Affiliate Marketing — A Hidden Jewel
Many marketers still haven’t discovered the value of affiliate marketing — which means those who have may try to keep this profit center to themselves. Brands trying this form of marketing keep investing in it every year, finds Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
The research is the result of analyzing years of “Media Usage Survey” data. This “Affiliate Marketing” section of the report is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
The chart above and the description below are included in the “Marketing Mix Trends 2010-2016” research:
One of marketing’s undiscovered gems remains undiscovered. Affiliate marketing — engaging a network, or several networks, of partner companies or websites to reach prospects who meet specific criteria — was used by six out of every 10 respondents during 2016, a figure consistent with results from the last five years. Overall, roughly one in five respondents to Target Marketing’s surveys increased their use of these systems, which enable ad placement to be targeted to individuals, as opposed to the mass audience of a given website.
The good news is that marketers who try these networks appreciate their value — only 1 percent indicated they would cut back their expenditures on these systems. As for the 40 percent or so — 44 percent in 2016 — who do not use these systems, this may be the result of an education gap more than anything else.