Annual Survey From bigmouthmedia Reveals Key Insights And Trends In Affiliate Marketing
Released on: October 17, 2011, 4:46 pm
Global digital marketing company bigmouthmedia has announced
the results of its annual affiliate marketing survey. Titled
'Exploring Online Affiliate Marketing Trends', the survey of UK based
affiliates took in the views and opinions of a number of affiliate
marketers to reveal insights on how this market is performing and
indicates key technology and operational trends on where it is going.
In particular the survey analyses and identifies key insights in to the
relationships between affiliate marketers and agencies, the impact of Google (as an
affiliate) and Google's Panda algorithm, how affiliate networks have fared over the
past 12 months, threats and opportunities and trends in taking a multi-sector
approach with an ever increasing digital toolkit - especially social media.
Fiona Robertson, head of performance marketing at bigmouthmedia said: "The
affiliate market in many ways is the bedrock of e-commerce. Our survey is an
important tool for listening to the space and making it aware of the trends and
Fiona, who is speaking at this year's A4U Expo in London, added: "What is really
interesting is how affiliates have continued to adapt over the last year to embrace
new areas such as mobile and location based opportunity and ever growing techniques
such as social media. The overall picture is a vibrant UK affiliate industry which
continues to innovate and grow."
Key insights include:
- Google: 71.5% of respondents believe that Google has designs on becoming the
largest affiliate compared to 56% in 2010. 31.4% of respondents have seen Google
Panda as having an impact on their business.
- Affiliate networks: Digital Window remains the most popular network, followed by
Tradedoubler and Commission Junction, with 57.97% of survey respondents picking it
as their first choice in 2011.
- Commission attribution: 50.8% believe that modelling threatens the affiliate
industry. This figure is up from 34% in 2010 showing a significant increase and
evidence of genuine concern within the affiliate community.
- Channels: 32.6% of respondents see opportunities in mobile marketing. Video
advertising is still seen as an opportunity by 13.3% of respondents (down from 15.2%
in 2010). The biggest growth is in location-based marketing which has leapt up
12.4% to 40.7% since 2010.
- The digital mix: SEO and content marketing remain the most popular at 63.2% but
social media has leapt from zero in 2010 to 27.2% in 2011. Moreover, affiliates are
increasingly adopting a blended approach with 40% opting for combining two or three
different methods to reach their audiences and 28% using four or more.
Andrew Girdwood, Media Innovations Director at bigmouthmedia said; "Marketers can
learn a lot from affiliates. They're often quicker to test and learn than large
brands or clumsy 'build first, think about the media later' agencies. This report
reveals a whole bunch of interesting insights from those digital natives who feast
or fast based on their marketing successes."
Interested parties can download the full executive summary and results here:
An infographic of the results can be found here:
- ENDS -
About LBi and bigmouthmedia:
LBi is a global marketing and technology agency, expert at blending strategic,
creative, media and technical expertise to build business value. It helps companies
of all shapes and sizes decide what's next for their business - and then it takes
them there. Along with its media arm bigmouthmedia, LBi defines and executes
transformational digital strategies for clients including BT, Coca-Cola E.ON, Lloyds
TSB, Play.com, SAB Miller, Skype, Standard Life and British Airways. Across its 24
offices in 16 countries, there are more than 1,800 digital specialists collaborating
with brands to enrich people's lives via service design, branded content, mobile,
CRM and social media. LBi also sets the pace in digital display, search engine
usability and web analytics.
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