Affiliate marketing has been a core acquisition channel for transactional consumer sites for many years now. But over the years, the popularity of different types of affiliate marketing have changed dramatically.
PerformanceIn have published an interesting compilation of the popularity of different affiliate types based on research by Affiliate Network Affiliate Window. The chart below shows the top 20 Publisher Type in the Fashion Sector:
You can see that there was an initial focus on search marketing, through both SEO and PPC with many affiliates specialising in these active. But, it's no secret that Google doesn't favour affiliates, so its algorithms now favour destination sites and it has developed its own comparison tools. PPC through AdWords has also become more important.
The graph shows how popular voucher codes and cashback have become for both the consumer and Advertisers. Advertisers have had to become more savvy with their strategies by offering one-off discount codes and tighter commission payment conditions. The view of PerformanceIn is that...
' As long as online retailers need to be competitive and consumers want the best deal, online voucher codes will always have their place. More evolution in the way codes get to consumers and more sophisticated management of the impact codes have on online marketing strategies is the key to the model's continued survival.'
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By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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