As consumers increasingly use media content to discover and search for products and brands online, publishers are working to find an increasingly meaningful place in the customer journey. Publishers are developing e-commerce strategies that now position them as retailer and brand partners capable of increasing conversions. Marketers perceive publisher partnerships as valuable ways to shorten the conversion funnel.
How do publishers monetize through e-commerce?
Mostly through affiliate business partnerships with brands and dealers. But new content use cases and strategies are emerging, including those provided by social commerce and affiliate-led online marketplaces.
What Drives Affiliate Marketing Revenue Growth in 2020?
Thanks to the pandemic, 2020 has been a huge year for revenue growth in the affiliate marketing channel. This growth has been driven by increased consumer e-commerce spending, increased numbers of online shoppers, and increased marketer demand for results-based performance.
How are affiliates evolving as a performance marketing channel?
The affiliate channel is still primarily used as a performance marketing channel, largely based on last click referral and commission based payment models. But some affiliate network platforms are becoming more technically sophisticated, offering multi-touch referral tools that allow marketers to reward publishers’ touch points throughout the conversion funnel. Likewise, although most deals are still paid on a cost-per-action (CPA) basis, publishers are also attracting more fixed-fee deals and hybrid deals.
What does this report contain? This report looks at how publishers are growing e-commerce monetization through the affiliate channel, and how their visibility in the channel is helping drive the evolution in affiliate marketing, as commerce and content continue to converge.