Article

Greta Paa-kerner
Greta Paa-kerner 15 January 2016

The Future Of Mobile Is Today, Is Affiliate Marketing Being Left Behind?

Mobile has elevated consumers' expectations about how they are served, how they shop and what they expect from a brand.

An interesting blog about the future of mobile was hosted by Forrester and it made some very good points about what shoppers expect from their digital device.

In the article “2016 Mobile Predictions: Alternative Ecosystems Beyond Android and iOS Will Emerge”, Forrester states that mobile experiences have become static and brands are too complacent in serving customers in an online environment that most benefits the user, where they already are. Why do brands assume that consumers will break their user habits and open an app rather than continue on engaging in context?

As consumer expectations of hyper personalisation and convenience escalate in 2016, there is added pressure on brands to exploit new technologies to serve consumers where they want to be served, in their current environment. Brands need to go where the consumers are, not the other way around.

Mobile is one of the most disruptive technologies for businesses since the advent of the Internet and brands that are complacent will lose out. Mobile has elevated consumers’ expectations about how they are served, how they shop and what they expect from a brand. As consumers we expect to interact with brands to get any product, information or service we desire immediately, on the device convenient to us and within context of our own user habits.

Investment:

What does this consumer mind shift mean for affiliate marketing? Are brands and affiliates doing enough to engage with consumers on mobile devices within context? The first step in Affiliate Mobile Marketing is to understand that it is a disruptive paradigm change and not just another bolt-on channel. This colossal 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.

Greta Paa-Kerner (@gretapk) is a tutor specialising in digital and affiliate marketing as well as an independent marketing consultant through Ganduxer Consulting. Visit her blog and LinkedIn profile at uk.linkedin.com/in/gretapaakerner.

Original Article

Read More About Mobile Marketing

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
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
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
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more