The Evolution of the Affiliate Profile – By Teodora Chiribelea (former Dobjanschi)

by Jenae Reid on October 23, 2017

The affiliate marketing industry has evolved rapidly across the globe, and more companies have decided to integrate this channel in their online strategy in order to gain new leads or sales, and expand their market reach.FeedFront issue 40 cover

Today, affiliate marketing is the second most used channel to promote brands online and is predicted to reach $6.8 billion until 2020 (Forester).

This evolution is closely tied to the evolution of the affiliate marketers profile as well. In the beginning of the industry, most affiliates were individuals, bloggers, and private owned websites.  Today most affiliates are registered as companies, or part of larger groups of companies, owned by TV corporations (ex. CBS and CBS Interactive), or large publications (ex. Purch), etc.

If we take a closer look to the affiliate profile today, we can see that 54% of them are working from home, and 19% are working from an office, while the rest of them are mixing the two (AffStat, 2016).

Approximately 55% of the affiliate marketers are married, and 32% of them have between 35-44 years old, while the second largest age group is 25-34 years old with 28% of the affiliate marketers in this category (AffStat, 2016).

Their top FIVE most used traffic sources are: SEO (69%), Social Media (67%), blogging (65%), email marketing (48%), and PPC (34%), according to the AffStat Survey 2016.

We can see here that social media is rapidly growing, and it is today the second most used source to drive traffic to their websites and increase conversions. Another channel that is currently trending among online marketers is video blogging, video ads (ex. YouTube), social media videos (Facebook, Twitter), etc. We expect these to become more and more popular among worldwide affiliate marketers in the upcoming years as well.

If we take a look at the type of programs affiliates are promoting, we can see that B2C programs are still the most popular ones, as 60% of the affiliate marketers are promoting this type of products. The reason FOR this is simple, as the sales cycle of B2C programs is different than the one of B2B programs, and much friendlier for B2C in the online environment.

The computer and electronics category is the most promoted today (41%), closely followed by clothing and apparel products (40%), and the rise of online services as the third most promoted products category with 30% of them in this category (AffStat, 2016).

However, there are still many affiliates promoting only a couple of programs, as 42% of the affiliate marketers are promoting between 1-10 programs, 23% of them promote 11-20 programs, and only 14% of the affiliates promote 21-30 programs.

I think this is one of the challenges of affiliate managers, as they strive to provide affiliates with everything they need to be able to promote more programs and understand their needs.



Teodora Chiribelea (former Dobjanschi) is Affiliate Network Manager at Avangate Affiliate Network.

This article appeared in issue 40 of FeedFront Magazine, which was published in October 2017.


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