Conclusion
The state of affiliate marketing reveals a sophisticated and dynamic landscape. Affiliate marketing clearly represents a space that can meet many of their needs. Several key themes have emerged from their perceptions of affiliate marketing today that, if acted upon, indicate the channel can establish itself as a vital marketing tool:
- Affiliate is valued as a source of constant marketing innovation, particularly in the realm of technology. This association is something that affiliates need to lean further into as the pace of change in marketing continues to accelerate.
- Affiliate is highly rated as an effective marketing channel but still lags behind others when it comes to budget allocation. The channel must articulate its core value more clearly to remedy this.
- Increased custom reporting, tailored partner recommendations, and strategic guidance will convince marketers to invest more in the channel. It may also help marketers consider affiliate as a viable alternative to the big tech platforms.
Project Team:
Tarun Avasthy, Senior Market Impact Consultant
Contributing Research:
Forrester’s Marketing research group
Methodology
This Opportunity Snapshot was commissioned by Awin. To create this profile, Forrester Consulting supplemented this research with custom survey questions asked of 650 decision-making marketers at the director level and above responsible for managing marketing budgets and leveraging affiliate marketing and tech platforms. The questions aimed to shed light on the true potential of affiliate marketing and dispel misconceptions surrounding it. The custom survey began in August 2023 and was completed in January 2024.
Demographics
DEMOGRAPHICS HEADLINE
ORGANIZATION SIZE
INDUSTRY
Note: Percentages may not total 100 due to rounding.
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