The research also showed that although 32 per cent of respondents believe affiliate marketing is more effective at generating sales than other forms of marketing, almost one in five businesses (19%) are still not utilising the benefits of affiliate marketing as part of their multi-channel strategy. 54 per cent of respondents reported that marketing budgets are set to increase in the next year, with over a third (35%) also reporting that affiliate marketing budgets are set to grow too. Furthermore, only 11 per cent of businesses reported all marketing activities truly integrated across all online and offline channels.
It’s good to see that affiliate marketing and the overall marketing budgets in many businesses are on the rise, but disappointing to find that one in five people are still not fully utilising the benefits of affiliate marketing. This reflects how we must continue to demonstrate how affiliate marketing can be used as an umbrella discipline, to generate sales or new customers through a range of channels, whether it is through display, search, social, mobile or email.
Data is also increasingly important to many businesses, whether this is to provide insight on customers, sales conversion statistics or figures on lead generation. This is highlighted by the 81 per cent of businesses that reported utilising marketing data to make wider business decisions, such as optimising their marketing activities (93%), understanding consumers (70%) and generating more profit (67%). This is something that we are continuing to focus on as a business, highlighted by our recent launch of product level tracking tool within our platform.
What do you think about the findings of the research? Do they reflect the challenges you face or do you have the above issues under control? We’d be interested in hearing from you, so post your thoughts in response to this article.
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