Web Merchants in Focus
In Website Magazine's February 2014 edition, an article addressing the demographics and behaviors of the modern affiliate marketer was featured in the Performance Insider column.
As unique as affiliates are, so too are merchants. Affiliate Benchmarks, which the article based its reporting on, also studied merchants and advertisers and what they found could help you formalize your performance marketing strategies and finalize digital plans.
- 72.1% of advertisers and merchants stated the objective for affiliate marketing is to sell products or services to new customers. Other important objectives include generating leads and driving website traffic.
- 8.4% of advertisers/ merchants responded their affiliate efforts exceeded their expectations. Forty-one percent said their efforts didn’t meet expectations.
- 39.2% of respondents indicated the attribution model currently in use was “last click,” where full credit is assigned to the final interaction.
- 47% allocate less than 10 percent of their budgets to affiliate marketing.