Cori Pivar

Associate Director, Affiliate

What You Need to Know from AM Days

Last month, members of the Rise team attended AM Days in Las Vegas. For those not familiar with the conference, it focuses heavily on how to manage an affiliate program and educates marketers on the performance side of this digital channel. It’s a great opportunity for brands, agencies, and solution providers to come together and discuss how the industry is changing, where it’s headed, and tips and tricks on how to prove its success.

As the affiliate marketing landscape continues to rapidly evolve, influencer marketing was a focal point of many discussions. Below is a breakdown comparing influencers and affiliates and how brands should think about managing the two differently:

Influencer vs Affiliate Marketing: Definitions and Management

It’s important to remember that influencers aren’t marketers, so they need to be educated on their role in your strategy and can require more of an upfront investment. Brands that utilize an influencer marketing strategy need to be smart about who they recruit and how these partnerships ladder up to driving business goals. However, brands that do find the right influencer and affiliate mix, and are patient with the process, can yield strong long-term gains.

As we all try to find new ways to improve our affiliate and influencer strategies, there are four areas that were discussed at AM days as the biggest opportunities in 2018.

1. Deeper Data Integrations to Drive Business Goals

  • Integrate data and optimize based on new versus existing customers, sales data (margin categories, products), and attribution.
  • Measure incrementality with evergreen A/B and lift tests. This does require publishers who can accommodate.
  • Since content touches affiliate, social, and SEO, brands need a holistic marketing approach, such as leveraging social and SEO channel data to inform and optimize affiliate posts with social listening, LMS, or Google trends.

2. Multi-Partner Commission Structure

  • Take full control of your payout structure by going beyond just a last or first click model with programs that have multiple partners participating.
  • Reduce the winner’s payout and pay participation bonuses to many partners who contribute to the sale.

3. Diversification

  • Brands that diversify and expand to non-traditional partnerships will be most successful. This includes offline radio, podcasts, newspapers, TV, and Twitch.
  • Scale recruitment through automation to be able to grow programs efficiently.
  • Target innovative publishers and test as an early adopter.

4. Personalization

  • Market to the individual and identify them on a deterministic basis by utilizing data and technology.
  • Educate affiliates on how to incorporate the right message, images, and deals into their business models.

As affiliate marketing continues to grow and get more sophisticated, reach out to the affiliate team at Rise to discuss your strategy.

06/15/2018 at 06:33

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