As we approach the end of 2014, attention turns to affiliate planning for the coming year. As part of these preparations, invariably marketers want to assess any current or future trends that could have an impact on their affiliate campaigns. With that in mind, let’s look at some general themes that could be high on the agenda in 2015.
1. Making life easier for affiliates
Affiliate marketing is a simple concept but those of us who work in the industry are guilty of over complicating the basic premise: obfuscating with acronyms, building unintuitive interfaces and failing to adequately disclose programme information in an easily accessible way. Making life easier for affiliates shouldn’t be a difficult concept for anyone to grasp and should be front of mind of any network, agency or third party tracking solution, but as we approach 2015, affiliates still struggle with performing what should be simple tasks. With automated link builders, enhanced feeds and better use of banner inventory we need to ensure affiliate marketing is so simple that there are no barriers for any affiliates looking to get their foot on the ladder.
Affiliate marketing is a simple concept but those of us who work in the industry are guilty of over complicating the basic premise: obfuscating with acronyms, building unintuitive interfaces and failing to adequately disclose programme information in an easily accessible way. Making life easier for affiliates shouldn’t be a difficult concept for anyone to grasp and should be front of mind of any network, agency or third party tracking solution, but as we approach 2015, affiliates still struggle with performing what should be simple tasks. With automated link builders, enhanced feeds and better use of banner inventory we need to ensure affiliate marketing is so simple that there are no barriers for any affiliates looking to get their foot on the ladder.
2. Networks reassessing their roles
The second half of 2014 has seen a frenzied period of mergers, acquisitions and consolidations within the industry. Some traditional affiliate networks appear to be reinventing themselves as a digital catch-all, something akin to a generalist agency. This has meant they have broken out of the traditionally quite narrow remit of an affiliate network which invariably means risking stepping on the toes of companies they’ve previously worked with non-competitively.
The second half of 2014 has seen a frenzied period of mergers, acquisitions and consolidations within the industry. Some traditional affiliate networks appear to be reinventing themselves as a digital catch-all, something akin to a generalist agency. This has meant they have broken out of the traditionally quite narrow remit of an affiliate network which invariably means risking stepping on the toes of companies they’ve previously worked with non-competitively.
Do these moves indicate a lack of confidence in the traditional affiliate model as we move into 2015? It remains robust and Affiliate Window continues to enjoy double digit growth driven by more than 50 new daily affiliate applications, indicating CPA remains an attractive proposition for many emerging businesses.
3. Traffic quality and compliance challenges
Compliance, or network quality, is often overlooked by channel exponents. 2015 should see companies look to redouble their efforts in the network quality stakes. Some may also be caught out by not recognising the ‘hidden’ benefits offered by traditional networks if they choose to switch to in-housing.
Compliance, or network quality, is often overlooked by channel exponents. 2015 should see companies look to redouble their efforts in the network quality stakes. Some may also be caught out by not recognising the ‘hidden’ benefits offered by traditional networks if they choose to switch to in-housing.
There is an inherent risk in not maintaining compliance ideals at a time when affiliate marketing and its wider value is being scrutinised more than ever before. We simply cannot afford standards to slip or greyer promotional tactics to gain a foothold in the UK market.
4. Data sophistication and future reporting platforms
With the emergence of mobile devices as a significant driver of both interest and revenue, so the channel will need to understand how affiliates play a part in influencing consumers across different platforms. It will form a part of the wider cross-device initiative that all brands will need to grapple with.
With the emergence of mobile devices as a significant driver of both interest and revenue, so the channel will need to understand how affiliates play a part in influencing consumers across different platforms. It will form a part of the wider cross-device initiative that all brands will need to grapple with.
With the resultant growth in additional data, a network’s business intelligence tools will have an increasingly important part to play. In 2015 we will see greater focus on the multichannel, cross device piece. This will in turn help us to understand who the sale initiating affiliates on mobile devices are.
Taking the insight one step further and plugging customer quality data into the mix will provide a more complete understanding of consumer journeys. This will require knowledge sharing across the board, but will hopefully demonstrate the role of a network is evolving into much more than that of a traditional tracking, reporting and payment provider.
5. More intelligent use of incentivised traffic and the general affiliate mix
Incentivisation is now an established and hugely important part of the affiliate channel, but with volume comes scrutiny, and advertisers (as well as publishers) will demand more empirical evidence about the value it delivers.
Incentivisation is now an established and hugely important part of the affiliate channel, but with volume comes scrutiny, and advertisers (as well as publishers) will demand more empirical evidence about the value it delivers.
Cashback and voucher sites will continue to
thrive, especially in a multi-channel and multi-device world where they offer advertisers the opportunity to align their products and services with consumers at different points in the purchase cycle, but the channel will need to demonstrate value alongside the inevitable volume they deliver.
thrive, especially in a multi-channel and multi-device world where they offer advertisers the opportunity to align their products and services with consumers at different points in the purchase cycle, but the channel will need to demonstrate value alongside the inevitable volume they deliver.
Similarly there will be additional pressure to engage and optimise the affiliate longtail. This is nothing new but will continue to be a main KPI of many affiliate programmes in 2015.
