For Better Affiliate Results, Embrace The Mobile App Ecosystem
As the affiliate marketing industry further evolves and matures, the trend among enterprises is to grow and diversify affiliate partnership programs in search of ways to maintain personalisation at scale. Affiliate networks, brands and publishers can be seen investing heavily in new technology that makes their affiliate partnership programmes more manageable, targeted and profitable. A particular focus is on mobile, not least because it now accounts for 50% of affiliate-referred traffic.
Unlock mobile opportunities
There’s no avoiding the mandate of mobile. As the path to purchase has evolved and become increasingly native within mobile apps, consumers find it easier to purchase there. That in turn yields higher conversion rates, bigger average order values and higher lifetime value.
Partnership managers who adopt a mobile solution for affiliate partners also unlock new, untapped partnership opportunities, as there are all sorts of mobile apps with which clients can begin to partner once they have a solid mobile partnership solution in operation — from social video platforms and shopping apps to rewards programmes and even augmented reality apps.
Mobile deep linking then allows numerous enhancements to user experience, which in turn encourages the propensity to convert. Deep links direct users to a specific place in an app and, with the right partnership platform in place, enable marketers to track their partners’ referrals seamlessly, without having to grapple with the complexities of app links, universal links or proper click tracking.
It is incumbent on affiliate teams to address the challenges of the mobile app world and start driving mobile affiliate traffic into mobile apps in this way. This is an opportunity, but it is also increasingly an obligation, as failure to do so will inevitably result in missed opportunities, with affiliate traffic dumped into suboptimal mobile web pages.
Be a mobile-first mover
Embracing mobile enables marketers to drive more revenue and higher conversion rates with existing affiliate partners and to extend their reach into entirely new types of partnerships.
There’s also a competitive advantage to being a mobile-first mover. Even at this increasingly mature stage in the development of mobile, relatively few enterprises boast a comprehensive mobile partnership solution, and partners typically want to work with those brands that have the best tracking and conversion rates — after all, it makes them look good, too.
You can learn more about getting the most value from your affiliate partnerships in our eBook: 13 best practices for affiliate partnerships.
Publisher Discovery Receives Investment To Boost Affiliate Recruitment Tech
Publisher Discovery has received an investment funding round (£800,000), from a consortium of investors to enhance its tech for advertisers to target and recruit potential affiliates more accurately.
The platform uses AI technology to monitor millions of websites, ranking them by relevance and traffic to increase efficiency for advertisers and reduce frustration for browsers. Publisher Discovery holds two patents for its AI technology and is currently applying for a third.
The new investment, led by specialist technology investor Par Equity, will be used to further develop Publisher Discovery’s technology assets. For instance, to hold more data (such as the country code) on the affiliates it recommends. The cash will also support partnership deals, an important part of Publisher Discovery’s expansion strategy.
The company recently signed an agreement with TUNE, one of the leading SaaS platforms for building, managing, and growing partner programs for advertisers and networks. The deal means that TUNE clients now have access to Publisher Discovery’s database of more than two million active affiliates.
“Par Equity is renowned for spotting the best new technology investment opportunities and is unquestionably one of the most respected funders of early-stage businesses. It was a rigorous due-diligence process, which shows the level of detail the Par team go into when making an investment decision. The team of advisers they made available to us means Publisher Discovery will be able to exploit a technological advantage and grow more quickly,” said Tom Bourne, CEO of Publisher Discovery.
“Publisher Discovery solves one of the oldest and biggest challenges in the affiliate marketing industry – finding the right affiliates to recruit. Its unique approach means there is no direct competition and enables the company to work in partnership with other affiliate networks and tracking platforms. A business that has a patented technology to support the whole online marketing ecosystem is an exciting investment opportunity for us, especially when COVID-19 means consumers are being pushed online and advertisers are demanding a quantifiable return on their campaigns,” commented Par Equity managing partner, Paul Munn.
How To Increase Your Brand’s Value With Influencer Marketing
Influencer marketing’s popularity has soared in recent years. In fact, according to a study, about 93% of marketers used it in 2019. One of the reasons for this being that consumers don’t see influencers as people who have any vested interest in the growth of the brand.
This is perhaps the reason why about 63% of consumers trust what influencers say about a brand more than what a brand says about itself. Numerous brands are now using it to grow and boost their sales. Here’s how you can use it to increase your brand’s value.
How Can You Use Influencer Marketing to Increase Your Brand’s Value?
Here’s how you can leverage influencer marketing to boost your brand’s value.
1. Boost Your Social Media Influence
Influencer marketing is one of the best methods to grow your social media influence. Influencers can help you grow your social media reach, engagement, and followers. They use the best photo & video editing tools to make their visuals professional. When influencers post about your brand or products, their audience will take note of it. This can grow your reach.
Additionally, many of them might end up checking out your page and posts. This can lead to increased engagement. Some of them may end up following you too.
Jess Dover is a micro-influencer. She partnered with Lovekins Australia to promote their products and brand on Instagram.
Image via Instagram2. Grow Your Website Traffic
You can also partner with influencers and grow the traffic to your website. The influencers can include links in their posts and direct their followers to your website. Not only does this bring traffic to your website but it can also improve your SEO.
This is because the high traffic volume will be targeted traffic too. As a result, it’s likely that the visitors will remain on your website for longer durations. This, in turn, helps improve your SEO.
Additionally, the traffic that you get could also help you generate sales. This can help you drive more revenue as well.
Note how Lisa, a plus-size influencer, has partnered with Catherines Plus Sizes to promote their products. She has mentioned in the post that the link to purchase it is in her bio. This can drive traffic to the brand’s website.
Image via Instagram3. Partner with Influencers as Affiliates
One of the best ways of growing your brand value is by partnering with multiple influencers for affiliate marketing campaigns. You can provide them with a special link and promo code to get started.
Whenever anyone purchases from you using their link or promo codes, they get a commission on the sale. Such partnerships mean that the influencers would be motivated to drive more sales for you as that will mean better income for them.
As a result, many of them may share multiple posts with your brand mention. As a result, your brand recognition will increase along with your sales.
Note how Revolve has an affiliate marketing program for influencers. They pay 5% commission on every order.
Image via Revolve4. Testimonials
One of the best ways of growing your brand value is by partnering with influencers and having them write a review of your product or service. When they write good things about your brand, it carries a lot of weight as they’re seen as authorities in their niche.
While this does help improve your reach, engagement, and sales, it can also be repurposed as testimonials. You can showcase the influencer’s review as a testimonial for your brand. When people see that the influencer vouches for your brand, it can improve your brand trust.
However, for this to work, you must partner with the right influencers. For this, you need to look for influencers in your niche and find genuine ones. You can leverage influencer tools for this. Alternatively, you can manually look for influencers and go through their profiles to figure out if you should partner with them.
Final Thoughts
Influencer marketing is a great way to promote and grow your brand online. By partnering with influencers, you can grow your brand awareness, engagement, and sales.
To boost your brand value, you can get the influencers to drive traffic to your social media pages and website. You could also partner with them for affiliate campaigns or repurpose their reviews as testimonials for your brand.
Do you have any questions related to the methods mentioned above? Let us know in the comments.
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