Affiliate marketing is currently at an inflection point—with digital marketing spend in the UK at 23 billion pounds, affiliate marketing spend is just less than 3% of the digital market (equating to 627 million pounds). Now more than ever, we need to rethink how we position affiliate and partnership marketing to the rest of the industry if we want to increase our market share.
All successful companies adapt as their industries evolve, and this mindset of adaptation and change is one we should lean into as an industry. And it should start with how we’re propositioning partnership marketing to the gatekeepers of digital ad spend, because when it comes down to it, most Chief Marketing Officers (CMOs) often don’t know what we do within partnership marketing or why they should care.
Watch my full video below to learn more about our current position in the market, and how we can better engage with CMOs and the industry to increase our 3% marketing spend.
Moving to Outcomes: Reimagining Partnership Marketing with Helen Southgate
Marketing agency powering 200+ brands globally since 2007
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AI Summary
Affiliate and partnership marketing is at an inflection point: in the UK, it accounts for less than 3% of the 23-billion-pound digital market, or about 627 million pounds. To grow that share, Helen Southgate argues the industry must rethink how it positions itself and adapt as its market evolves.
The starting point is how partnership marketing is pitched to the gatekeepers of digital ad spend. Most CMOs don’t understand what the channel does or why it matters, so engaging them more effectively is key to growing affiliate’s market share.
