How to take Affiliate Marketing to the next level

As the advertising market continues to be squeezed by Google and Facebook, publishers need to innovate their business models

Digital advertising has steadily become dominated by the Duopoly (Facebook and Google) & Amazon, who controlled 70% of the market in 2018. With that number expected to grow in 2019 and beyond, publishers are being forced to either accept lower margins, or diversify business models.

Affiliate marketing is fast becoming a favourite from brands to pivot away from advertising. Offering a viable method to generate alternative revenue from content.

The issue for many brands is that this strategy is still mainly based on volume, with publishers aiming to bring as many eyeballs as possible to each piece of content, with the hope that a certain percentage will convert. While these activities are supported by cookie-data, this strategy is not data-driven, and without a method to effectively track users across multiple devices or platforms it remains a difficult proposition to understand evolving interests and behaviour.

In order to take this to the next level, brands must switch focus from volume to precision and profitability. Through putting the emphasis on developing accurate, live audience profiles, brands can not only enhance their affiliate marketing efforts through increased engagement, due to relevant targeting, but also discover new trending interests and align them to with affiliate content.

While the focus moves away from advertising, so to must the mindset of publishers, the game has changed and brands must adapt to thrive in this new era of social.