If you’ve been in the affiliate marketing industry for as long as I have (16 years and counting!), voucher code or coupon publishers have consistently dominated affiliate programs the world over. According to this report from Research Reports World,the size of the worldwide Digital Coupons market achieved USD 6337.99 million in the year 2022.
It makes sense, too – it’s the perfect business model to take advantage of the demand for discounts and the last-click CPA model. Over time, voucher code publishers became highly adept at creating a great user experience, formed partnerships with all the top brands, while dominating organic search results for branded discounts.
Countless affiliate programs have been built on the back of this model, however there has always been some doubt about incrementality, particularly from outside the channel. Despite various reports and white-papers over the years demonstrating voucher code does in fact drive incremental value, doubts still persist.
I saw this first-hand working advertiser-side when we observed that over 80% of users left the basket to search “<insert brand> discount code” in a search engine, only to come back through an affiliate link and convert with a discount. This was problematic for three reasons:
Issues around points 1 and 2 have been, and will continue to be, discussed extensively which I won’t add to here. But some recent developments that have really got me thinking about point number 3…
At a recent round-table, with representatives from across e-commerce, we were discussing Scott Galloway’s ‘Clock Model’ of Brand Strategy. (In case you’re not familiar I recommend this video to get you up to speed).
In this model, traditional affiliate models would fit into the pre-purchase phase and driving customers into the purchase funnel from external platforms. However, if you think about the journey of those 80% of transactions in the example above – are voucher code publishers also heavily featured in the purchase phase? Not for every advertiser of course, but those that use voucher codes extensively I suspect have seen similar patterns.
If you accept Scott Galloway’s observations and predictions, this is territory advertisers are increasingly looking to invest in and control, and I think there are increasing signs this is already happening and accelerating with the below examples:
Considering the above, my guess is we’re already seeing a significant volume of transactions being transferred through the traditional voucher code channel, and that the trend is likely to continue.
Voucher code affiliates themselves obviously care and will need to adapt, but the risk to the wider industry is that solutions come along that sit outside the affiliate channel and budgets are siphoned away. Affiliate networks will certainly suffer from that.
The good news is most of the solutions listed above are coming from within the industry, which is testament to the innovation it’s renowned for.
Richard Wright is an affiliate marketing and partnerships expert with over 16 years experience spanning advertiser, agency, network and publisher side roles. He’s worked extensively with major brands and led global affiliate programs such as eBay Partner Network, Avis-Budget Group and Myprotein to name but a few.
Richard is an advocate of the view that the affiliate industry is above all driven by relationships, enabled by technology, and characterised by a performance based commercial model. Here, Richard shares his insights on voucher code or coupon publishers and their role in affiliate marketing…
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