Performance (affiliate) marketers are a unique digital breed. They run the virtual gamut in terms of their experience, their motivations and, of course, their skill levels - and the results show. Understanding the general makeup of your own brand's affiliate base could help your company assist those marketers responsible for promoting your products generate better results on your behalf.
Last year Affiliate Benchmarks, the affiliate marketing research division of New York-based digital consultancy House of Kaizen, released its sixth annual research project and Website Magazine has extracted several of the most interesting data points from that report in order to build a profile of the modern performance marketer.
Based on the research, affiliate marketers tend to be male (72.5 percent). The predominant age group is that of 25-34 year-olds (29.7 percent), followed closely by those in the 35-44 age range (23.9 percent).
Nearly half of survey respondents have been working in affiliate marketing for less than two years. In fact, 21.2 percent indicated they started in 2013 and 21.9 percent indicated they started in 2012.
Commitment & Dedication
Just 23.2 percent of affiliate marketers consider the practice their full-time job. Almost half (49.8 percent) indicated affiliate marketing was a part-time commitment and 27 percent said that were dedicated to the practice, but only as a hobby.
Slightly shy of 60 percent earn less than $10,000/year, and just 9 percent earn anywhere from $10,000 to $24,999. A full 17.9 percent indicated they did not know what their earnings were.
Roughly 36 percent of respondents owned just one website, while 42.7 percent owned 2-5 and 10.4 percent owned anywhere from 6-10. About 4 percent of respondents owned more than 30 sites.
The top three factors in deciding what program to promote include commission amount (45.4 percent), the product being sold and its price (28.5 percent), and the relevancy of advertisers and their products (27.9 percent). Other factors include the advertiser's reputation (23 percent), the reputation of the affiliate program itself (21.4 percent), the ad units (19 percent), the ability to deep link (16.6 percent), the EPC or potential earnings per 100 clicks (16.5 percent) and the payment terms (16 percent).
Respondents overwhelmingly indicated that Facebook was the primary method used to drive traffic to their website (66.3 percent), followed very closely by search engine optimization (64.9 percent). Twitter (48.3 percent), display ads (45 percent) and email marketing (40 percent) also made a strong showing.
The reason 38.3 percent of respondents decided to stop working with an advertiser was because not enough revenue was generated.
Affiliates are a unique breed of marketers, and merchants and advertisers must understand the methods they use and the motivations that drive them. Doing so could result in positive results for everyone involved in the performance landscape.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.