Evertrack platform decided to find out how technology evolution affects affiliate marketing.
Everything changes! “Although there is no progress without change, not all change is progress.”
Evertrack platform decided to find out how technology evolution affects affiliate marketing.
Thanks to technologies improving mobile marketing, people are enabled to purchase any stuff using their mobile device. Even the creation of advertising banners for user’s attraction can be created with the help of apps.
Everything is interconnected according to the principle of technological progress (first you create a machine that makes your life easier, then the machine completely replaces human activity). Sometimes it’s useful, sometimes causes a headache.
More and more companies discover new possibilities with automation: artificial intelligence (AI), chatbots, and machine learning are embedding not only in the technology sphere but also in the commercial business including marketing. Affiliate marketing is more competitive, but also is growing.
How affiliate marketing has changed over the last years
According to Zac Johnson
, affiliate marketing has 20 solid years. In the 90s lots of companies were looking for a new form of advertising. So, they started co-working and improved their chances.
Affiliate tracking on mobile devices didn’t exist, so as smartphones and other smart devices.
People who had phones with camera thought that they were cutting the edge. Technologies passed enough long way before being used in marketing.
The first companies that started using affiliate networks were CJ and LinkShare, they focused on assistant affiliate management. SaaS platforms just started twinkle in the affiliate program’s eye. Of course, today brands can choose from a greater number of performance marketing solutions thanks to ad tech innovations, especially ad tracking platforms.
Tracking technology didn’t have as much power as today. There was no way to track new customers. Today the program will be considered to be a failure without using the capabilities of the tracking system.
The concept of mobile affiliate marketing stays in the trends for the last five years. The experts use mobile affiliate marketing as a medium between their brands and users. You can see on the graph how the spending on a mobile advertisement has grown for the last five years and will be likely to continue growing.
Today affiliate marketing involves technologies to optimize the brand’s digital strategy and focus on the right audience to save the budget money. Frequently, it drives a high percentage of online revenue and conduces to KPI’s, like new customer acquisition.
As we said technologies led to the phenomenon called affiliate networks, where all the parties can connect and work with each other. A technology in the network management enables the merchant or advertiser having numerous affiliate relationships and proves the transparency of the actions (i.e. payments.)
And what about business security?
Technology platform helps the merchant a lot. If the merchant wants to expand the web or mobile presence, increase the brand values, create a smart commission strategy or find new customers, then he can use the help of SaaS (software-as-a-service) network. Working with Evertrack the company can track affiliates and traffic, measure the performance and leads, optimize the payment action, control KPIs and earnings. Sign up
to see how it works.
How to adapt to new technologies in affiliate marketing
Marketing automation is the permanent process of data collection optimization, analysis, and customization of the user’s experience. The affiliate marketing industry is changing especially in digital technology.
Using new application of artificial intelligence and implementing the new GDPR system bring to new changes for marketers. Artificial intelligence gain popularity in affiliate marketing.
Newbies try to be too detail oriented, thus they spend too much time testing new offers, creating the content, and seeking new traffic sources. The marketers with the experience look wider. They use new changes in technologies. They can distinguish the offer that will be profitable in the future.
Want to know how they do this?
They use the AI that gave birth to a new marketing field called predictable analytics. It helps the brands predict the future changes, track the affiliates, optimize the traffic.
As for GDPR, there was passed a law about new data protection framework
. The new law has a number of prescriptions for affiliate marketers. The GDPR places strict limitations on targeting capabilities (limitation of any personal information.)
As for publishers, that only want to display the ads without including personal information of the users who didn’t agree to use their data for targeting. So, probably, types of targeting will be wide and include the lookalike audience instead of detailed demographic segmentation.
New rules require clear content. Any marketer that wants to send the ad information has to receive a permission from the customers. Companies that collect the data have to explain to the customers how they intend to use it.
The relationships between affiliate marketers and their customers have to be transparent, especially about IP addresses information. Make sure you have a simple way of data collection.
2018 brought numbers of important changes in the marketing. It’s not enough to know what changes and trends are going to be in the nearest future. You have to find comfortable techniques that will help to adapt your business accordingly. Good news for affiliate marketers is that lots of users moved from desktop to mobile using Google mostly for search.
The autopilot in affiliate marketing management
Automation of affiliate marketing has the positives, for example, automatic approval of affiliates based on the preferences of the company. Successful affiliate management program demands ongoing implementation of updates.
Do not overuse the autopilot, because it can neglect the full potential form of the program. Plus, some affiliates can send you fraud traffic, or fraudulent sales or leads (with the hope that you will not catch that). Eventually, only you should be in control of your brand. You can automate parts of your business but not all your business.
The importance of analytics in affiliate marketing
Marketing analytics is the perfect practice that helps you measure, manage, and analyze the marketing performance. If you know the measure of your marketing performance, you can maximize the effectiveness of your ad campaign, and optimize the ROI.
Analytics helps the marketers save the money allocated on marketing. Moreover, analytics helps to understand customers’ preferences and trends. Despite all-importance of the analytics, most of the companies prefer not to use the marketing analytics. More than 80% of companies are not satisfied with their ability to measure the marketing ROI, according to Harvard Business Review
However, with the help of search engine optimization or app store optimization, and new powerful software products marketing analytics becomes more effective. Implementation of artificial intelligence (AI) allowed speeding up the data collection process. David Sanderson
a founder of Nugit (the data storytelling platform) explains that AI has a potential to free up from 50 to 80% of the time for analytics. Instead of waiting a week for a response, AI has the potential to deliver the instant answers.
In most cases data comes from a variety of sources, and marketers need all the data in one place, to understand customer behavior. Manually collection of the data demands a lot of time, and yes, it is a very routine work.
AI is a perfect solution for marketers, because, automation of the process clearing, and analyzing collected information. Machines collect all the data in one place and help the marketers to make a better decision.
How to manage traffic across multiple platforms and networks
Just recently there weren’t marketing plans for several channels, there was only one queen a TV. Advertisers found new ways and new technologies of advertising distribution in cross-platform campaigns.
Exposure of data traffic set the service providers in an awkward position. This problem came with devices proliferation, an increase in mobile usage, and resource intensive applications. The raise of data traffic created several problems for marketers: inability to scale, poor network performance, and low profit.
Most of the problems came from the inability to cope with a large flow of information. But, with the literate marketing strategy and integration of the technologies into the ad campaign advertisers can increase the customers’ acquisition, and thus the company revenue.
The value of traffic depends on the source and will vary in tastes, browsing habits, and interests. Identifying which platform works better and brings you more profit will let you optimize the ad strategy and plan the right marketing budget.
It is not enough to create an advertisement on TV, send it to the daily newspaper and then expect a miracle from these actions. It is more effective to use the campaign across the multiple platforms. This will bring you to a brand awareness and good income.
We’ll share with you one little wisdom. The recipe of long-term success is always being able to adapt to all the surrounding changes.