In a tougher economic climate, consumers are hunting deals, but they’re also risk-averse.
Loyalty is more important than ever, and only a fraction of purchases can be swayed by lower-funnel tactics.
According to WPP Media’s How Humans Decide whitepaper, produced with Oxford University’s Saïd Business School, just 16% of sales are open to influence, with the rest driven by existing brand bias.
The research analysed 1.2 million purchase journeys to uncover how brand priming, consumer receptivity, and touchpoint influence shape buying decisions. It found that paid media builds awareness, but owned, shared, and earned (OSE) touchpoints are nearly three times more effective at converting bias into actual purchases. In short, influence matters more than reach.
What does this mean for affiliate marketing?
Good things. Affiliate is no longer just a last-click channel.
Publishers can build loyal, high-intent audiences that trust their recommendations. They can introduce new brands safely, guide consumers through the funnel, and strengthen long-term loyalty through consistent, personalised engagement.
It was something that came up repeatedly at PI LIVE Europe. Affiliate is no longer evolving; the full-funnel era is here.
Sessions like Blue Light Card’s ‘Beyond Discounts’ exemplified how affiliates now influence consumers at every stage of the journey, not just at conversion.
In a market where only 16% of purchases are swayable, this capability puts affiliate marketing in a prime position.
For brands, the channel does present a significant opportunity to introduce themselves and build loyalty with trusted groups of consumers. When this is done right, it can create healthy, long-term relationships between buyers, advertisers, and affiliates.
