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How brands can build resilience with affiliate marketing | NZBusiness Magazine

As New Zealand experiences its highest inflation in 30 years and concerns over rising prices hit consumer sentiment and spending behaviour, Stuart McLennan says brands may need to take a more conservative approach to this year’s investments.

In this climate, affiliate marketing[1] – which generates up to 25 per cent of online sales for the world’s top brands – serves as a low-risk, high-return marketing activity that is performance-led, meaning brands only pay when commercial outcomes are achieved and sales are made.

Recently, we launched ‘Affiliate: The Resilient Revenue Driver’, a report examining how affiliate marketing can help brands drive and maintain revenue amid economic headwinds. Built with expert opinions from affiliate marketers at brands and publishers, the report highlighted a diverse set of revenue supporting affiliate marketing strategies that will help brands outperform the market.

Economic turbulence may be worrisome, but it is also the perfect time for New Zealand marketers to think bolder and explore new affiliate strategies that give them broader and more secure business resilience.

 

Inspiration and loyalty

The last decade has seen a revolution in shoppable advertising, with social media platforms establishing a culture of impulse purchases for instant gratification. Today, both media publications and social media influencers have embedded commerce firmly within a piece of content, rather than an add-on.

The benefits of compressing the time between consumer interest and conversion are obvious.  Effectively, embedded commerce places a checkout within content, shortening the customer journey and allowing them to purchase at the point of inspiration.

Deeper affiliate partnerships will take this further, creating a fusion of affiliate models. Examples include adding coupon…

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