Welcome to another Affiliate Pulse.
We’re back from a busy week in London with plenty of insights to share. At IPX, we heard about the collapsing funnel and evolving creator economy, existential threats and the answer era. At Partnerships Day, panellists delved into the machine-mediated market, affiliate’s role in this next chapter and tapping into new strategies.
We’ve got breakdowns on these insights below and upcoming interviews that dive deeper — stay tuned.
We also hear from the APMC's Annalena Bauer, our newest Industry Voice columnist, on the German market and share industry insights on what to avoid when organic traffic is down.
Now, let’s get into the news.
In today's newsletter:
- Pick of the day: “The Funnel is Collapsing”: impact.com’s San Sareen Talks Convergence and Creators.
- Trending: “Affiliate Will Continue to be Important Within This New Paradigm”: Partnership Day Delves into New Affiliate Reality.
- Industry Insight: Don’t Artificially Inflate Your Traffic Numbers.
Pick of the day
“The Funnel is Collapsing”: impact.com’s San Sareen Talks Convergence and Creators
We recently sat down with San Sareen, Regional Vice President (EMEA) at impact.com, to hear about channel convergence and the collapsing marketing funnel.
​According to Sareen, while the industry is moving away from working within silos, the primary convergence barrier for brands is a lack of data points and metrics — something powered by technology. Once that gap is plugged, Sareen said, strategy is the next priority.
We also spoke about the evolution of compensation models and the opportunities on the horizon.
Trending
What's hot on Hello Partner right now
Stronger Together: How the APMC and APMA Are Unlocking the True Scale of European Affiliate Marketing
The APMC's Annalena Bauer breaks down the data behind the German market.
PI LIVE Launches Influencer & Commerce Summit for Performance-Led Marketing
Affiliate and influencer marketing are growing closer than ever. While more budget is being allocated to the influencer space, there are pain points. This year, at PI LIVE Europe: Festival of Partnerships, we’ll be unpacking these challenges with our new Influencer & Commerce Summit.
In An AI World, Be a Real Human Being, Says Former Warner Bros. Exec
According to Jason Bevan, Former Head of Creative Development and VP Marketing EMEA at Warner Bros Studios, storytelling can add colour and life to partnership building.
Shifting to a Holistic Growth Ecosystem: How Affiliate Moves on From Last Click
How does affiliate contend with the new AI reality? Experts say there needs to be a mindset shift.
“Affiliate Will Continue to be Important Within This New Paradigm”: Partnership Day Delves into New Affiliate Reality
Here’s our breakdown of the key takeaways from the day.
What We Learned at IPX
The industry is at an inflexion point, and the path ahead won’t be straightforward.
Industry Insight
Stay at the top of your game
This week, we’ve got words from Julian Roberto Henrichs for publishers: Don’t intentionally create new browser tabs when a user scrolls or when they close a pop-up by clicking "x".​
Julian notes that this "mechanism" has popped up more frequently lately — something he attributes to a countermeasure to the organic traffic losses over the last few years.​
But he warns that this is not a “high-intent” clickout to the brand page and, by doing this, you’re not only inflating traffic numbers in performance dashboards and affiliate networks, but also disrupting the user experience on your website.​
It’s also worth noting, he says, that when clicks increase, but conversions don’t follow, advertisers will pick up on this, while Google does not look kindly on inflated traffic with low engagement on the following page.​
And in a time where consumer journeys are fragmented, it’s also going to frustrate the user.
“I am usually totally on board with the challenges and risks that publishers are facing right now, but this is not an appropriate solution to it,” says Julian.
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Until next time,
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Madaline Dunn Community Editor Email me Connect with me on LinkedIn |
