GPWA Times Magazine - Issue 47 - July 2020

There is a lot of guff on the internet about affiliate marketing. Here are some facts I think you should know: • Affiliate marketing (as a digital medium) grew roughly by 10% per annum, according to a survey delivered by Digital Growth earlier this year. • This industry is estimated to continue to grow to a $12 billion industry by 2021. • The search results for the term “affiliate marketing” increased by 44% year on year, which clearly tells you more and more businesses and entrepreneurs are looking to invest in this channel as part of their marketing strategy. So why does affiliate marketing have such a bad rep? Truth is, it’s just not as sexy as “influencer” or “social media marketing,” which tend to get the big PR coverage nowadays. Unless you are specifically looking for it, nobody really talks about the strategic side of implementing an affiliate program or strategy because it’s so competitive. This is something I’m working hard to challenge. It’s why I’m writing this article, and sharing my knowledge with brands around the globe to help them access good affiliate marketing strategy, because I know it can deliver increased revenue, when you have the right technology, plan and partners in place. There are loads of “get rich with affiliate marketing” gurus out there and a lot of black hat traffic generators who claim to have quality customers and can make you wealthy. There’s also a lot of snail oil salespeople who will do anything to get a deal done. But park that for a moment and realize none of this garbage is true. Affiliate marketing (the real kind) takes hours of effort. It takes years to build a reputable site that can outrank and drive thou- sands of players. Affiliate Managers, take note, when you have a top affiliate in your portfolio and remember how hard he or she has worked to get there. These affiliates are people, entrepreneurs, and they deserve your respect. They have earned it. Affiliate marketing is complex, but it’s also pretty transparent. It’s not just about paying money for a targeted ad placement. It’s about cultivating human relationships with various entrepreneurs who have very different businesses that impact where and how your product or service gets advertised. You need to know how to manage different kinds of affiliates and also value a multitude of traffic sources in a cohesive and commercially beneficial manner to make affiliate marketing really work for your business. It’s a skill. One that nobody really talks about and that everyone learns on the job from someone above them. Ever heard of the riches are in the niches? Affiliate marketing helps you reach “niches of customers” who are all online in various places in a cost-effective manner, as you only pay on delivery when a sale is completed on your site. You get all the brand and advertising exposure upfront and FOR FREE. Just in case you still aren’t 100% convinced that affiliate marketing is right for your business, here are some stats to consider: • Affiliate programs generate roughly 35% of new sales for advertisers • Fashion, Sports (iGaming) and Health/Wellness are the Top 3 areas where affiliate marketing is most popular as a digital marketing strategy So, you’re in the right place — for now. You’re one of the lucky few. Affiliatemarketing , hands down, is one of the best places to beworking and doing business right now . It always pays dividends over time (when done correctly) at a higher rate of return than any other digitalmedium . 41 G P W A t i m e s . o r g