Will performance marketing survive another recession? This is the question on everyone’s lips right now.

History would have us believe that, yes, performance marketing can survive just fine – and maybe even thrive – during a recession. Back in the 2007-08 financial crisis, it’s said that the affiliate space “shone the brightest” out of all marketing channels. It’s easy to see why. When the belts are tight, performance marketing is beneficial for both consumers and retailers.

For consumers, discount codes, coupons, and referrals from trusted voices are all savvier ways to shop. Nowadays, we also have new publisher models, like BNPL, that promise to help consumers save money.

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