The Convergence of Influencer and Affiliate Marketing
The growing popularity of social media channels has led to the rise of the influencer, a relatively new marketing phenomenon. Influencers have rapidly come to play a vital role in a brand's marketing mix, offering top-of-funnel brand exposure, compelling content to use across paid and owned channels
Influencers have much to offer brands, however, traditional influencer campaigns have historically been difficult to track and measure. Many companies have moved towards the performance-based model, measuring influencers based on outcomes and giving them more control over their marketing costs and a better way to measure ROI.
The impact of Covid-19 on marketing budgets led to these new rules of engagement. Rather than only paying a flat fee per post, companies shifted to paying influencers based on performance, such as new revenue, new customers, or incremental sales. Many influencers adapted to these changes, partnering with a broader range of brands and gaining more control over income streams.
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