From its roots in the affiliate marketing space, we are seeing the industry expand to encompass new sectors - arenas like influencer marketing, strategic brand-to-brand partnerships, channel agreements, and more. Marketers need to consider new strategies in order to drive more revenue and brand value from the channel.

Our top brands and agencies are employing custom commissioning strategies, creating strategic partnerships with other advertisers, and pulling deeper insights from their program data to optimize their affiliates and partnerships.

The entire field of partner marketing is changing rapidly. From its roots in the affiliate marketing space, we are seeing the industry expand to encompass new sectors - arenas like influencer marketing, strategic brand-to-brand partnerships, channel agreements, and more. Given these major changes in the space, it makes sense to consider new strategies in order to drive more revenue and brand value from the channel.

We’ve seen and heard from our top brands and agencies that they are using custom commissioning strategies, creating strategic partnerships with other advertisers, and pulling deeper insights from their program data to optimize their affiliates and partnerships. It's all about partnership performance and maximizing progress against all performance measures. Here are 5 strategies to make sure you’ve set not only your program, but also your marketing team or agency, up for maximum success.

#1 MAKE GREATER USE OF YOUR CUSTOMER DATA

Data Makes a Difference You can analyze data internally to improve programs on an aggregate level. Or you can collaborate with your partners and pass them insights so they can deliver more effective, customized messaging in the future. Data really can make a difference. The key is to identify the bits of information that are most relevant to delivering on key business opportunities.

  • #1 PRE-CLICK: What sorts of offers and information are the best motivators of first actions? How do you message for different stages in the buyer journey?
  • #2 POST-CLICK/PRE-PURCHASE: What measurable signals do anonymized shoppers provide to us before they buy? Are we collecting the information necessary to leverage buyer behavior for more effective tactics? Think in particular about their product searches, add to carts, and places in the buyer journey that users seem to get off track or lost. Consider also the laws and regulations regarding the collection and use of customer and prospect data in the regions in which you do business. Rules and conventions vary and it is essential you keep those in wind as you formulate your plans.
  • #3 POST PURCHASE: What insights do we have about our actual buyers versus our shoppers? Do they skew differently? Do there appear to be different buyer segments among our purchasers? To cite an example use case for the travel industry, this could also mean insights from booked versus consumed reservations.