Online space has become a phenomenally dynamic place wherein new ways of marketing spring up very year. An online customer is with a specific intent when online – which I call the ‘lean forward’ state. With a specific agenda in mind, many a times, online marketing doesn’t create an impact of recall in the consumer’s mind. Digital marketers have realized this and now adopting affiliate marketing as a part of overall online marketing strategy
In a research, a third of online shoppers surveyed actually began their online shopping process from an affiliate site. Deal shoppers are perceived as lower value customers but study suggests that shoppers via affiliate sites buy in four times a regular times a regular shopper.
47% of shoppers agreed that they are most likely to buy products if it appears on multiple websites. It actually suggests that consumers will actually visit frequently and intention to buy would be higher. Essentially, gone are the days when merchants could afford to treat affiliate marketing simply as a ‘good to have’ channel.
What Affiliate can do
Affiliate marketing has a catalytic effect on the overall sales process of brand. The focused effort in one direction of product promotion with a specific objective brings relevant traffic to the website and generate more leads for brand.
Affiliate marketing is similar to delegation, choosing the right affiliate ensures growth of business and the same marketing efforts gives maximum benefits. Another advantage with affiliate marketing is it doesn’t require huge investment.
What lies ahead?
According to Forrester, affiliate marketing will continue to grow in 2016, estimating $4.5 billion spending. Mobile commerce experts from eMarketer have projected revenue through mobile purchase to be over $100 billion by 2017.
As an affiliate marketer or publisher, you need to adapt your website and/or app by a better user interface and support for constantly evolving mobile platforms. More and more merchants are developing the system of attribution.
In the coming years, niche publishers will emerge and will play an important role in the ecosystem as 60% of marketers plan to increase their spending on content marketing. The future belongs to those companies that uses big data to accurately target customers and generate fresh relevant content. In order to remain relevant affiliate marketers need to digest this information and adapt for the future of affiliate marketing.
– Karan Mehta
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