The thing with the performance marketing industry, and with marketing in general, is that it really evolves fast.
And by fast, we mean that just a few months can redefine how certain phenomena are perceived. This is the case with the affiliate marketing world, too.
New Affiliate Marketing
Only a few years ago we looked completely different at affiliate marketing. The concept was conceived in the late ‘80s and has since gone through a lot of changes.
It grew in scale and more opportunities were created for publishers, advertisers, and customers.
In the process, some branches of it became questionable, ultimately bringing the deserved reputation to certain advertising solutions and techniques.
But what kept the impressive full-throttle, was the solutions provided for and by the biggest brands on the market.
These are, and always have been, the most edge-cutting, cleanest, technologically advanced, safest, and with the biggest budgets.
Following McKinsey, the bumpy road of the modern consumer journey led to the creation of something that is the ultimate response to how a modern, knowledgeable consumer shops.
The pandemic e-commerce surge first boosted it and then propelled further by changes in privacy regulations and expectations.
As an effect, we are left with a transparent ecosystem of placements that are fully subordinated to how consumers think, make decisions, and even evaluate opportunities.
This ecosystem evolved to go just beyond retail placements (so really only the BoFu) to cover the entire sales funnel.
The most interesting part is that it actually works by turning media impressions on relevant placements, into actual sales.
So, to conclude this point – modern commerce media extends the effectiveness of what would traditionally be understood as affiliate marketing.
It’s a natural next step in evolution that offers more scale, exposure, and safety for the brands (for example by completely ignoring cookies).
It also brings better performance by finding relevant, motivated shoppers in non-disruptive placements, nurturing their shopping needs, and not forcing anything on anybody.
What Does Commerce Media Mean for the Q4 Shopping Season?
The last quarter of the year is the most intense period for marketers and consumers – this does not change. Black Friday, Thanksgiving, Christmas, and more – all these occasions boost consumer spending and overall shopping activities.
For advertisers (brands, agencies, media buyers, and affiliate marketers) this means more available consumers with higher budgets and even more shopping intent.
In the commerce media era, this only adds up to the general scalability and increased performance of advertising campaigns.
But the results will only show after careful preparations, and the experience tells us that the sooner the advertiser gets ready for the shopping season, the better.
More data means more room to optimize, move funds, and change priorities in order to maximize revenues driven to brands.
In Zeropark, they are also deep into preparations, and they would like all advertisers to join. Below, you can see a portion of the data they work on with Zeropark advertisers to maximize their advertising.
Their teams have already prepared long lists of untapped potential for different brands. See how much more revenue could be generated, if the full potential of commerce media advertising is unlocked.
This is of course a limited version of their data sheet. To unlock all the insights, make sure to get your copy of the free report available on Zeropark’s website.
There, you will see insights not only on how modern shoppers complete purchases, but also the potential performance of many mainstream brands.
Head of Digital at Mobidea
João is the Editor-in-Chief at Mobidea Academy, a tech player, dynamic, proactive, and fun! When he's not focusing on his role, he enjoys eating tasty food.
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