media accounts and online newsletters. E-mail.
A marketer’s perception of an affiliate or partner marketing channel may change as the types of publishers in the channel vary.
“Now that it is shown that content can be a physical component of revenue building, the affiliate channel is in a position to take its rightful place at the CMO table. It is seen as a coupon and refund channel, but It is no longer the case.
In a May 2020 Gartner survey, 65% of B2C marketing executives worldwide expected to increase spending in affiliate or partner marketing in 2021, while only 21% planned to reduce it.