affilinet surveys marketing professionals at ad:tech London 2011

We recently carried out a poll of 111 marketers at this year’s ad:tech London digital marketing event about the challenges they face and plans for the year ahead. The results revealed only one in ten (12%) of those surveyed believe that businesses will be able to engage consumers as successfully without the use of cookies.  This represents a reduction from the 23 per cent that responded to the same question asked at the 2010 show, and highlights the lack of confidence in the new EU cookie directive, due to come into full effect next year. There is clearly a need for further communication and education around the enforcement of the new legislation around the use of cookies.

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.

Serena Masih

Serena Masih

Serena is responsible for affilinet’s marketing strategy in the UK and for raising brand awareness through events, PR and other marketing activities.
Serena Masih

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