Historically there were three types of publishers in affiliate marketing: coupon, cashback and content. However, as the affiliate landscape evolves so have the types of partners out there that can help you achieve your business objectives. You can grow your audience, improve performance, and introduce your brand to new consumers by engaging with a wide variety of non-traditional publishers. This blog post provides insight into unique publisher models and the new and emerging trends in affiliate partnerships.
Digital content has evolved from consisting of just blogs. Publishers like CNN, Meredith, Rolling Stone and Buzzfeed represent a large opportunity for you to drive additional value for your affiliate program. Despite having lower click-through rates (CTRs), than traditional affiliate models, the massive amount of traffic these partners receive allows brands the ability to reach a larger audience. These sites can put out some seriously compelling content for big sales and product launches, like Buzzfeed did for the Dyson Airwrap last December. Be sure to connect with each team directly to understand how their solutions can get you in front of more potential customers.
Cashback can give the impression of a discount, but when you work with charity publishers, that cash is going to a cause. Aligning with a charitable cause allows you to communicate your brand values to your customers which, in turn, can create more selling opportunities. A 2018 Accenture survey of 30,000 consumers worldwide found that 63% of all consumers prefer to buy from companies that share their values or beliefs. By working with partners such as Goodshop, Giving Assistant and iGive, your customers can align their purchases with the causes they care about. Plus, they can feel good knowing that the more they spend with you, the more goes to a charity that’s important to them.
Publishers with Enhanced Targeting
Many publishers are evolving their targeting capabilities beyond solo emails, and several have really run with it. For example, RevLifter offers personalized deals with insights into customer status, cart contents and the upcoming weather. Meanwhile, Wikibuy alerts shoppers to price drops based on the products consumers have viewed as well as those they’ve already bought but also those they’ve viewed. These partners may use Rakuten Marketing’s Affiliate Consumer Graph and/or your CRM data to help you reach the customers that are most important to you and tailor the offer these shoppers see accordingly.
We often spotlight non-traditional publishers who are doing well in the network right here on the Rakuten Marketing blog, so be sure to check back for potential partners as well. Recent examples include Stylight and BorderX Lab.
Katie England has been with Rakuten Marketing for over 4 years, and she is currently working as a Manager, Strategic Services. In this role, she consults with current and prospective clients on how to make the most of our product suite. She is based out of Tampa, FL, though likes to spend her free time travelling (or planning her next trip). When she’s at home, you can find her hanging out with her husband and two dogs.
Affiliate success comes down to partnerships, and Rakuten Marketing can help you build stronger partnerships through our #1 ranked affiliate network. Contact us today to get started.