Article

Greta Paa-kerner
Greta Paa-kerner 19 February 2015

Mobile Is A Major Paradigm Shift, Is Affiliate Marketing Fully Embracing It?

Mobile is the greatest disruption to business since the Internet, is Affiliate Marketing taking it seriously enough?

Is Affiliate Marketing Taking Mobile Seriously Enough?



An interesting report about the future of mobile was developed by Forrester a few months ago and it made some very good points about the future of mobile.

In the paper “Predictions 2015: Most Brands Will Underinvest in Mobile”, Forrester states that mobile is one of the most disruptive technologies for businesses since the advent of the Internet. Mobile will play a central role in a broader digital transformation that has begun and will continue to disrupt the way we engage with brands online.

The article claims that the shift to mobile has elevated consumers’ expectations about how they are served, how they shop and what they expect from a brand. We expect to interact with brands to get any product, information or service we desire immediately and on the device convenient to us.

Investment
What does this mobile transformation mean for affiliate marketing? Are brands and affiliates doing enough to engage with consumers on mobile devices? The first step in Affiliate Mobile Marketing is to understand that it is a mind shift and not just another bolt-on channel. This paradigm shift should then lead a brand to allocate sufficient cross-functional investment in IT, customer service, ecommerce, and marketing to transform their business to take full advantage of mobile technologies. Brands need to do it, networks need to do it and affiliates need to do it too.

Tracking
In the world of affiliate marketing, attribution is everything. The issue affiliate marketing has with mobile devices is the fact that they are not cookies based. We have become too reliant on cookies as a tracking device because it is so easy, but this will need to change quickly. Affiliates need a fail-proof method for sales attribution or they are not going to fully embrace the mobile paradigm shift. This requires stitching together a new way of tracking much like fingerprinting, but across data sources across devices. It will have to be universally accepted and respectful of privacy data.

Consumer Marketing Opportunities
Over the past few years Affiliate Marketing has been exploiting other digital marketing channels such as display and search, but with a different shaped commercial structure, performance. Affiliates engage in these digital marketing activities on behalf of brands in exchange for a percentage of sales and without an upfront budget. Continuing this infringement into search and display advertising on mobile devices will only become a main-stream affiliate marketing practice if the tracking dilemma is resolved and affiliates can see how they can make money in mobile. They will then invest the time, skill sets and budgets.

As the affiliate channel often leads the way for developing new technologies, this may lead to the evolution of other mobile consumer marketing opportunities such as real-time offerings, flash sales, and dynamic pricing. A few kinks need to be resolved for the mobile revolution to fully take hold in the affiliate marketing channel.

Link to Report

About Author:
Greta Paa-Kerner is a guest lecturer on digital and affiliate marketing and a management consultant through Ganduxer Consulting. Visit her blog and and LinkedIn profile.

Read More on Digital Doughnut

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
5 Off-Page Methods to Improve Your Page's Position on Google

5 Off-Page Methods to Improve Your Page's Position on Google

On-page SEO is one of the things that is on the mind of every website owner out there, and there is a good reason for that. It is one of the key factors based on which Google will rank your website, along with other factors, such as backlinks, or the quality of your content.

Joan Selby
Joan Selby 20 April 2017
Read more
How digital and direct mail became best friends

How digital and direct mail became best friends

The propaganda from digital marketeers said direct mail was dead. Now they’re retreating with their tails between their legs begging to be let back in. After all, the already powerful direct mail can have even more impact when paired with digital. But how are the digital natives returning to direct mail and why?

David Amor
David Amor 26 April 2017
Read more
5 essentials of an agile content contingency plan

5 essentials of an agile content contingency plan

Theresa May’s decision to call a snap election should be a wake up call to any organisation that isn’t able to respond to unpredictable events

Miles Kendall
Miles Kendall 24 April 2017
Read more