Previously viewed as a secondary front, affiliate marketing is solidifying its position as one of the most strategic channels for brands seeking performance, innovation, and value creation. This is revealed by a global research study conducted by AwinA global leader in affiliate marketing, partnering with Forrester Consulting, conducted a study. The study surveyed companies across various countries to understand the main challenges, opportunities, and the role of the channel in current growth strategies.
Research indicates affiliate marketing is in a maturation phase: today, it's recognized as a smart, measurable investment model with a high return on investment (ROI). However, obstacles remain: 68% of the professionals surveyed highlighted affiliate relationship management as the sector's primary challenge, particularly due to the direct and personalized nature of these partnerships. Other hurdles include maintaining brand consistency, preventing fraud, and structuring fair commissions.
The research also highlighted important paths for the sector's evolution. For 181,000 of the professionals surveyed, the advancement of tracking and reporting tools is essential to ensure more precise measurement of results. Another 171,000 emphasized the importance of establishing partnerships with more influential affiliates aligned with brand values. And 171,000 respondents pointed out that personalized strategic guidance is crucial for optimizing campaign performance and increasing its impact. "This data reinforces that, beyond technology, success in affiliate marketing depends on more personalized strategies and well-built partnerships. It's a natural evolution of a channel that has proven increasingly strategic and connected to the real needs of brands," highlights Rodrigo Genoveze, Regional Managing Director of Awin for Latin America.
Despite the challenges, the results reinforce that affiliate marketing offers consistent advantages for brands. Key differentiators include a high return on investment (ROI), driven by a performance-based model, and incremental value, contributing to reaching new audiences and generating conversions that would be difficult to achieve through traditional channels. The research also highlights the strategic diversity of the channel, with the potential to operate at different stages of the purchase journey. Furthermore, strong human connections emerge as a significant competitive advantage: in the United States, 31% of marketing professionals highlighted that personal relationships established in affiliate marketing are a unique strength of the industry. "Affiliate marketing is gaining ground not only as a performance channel, but also as a strategic front for brand building, relationship-building, and innovation. The numbers reflect a maturation of the market and show that, with the right adjustments, particularly regarding partnership management and technology use, we have a solid path for future growth," explains Rodrigo.
As companies invest in innovation, strengthen their relationships with affiliates, and seek more qualified partnerships, affiliate marketing tends to occupy an increasingly relevant space in growth strategies. Understanding how the market functions allows professionals to improve critical areas, such as relationships, technology, and commission structures, and also to follow the sector's evolution and identify trends. "The future of the channel must be guided by transparency, collaboration, and technology, essential pillars for a scalable, sustainable, and connected approach to the demands of the new consumer," completes Rodrigo Genoveze, Regional Managing Director of Awin for Latin America.
