Once seen as a secondary front, affiliate marketing is consolidating itself as one of the most strategic channels for brands seeking performance, innovation and value creation Awin, a world leader in affiliate marketing, in partnership with Forrester consultancy, the study listened to companies from different countries to understand the main challenges, opportunities and the role of the channel in current growth strategies.
The research points out that affiliate marketing is in a maturation phase: today, it is recognized as a smart, measurable investment model with high return on investment (ROI). But there are still obstacles to be overcome: 68% of the professionals heard highlight the relationship management with affiliates as the main challenge of the sector, especially because it is direct and personalized partnerships. Among the other obstacles are the maintenance of brand consistency, fraud prevention and fair structuring of commissions.
The research also highlighted important paths for the evolution of the sector.For 18% of the professionals heard, the advancement of tracking and reporting tools is essential to ensure a more accurate measurement of the results.Other 17% stressed the importance of establishing partnerships with more influential affiliates and aligned with the values of brands. Already 17% of the respondents pointed out that having personalized strategic guidelines is fundamental to optimize the performance of campaigns and expand its impact.“esse data reinforce that, in addition to technology, success in affiliate marketing depends on more personalized strategies and well-built partnerships.
Despite the challenges, the results reinforce that affiliate marketing offers consistent advantages for brands. Among the main differentials are the high return on investment (ROI), driven by a performance-based model, and the incremental value, which contributes to reaching new audiences and generating conversions that would hardly occur by traditional channels. The research also highlights the strategic diversity of the channel, with the potential to act at different stages of the buying journey. In addition, human connections appear as an important competitive differential: in the United States, 31% of marketing professionals stressed that the personal relationships established in affiliate marketing are a unique force of the sector.
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 works allows professionals to improve critical points, such as relationship, technology and committee structure, and also monitor the evolution of the sector and identify trends.“The future of the channel should be guided by transparency, collaboration and technology, essential pillars for a scalable, sustainable and connected to the demands of the new consumer”, adds Rodrigo Genoveze, Regional Managing Director of Awin for Latin America.
