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Bigmouthmedia's 2011 Affiliate Survey

Bigmouthmedia's 2011 Affiliate Survey

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Published by bigmouthmedia
The write up from bigmouthmedia's 2011 survey; what motivates affiliates, how well are they doing and what the future might hold.
The write up from bigmouthmedia's 2011 survey; what motivates affiliates, how well are they doing and what the future might hold.

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Published by: bigmouthmedia on Oct 17, 2011
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08/08/2012

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An LBi/bigmouthmedia Insight
 Autumn 2011
Exploring Online AliateMarketing Trends
AfliateSurvey 2011
 
LBi/bigmouthmedia
2
Bigmouthmedia’s annual aliate survey is now complete.We’ve taken in the views o hundreds o aliate 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 aliates shows that 71.5% o respondents,in comparison to 56% in 2010, believe that Google has designs onbecoming the largest aliate. This increase is likely to be basedon the high prole projects launched this year by the searchengine giant including the credit card price comparison and theight search engine tool.Google’s Panda algorithm has also had an efect on the aliateindustry with 31.4% o respondents seeing an impact on theirbusiness (both negative and positive) particularly around lostranks, trac 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. Aliates citedits straightorward interace, 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 aliate 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 aliateindustry - this is up rom 34% in 2010.
ExecutiveSummary
AFFILIATE SURVEY 2011
Exploring Online Aliate Marketing Trends
The report also reveals the extent to which aliates 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 aliates surveyed believe that it isbetter to specialise in a single sector, there is a rise in the numbero aliates 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, aliates are increasingly adopting a blendedapproach with 40% opting or combining two or three diferentmethods and 28% using our or more.
 
LBi/bigmouthmedia
3
Aliatesand agencies:improvingsupport
AFFILIATE SURVEY 2011
Exploring Online Aliate Marketing Trends
 Just like in 2010, this year’s survey shows that the most useultools a merchant can provide to best support the aliatechannel are, in order, merchant sites that convert better, highercommissions and better perorming creative executions.When asked about the potential areas o improvement,aliates are quick to point out the importance or merchantsto provide up-to-date, better quality eeds which include imagesand good category descriptions. Respondents also believethat the content provided by merchants has a lot o room orimprovement, not only in terms o quality and regular updates,but also with regards to the voucher codes used by aliates. Thisis possibly a reaction to the impact o Google’s Panda update asexplained below.The good news is that agencies are getting better at providingenough creative tools or aliate campaigns, whereas in 201068% o aliates highlighted the act that most digital agenciesailed to provide enough efective creative material to aliatepartners and called or improved communications, in 2011 thishas allen by ten points to 57.8%.
CONVERSIONS...........HIGHER COMMISSIONS...BETTER CREATIVES.............BETTER COMMUNICATIONS....MORE INCENTIVES.....................VALIDATE SALES MORE OFTEN.....

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