44 Social Innovations and NewPlatforms to Discover As social media platforms are becoming increasingly important, and in some instances, replacing search engines for things like live TV and shopping, it’s integral for any marketing manager to realize affiliates are more innovative and faster to market than sometimes they are. I see a more holistic approach being implemented in terms of marketing where affiliates are looking outside of driving traffic in traditional SEO and PPC or paid channels, and instead focus heavily on social media activity and user engagement. Affiliates who are content curators and who go deep to understand their customer’s needs and wants will win out in the end. Affiliates who explore these new platforms and start building communities in them will deliver value too. We also need to think about the possible evolution of some of the existing social media channels. For example, with Twitter being taken over by Elon Musk how will this new lack of censorship deliver increased engagement, and less regulation for iGaming? Twitter has detailed that the number of users has in fact gone up under Elon Musk’s leadership “significantly around the world.” Developments like this will give affiliate marketers a whole new way to engage new customers and drive them toward the brands that they promote. Other platforms will also be explored, such as podcast advertisements, where we see podcast listenership around the world increase every year. Perhaps a closer look at in-app advertising on performance models should be reviewed simultaneously as we look to diversify traffic incoming to our affiliate programs in the year ahead. 17 G P W A t i m e s . o r g
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