Many brands think affiliate marketing isn’t for them – it’s too hard to integrate, measure, and align with a wider marketing strategy. Or it’s stuck in the old days when the discount coupon was king. Sean Popen, EVP at Matterkind, says times have changed. He outlines five reasons why affiliate needs to be part of your 2023 marketing plan.
It’s that time of year when marketers cast one eye at the year gone by and one at the year ahead, as they plan their strategies for the next 12 months.
It’s easy to focus on the shiny new thing (shout out to all the marketers out there trying to flesh out a metaverse strategy deck) at the expense of the older, tried-and-tested strategies and technologies. But there’s a lot to be said for the marketing classics, especially when they’ve been going through their own quiet evolutions.
A fresh look at affiliate marketing
This year, affiliate marketing falls squarely into that category. It’s not a new approach, so I believe many marketers are overlooking it as they plan for the future. But a lot has changed over the years.
If it’s been a while since you looked at your affiliate opportunity, or if you’re exploring it for the first time, my advice is to consider the affiliate marketing of today and tomorrow – not of yesterday.
Here are five reasons why affiliate needs to be part of your 2023 marketing plan:
1. Affiliate marketing is becoming de-siloed
For some brands, affiliate marketing is the primary go-to-market strategy that secures most or all of their sales. For others, it’s just one channel among many. But whatever the relative size of a brand’s affiliate channel, there’s a good chance it’s been siloed off from their other channels.
That’s because affiliate has historically been difficult to integrate into the wider marketing…