On this week’s episode of the Affiliate Marketing Podcast, Lee-Ann interviews Kevin Edwards from the APMA about the recent State of the Nation report on affiliate marketing.
They discuss the growth of the affiliate marketing industry, the role of influencers, the importance of training and education, and future trends in the sector. The conversation highlights the significant financial impact of affiliate marketing in the UK and the need for brands to adapt to a rapidly changing landscape.
Talking points include:
- Understanding the State of the Nation Report
- Influencers are increasingly becoming a significant part of the affiliate marketing landscape.
- Driving Sales: The Role of Publishers and Brands
Listen in here for all of the insights….
UK Affiliate Marketing Boom: Why £1.6 Billion in Spend Signals Growth Beyond Expectations
Lee-Ann dives into a big takeaway from the State of the Nation report: UK brands have spent a staggering £1.6 billion on affiliate marketing in 2023, a 17% year-on-year growth. Despite economic headwinds, the industry is thriving and expanding in ways we might not have expected. Kevin attributes this growth to the UK’s adaptability, with brands here embracing new tech and fresh approaches faster than ever. It’s a strong signal that affiliate marketing in the UK isn’t just weathering the storm; it’s evolving and setting a new standard in the global market.
Influencers and Content Creators: Shaping the Future of Affiliate
One of the standout trends Kevin shared in the report is how influencers and content creators are making waves in affiliate marketing. Unlike previous years where cashback and loyalty programs took center stage, we’re now seeing a stronger push from influencers who are building personal brands on platforms like Meta and TikTok. This shift is making affiliate marketing feel more authentic and versatile, as brands can now tap into niche communities through creators who genuinely connect with their audiences. It’s exciting to see the affiliate channel evolve beyond traditional models, with influencers now becoming a core part of many affiliate programs. The key? Diversifying with a blend of tried-and-true affiliates and creative influencers who add a new dimension to brand reach.
Strong Partnerships and Fast Payments: Essential for Affiliate Success
In affiliate marketing, solid partnerships and fast, reliable payments aren’t just nice-to-haves – they’re essentials. As Kevin pointed out, affiliates now have a lot of options, so brands need to offer more than just competitive commissions; they need to stand out with strong relationship management and prompt payments. Kevin stressed that paying affiliates quickly is one of the best ways to show that a brand values its partnerships, which can make all the difference in retaining top-performing affiliates. With more affiliate programs available than ever, brands must focus on fostering trust and building relationships that go beyond transactions. Kevin predicts that as brands step up these practices, they’ll not only grow their affiliate base but also strengthen the entire affiliate ecosystem. For more on the APMA’s recommendations, check out the full report and start planning for 2025.
Listen to find out more about:
- “UK brands spend £1.6 billion on affiliate marketing”.
- The APMA is the first trade association for affiliate marketing in the UK.
- The State of the Nation report reveals a 17% year-on-year growth in affiliate marketing spending.
- Training and education are crucial for sustaining growth in the affiliate marketing industry.
Key segments of this podcast and where you can tune in to go direct:
[03:00] Understanding the Growth of Affiliate Marketing
[15:55] The Impact of Publishers and Brands on Affiliate Success
[18:19] Challenges in Training and Education for Affiliate Marketing
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