🧐Can Affiliate Cut Through the Noise in MMMs?

I’m back into the swing of things after a short break in Devon. It was a delight. I’m now back in the saddle, and this week, we’ve got insights from columnist Rachel Said on affiliate and MMM, unpack the recent APMA AI report, and hear from Niklas Schwake on the importance of storytelling and his thoughts on AI creators.

​Here, I’m linking in a recent piece from my colleague Creator Economy Journalist Sofia Aira, which zoomed in on a particularly interesting facet of the topic: the emergence of and controversy around AI wellness influencers.

​Speaking to Phyllis Marcus, Vice President at the National Advertising Division (NAD) of BBB National Programs, about whether consumers will be able to trust AI influencers, Marcus said: “While it is difficult to answer whether we can ever trust AI-generated influencers, basic principles apply. Consumers should not be misled about who, or what, is speaking. Nor should they be misled about the efficacy of the product that is being advertised.”

​As affiliate and creator continue to converge, it’s an interesting conversation to keep tabs on.

Below, we also delve into the new story of partnerships, the Affiliate CSS Playbook and share some advice for marketing seniors. Hint? Don’t let your pride obscure new ideas and more productive paths. 

Now, let’s roll with the news.

In today's newsletter:

• Pick of the day: The Power of Showing Publishers Are Brands Too.
• Trending: Niklas Schwake on Balancing Brand and Performance and the Power of Community.
• Industry Insight: Marketing Growth Mindset ≠ Reading Another Book.

Pick of the day

The Power of Showing Publishers Are Brands Too

In her latest Industry Voice column, Rachel Said delves into MMM, incrementality, and preparing for the path ahead.

“If we continue to speak merely about 'affiliates' as an all-encompassing term, I fear many programmes won't cut through the noise in MMMs,” writes Rachel, noting that the call for greater segmentation is the right move.

“A big part of this must involve identifying the specific partners driving volume, giving them their own face and business identity. Affiliates can easily be dismissed as insignificant in an MMM report when grouped under a single label.”

Trending

What's hot on Hello Partner right now

The New Story of Partnerships

The path to purchase isn't a funnel. It's an ecosystem.

APMA AI Report Examines the Commercial Models that Exist Without the Click 

James Bentley, author of the report and Chair of the APMA AI Taskforce, says AI represents the “next major evolution.”

Your Unfair Advantage in Google Shopping: Inside adstrong's Affiliate CSS Playbook

In this session, Jordan Riggon, Head of Affiliates at adstrong and leading figure in CSS, shares insights behind billions in order value generated from Google Shopping.

Niklas Schwake on Balancing Brand and Performance and the Power of Community

According to Metapic Co-CEO Niklas Schwake, community and trust are more important than followers and reach.

Industry Insight

Stay at the top of your game

This week’s industry insight comes from Jari Boer, who has some advice for senior marketers — although, in my opinion, it’s applicable to everyone. 

Jari says that in marketing teams, the most dangerous person is not the junior employee who makes mistakes, but the senior who is too attached to a bad idea to let it go. 

“Growth mindset in marketing is not reading another book,” says Jari. 

Instead, it’s having the wherewithal to kill a campaign you were hyped about, acknowledging someone more junior has a better idea, pivoting when you find out you were wrong and…

“Not calling every failure “a valuable brand-building experiment.””

With the Odyssey returning to the spotlight, it brings with it a valuable lesson: hubris will likely be your downfall. 

Jari writes: “The goal is not to be right the first time. The goal is to become less wrong, faster.”

Amusing Affiliates

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Until next time,

Madaline Dunn Community Editor Email me Connect with me on LinkedIn