While affiliate marketing will continue being an important aspect of publishers’ website monetisation strategy, they must also experiment with other options like direct-to-consumer sales.
In the US market alone, affiliate marketing spend is expected to reach $8.2 billion this year, up from $5.4 billion in 2017. Along with dedicated review sections and embedded shopping links in specific articles, publishers are also focussing on digital stores, dedicated to generating affiliate sales.
Given the increased competition from other media companies and the growing popularity of social commerce, publishers must now avoid over relying on affiliate marketing. While publishers are increasingly stepping into the affiliate marketing space, they must also experiment with other means to generate ecommerce revenue.
For instance, publishers like BuzzFeed are opting for direct-to-consumer options, enabling customers to directly purchase from their site. Similarly, online shopping on social platforms is becoming popular among customers. Such platforms now even significantly influence purchase decisions. So, publishers must factor in affiliate marketing along with ecommerce opportunities across their social channels to be relevant among target audiences.
[6 minute read]