Bigmouthmedia’s annual aliate survey is now complete.We’ve taken in the views o hundreds o aliate marketers andanalysed the responses revealing some interesting insights andtrends in to how this market has shaped up over the last year.The survey o UK based aliates shows that 71.5% o respondents,in comparison to 56% in 2010, believe that Google has designs onbecoming the largest aliate. This increase is likely to be basedon the high prole projects launched this year by the searchengine giant including the credit card price comparison and theight search engine tool.Google’s Panda algorithm has also had an efect on the aliateindustry with 31.4% o respondents seeing an impact on theirbusiness (both negative and positive) particularly around lostranks, trac and revenue. There is however some consensusthat Panda has impacted duplicate and thin pages and thatranking drops can be overcome by the introduction o goodquality content.Digital Window remains the most popular network with57.97% picking itas their rst choice in 2011. Aliates citedits straightorward interace, simple tracking, transparentreporting, speedy payment and responsive staf amongst thereasons or selecting it as their network partner o choice.Digital Window was ollowed by Tradedoubler and Commission Junction.Analysing the value o each aliate that has contributed toa sale is not a simple task. Commission attribution modellingseems some way of as a air and accurate solution with 50.8%o respondents agreeing that modelling threatens the aliateindustry - this is up rom 34% in 2010.
AFFILIATE SURVEY 2011
Exploring Online Aliate Marketing Trends
The report also reveals the extent to which aliates areembracing other channels to drive business. Thanks to themajor growth on smart phones, tablets and the mobile internet,32.6% o respondents see opportunities in mobile marketing.Elsewhere, video advertising is still seen as an opportunity by13.3% o respondents (down rom 15.2% in 2010). But, by ar thebiggest growth is in location-based marketing which has leaptup 12.4% to 40.7% since 2010.Finally, although hal o aliates surveyed believe that it isbetter to specialise in a single sector, there is a rise in the numbero aliates that work across multiple sectors. Retail remainsthe most popular at 42%.The mix o methods (SEO and content marketing, pricecomparison and social networks) that are used to drive revenuealso shows some interesting movement with SEO and contentmarketing remaining the most popular at 63.2% but a markedincrease in social networking rom zero on 2010 to 27.2% in2011. Moreover, aliates are increasingly adopting a blendedapproach with 40% opting or combining two or three diferentmethods and 28% using our or more.