Exploring the dynamic realm of affiliate marketing, this study delves into its evolving challenges, strategic alignment with digital marketing goals, and unique strengths. It highlights the importance of managing diverse relationships, leveraging innovative partnerships. Senior marketers are planning to expand their affiliate marketing activities (78%), highlighting a wide variety of benefits, from new technology integration to enhancing customer retention. The insights reveal affiliate marketing as a key player in modern digital strategies, underscored by its adaptability and multifaceted advantages..

In August 2023, Awin commissioned Forrester Consulting to conduct a survey with 650 marketing decision-making marketers at the director level and above who are responsible for budgets and leverage affiliate marketing and tech platforms.