The affiliate industry is expanding as advertisers are now able to achieve a much wider set of marketing goals within the channel than previously assumed. Affiliate partners typically provide value through the traditional marketing funnel — from awareness and interest to desire and action. More recently, affiliate partners are providing value to brands beyond the funnel — no longer simply providing inbound leads and traffic to an advertiser’s own site, but actually helping to optimize traffic once it lands there.
This calls for a new way of thinking about affiliates and how they can support advertisers within the three distinct stages of the customer journey: Pre-purchase (promoting brands), purchase (optimizing conversions) and post-purchase (boosting customer loyalty).
Brands and agencies, we want to know: How are you thinking about affiliate opportunities moving into 2023? In what ways are you tying your strategy to the different phases of the purchase journey? What challenges have you faced and how are you leaning on partners to alleviate these difficulties?
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