February 08, 2016
As we transition into the second month of 2016, a few major trends in performance are beginning to emerge. Affiliate marketing is no longer simply capturing a sale on a publishers website; it has evolved into a much more complex space. Here are Schaaf-PartnerCentric’s top predictions for affiliate marketing trends to watch in 2016:
The term “influencer” became a buzzword in 2015. It went from something progressive brands were testing, to a necessity when planning a marketing strategy. In 2016, we can expect to see the rise of influencer marketing becoming a focal point in overall online strategy. Advertisers understand the value of partnering with trusted content marketers to promote their brand – display ads are out, original content is in! It makes sense; people are influenced by those they trust. It’s no longer about what the brand is saying, but what others are saying about a brand. 90% of consumers look to friends and virtual strangers for advice when making a purchase according to Nielsen.
The big question becomes how to tie influencer marketing to performance if you aren’t tracking sales. Going back to the idea that affiliate marketing is much more complex than it used to be, it’s important to note where in the funnel users first saw a brand and where they were influenced in making a purchase (i.e. attribution). Users typically learn about a brand on an influencer site and from there the user begins to do additional research.
Mobile and Video
Mobile continues to be an important topic as there are still over 4 billion people who have yet to connect to the internet. More people to adapt equals more opportunity. Everyone by now knows mobile is important, however in 2016 we are going see the value of video on mobile. 50% of all mobile traffic comes from video and by 2018 experts believe this will grow to 79%. Mobile is often source of entertainment and the best way to capture a user on mobile is through video. Users are not only watching videos on a mobile device, but they are engaging with them. 65% of all video viewers watch more than 75% of the video. This year advertisers and affiliates need to make sure they are incorporating video until their overall strategy or there is a big chunk of sales being left on the table.
Online to Offline
Advertisers with a brick and motor location need to be doing online to offline promotions. An omni-channel strategy is essential and with today’s technology it is easier than ever to accomplish. Most stores with an online presence have enabled beacon technology to ensure they can send offers to customers while they shop in real time. No longer are the days where you have to cut out a coupon from the newspaper to receive a discount. Getting in front of customers is easier than ever and it’s important you are working with the right partners to do it.
Now that you know our top three predictions for 2016, we would love to hear yours! Are you ahead of the curve and already employing an omni-channel strategy? Or maybe you’re looking for help taking advantage of influencer marketing? Where ever you are at in the changing affiliate marketing landscape, we’re here to help – you can leave us a comment or send us an email at firstname.lastname@example.org.