If there was to be a bellwether for the state of e-commerce, affiliate marketing could probably be a good match, given the way it has sustained brands and advertisers. Not surprisingly, a 2020 Forrester Research survey found that a majority of brands and advertisers list affiliate marketing among the top three channels for customer acquisition and revenue generation. Yet, affiliate marketing is fraught with problems as well. Black hat marketing, unfounded claims, misleading ads, etc. have led to increased concern related to brand safety, the tipping point of which was probably 2017. Since then Google, Facebook, Mozilla and prominent affiliate networks have brought in tighter norms that protect brands and deter ad malpractices. One of the evident results is the stricter standards for push notifications, which are expected to do away with all bad affiliates or at the least those aiming to make a quick buck with questionable ad practices.
A relatively unexplored area is affiliate marketing in the B2B category where there’s a lot of growth potential when brands and advertisers are able to connect with the right affiliates. Given the longer timeframe in seeing results, this segment isn’t popular with many good affiliates. But with a little persistence and patience, B2B affiliate marketing has high long-term growth prospects. Finally, affiliate marketing wouldn’t have been successful without the contribution of important influencers whom brands and advertisers consider very important in driving sales.
The ETBrandEquity.com Affiliate Marketing Summit has been conceived to explore the above and other relevant ideas that matter in affiliate marketing, making the event contemporary and thus important to those who are involved with this marketing strategy.