Recently, our Senior Director of Publisher Development, Sarah Crosby, sat down with influencer marketing blog and software provider, GroupHigh. In this spotlight interview Sarah discusses the state of the affiliate marketing industry, how influencer marketing fits into the mix, and current best practices around program management.
Parties Involved in Affiliate
Sarah explained, for those new to the affiliate space, how affiliate marketing involves the relationship of three core parties: advertisers, publishers, and consumers. "An advertiser can be a company selling a product like electronics, airline tickets, clothing, or an insurance policy. These advertisers are looking to connect with consumers and partnering with publishers, website owners or influencers who create valuable content for consumers defines the core of affiliate and performance marketing."
How to Be Successful
For advertisers and publishers looking to jump into the affiliate channel, "jumping" might not be quite the right action. While here at CJ Affiliate we have some great resources to help you get started, it takes time and focused effort to get ramped up with affiliate. Publishers that see the most success tend to already have an engaged audience and should spend time cultivating that before launching an affiliate program. In order for affiliate to be a successful channel for an advertiser, they must dedicate time and effort to learn the space and nurture publisher relationships.
That said, companies across many different verticals including retail, finance, and travel, to name only a few, can do very well with affiliate marketing. "If you are selling a product or service and looking to connect with consumers, affiliate is a great place to do that."