Affiliate marketing is maturing into a multidimensional, full-funnel channel. But not everyone is convinced of its potential, said Alexandra Forsch, president of Awin Americas. For senior decision-makers, affiliate marketing is “considered a very tactical channel and not a strategic one, and as such, it’s not as attractive,” Forsch said on a “Behind the Numbers” podcast episode.
Despite its “nagging perceptions,” our analyst Max Willens agrees, saying affiliate marketing has broken free from its last-click limitations, becoming a versatile tool for brand engagement across the entire customer journey. That’s thanks to its convergence with retail media, influencers, and tech partners.
The power of two: The rise of retail media is allowing affiliate marketing to evolve.
The creator’s role: Consumers turn to influencers and review sites for product discovery, research, and consideration, especially when they are cautious about discretionary spending.
Tech solutions: Innovation in affiliate marketing has opened greater opportunities to convert shoppers into buyers.
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