The June 2012 study,“Affiliate Marketing – The Direct and Indirect Value that Affiliates Deliver to Advertisers” explores how affiliate marketing sites are meeting the needs of today’s online shoppers while driving sales for online retailers.
Based on a forecast of the affiliate marketing industry and a survey of 526 U.S.-based online buyers, as well as in-depth interviews with advertisers and affiliates, the report uncovered the following key findings.
• Affiliate marketing spend is on the rise and will keep pace with other areas of digital spend through 2016.
• The affiliate channel produces new-to-file customers and generates incremental customer acquisition.
• The affiliate channel attracts consumers who spend more than the average online shopper and are profitable for advertisers.
• Affiliate marketing helps trigger brand reconsideration and often closes the sale for online shoppers.
• Promotions in the affiliate channel have a positive impact on an advertiser’s brand reputation and loyalty.
“The study reflects how the affiliate marketing industry is strongly aligned with today’s value-driven, always connected consumer who typically visits multiple sites before making a purchase,” said Scott Allan, senior vice president of global marketing, Rakuten Linkshare. “As interactive marketing budgets grow and evolve, affiliate marketing will continue to be a key, measureable tactic for brands and retailers to attract and acquire new customers.”
Further, Forrester forecasts U.S. affiliate marketing spending will increase by a compounded annual growth rate of nearly 17 percent between 2011-2016, growing to $4.5 billion.
The report was unveiled at the Rakuten LinkShare Symposium New York event, where more than 300 companies including advertisers, publishers and agencies gathered to learn about the future of affiliate marketing. The full report is available online only through Rakuten LinkShare at this link.
About Rakuten LinkShare Corporation
Rakuten LinkShare Corporation (linkshare.com) provides e-commerce businesses with a vast, high quality pay per action marketing network, along with expert consultative services and patented technology. Rakuten LinkShare's cost-efficient pay per action (PPA) affiliate marketing network, search marketing programs and lead generation campaigns acquire new customers, increase revenue and drive results. Rakuten LinkShare clients are Fortune 500 and prominent companies doing business online, including J.C. Penney, 1-800-Flowers.com, American Express and Avon Products. Rakuten LinkShare was founded in 1996 and is headquartered in New York City, with offices in San Francisco, Chicago, Tampa, London and Tokyo.
Rakuten, Inc. (JASDAQ:4755), is one of the world's leading Internet service companies, providing a variety of consumer- and business-focused services including e-commerce, e-reading, travel, banking, securities, credit card, e-money, portal and media, online marketing and professional sports. Rakuten is expanding globally and currently has operations throughout Asia, Western Europe, and the Americas. Founded in 1997, Rakuten (global.rakuten.com) is headquartered in Tokyo, with over 10,000 employees and partner staff worldwide.
Kathy Keating, Blanc & Otus
P: 617-451-7355 - E: kkeating[.]blancandotus.com.