The selection of marketing affiliates is undergoing a transformation. First movers in marketing are changing how they view their efforts. Whereas rigid segmentation may have dominated the landscape a few years ago, today’s marketers are seeing the bigger picture. This shift is causing a revision of how affiliate effectiveness is measured and is leading to a widening gap in investment between the poor and high performers.
- Retailers are changing the way they look at members in their affiliate marketing networks to determine where to allocate their marketing budgets.
- Based on that information, Harry & David decided to increase its ad spend with this affiliate nearly tenfold from the previous year.
- Online retailers are also starting to become more selective when it comes to the affiliates they work with.
“Online retailers are also starting to become more selective when it comes to the affiliates they work with.”