In this podcast episode, Lee-Ann Johnstone interviews Tricia Meyer, the executive director of the Performance Marketing Association (PMA), discussing insights from a recent brand survey.
They explore the significance of agency involvement in affiliate marketing, trends in advertiser spending, the importance of segmentation, and the impact of pricing models. The conversation also touches on the focus on profitability, program maturity, and the strategic use of subnetworks.
Talking points include:
- The need for brands to adapt to a competitive landscape.
- The challenges that content publishers face due to algorithm changes.
- The crucial role that agencies play when it comes to affiliate marketing success – 77% of respondents managing affiliate programs are agencies.
Listen in here for all of the insights….
PMA Brand Survey: Unveiling Critical Insights for Affiliate Managers
The recent PMA Brand Survey has revealed significant data shaping the landscape of affiliate marketing. Conducted by the Performance Marketing Association (PMA), the survey highlighted that 77% of respondents were agencies managing affiliate programs for clients. This underscores the pivotal role agencies play in the U.S. market, leveraging their expertise to drive affiliate growth and strategies. Unlike Europe, where individual brands dominate the market, U.S. agencies act as catalysts for innovation, blending best practices and insights across multiple programs. This differentiation is crucial for affiliate managers, signaling the growing reliance on agencies to navigate the complexities of tracking, recruitment, and performance strategy in the ever-evolving affiliate space.
Evolving Affiliate Program Dynamics: The Shift to Maturity and Segmentation
Affiliate program maturity directly correlates with success, as revealed by the PMA survey. Mature programs report higher percentages of active affiliates contributing to clicks and sales, contrasting with newer programs relying on fewer, high-volume publishers. This finding challenges the outdated “80/20 rule,” demonstrating that long-term success lies in nurturing diverse publisher relationships. For newer programs, the key takeaway is to focus on incremental growth through strategic segmentation. Building meaningful partnerships with varied publisher types ensures sustainable program expansion. As competition intensifies, affiliate managers must prioritize segmentation to stay competitive.
Emerging Trends: The Power of Subnetworks and Content Diversification
The survey also highlighted the growing role of subnetworks in affiliate marketing. Over 90% of programs reported leveraging subnetworks to access niche markets and streamline publisher recruitment, making them essential for early-stage growth and scaling into new territories. Additionally, content-driven publishers remain integral to brand visibility, despite higher costs and slower ROI. The evolving landscape, shaped by AI, Google algorithm changes, and social media, presents opportunities for innovation. Affiliate managers are urged to balance content investment with quick-win channels like cashback and loyalty sites, ensuring a holistic approach to long-term profitability. The future demands agility, with segmentation, data analysis, and adaptive publisher strategies driving success in 2025 and beyond.
Access the 2024 Performance Marketing Brand Survey by clicking here.
Listen to find out more about:
- Brands are focusing on profitability rather than just growth.
- How working with subnetworks can enhance affiliate program reach.
- Why the 80/20 rule in affiliate marketing is no longer valid.
Key segments of this podcast and where you can tune in to go direct:
[04:12] The Significance of Agency Involvement
[21:10] Future Predictions for Performance Marketing
[24:17] Good Things Take Time – Top Tips to Take Away
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