Affiliate Marketing Delivers The Most Cost-effective Customer Acquisition
• 95 per cent of brands say affiliate marketing is ‘very cost-effective’ or ‘quite cost effective’ • An average of 18 per cent of the online marketing budget is spent in the channel
Paid search is the second most cost-effective followed by email marketing with these marketing channels viewed as ‘very cost-effective’
Linus Gregoriadis, Head of Research at E-consultancy comments, ‘The merits of affiliate marketing are increasingly being recognised, with the overwhelming majority of marketers surveyed believing this to be a cost effective way of acquiring customers. We will see continued growth from this channel as it becomes more strategically important for merchants. Almost 80% of brands say they are expecting to invest more in this channel and they will reap the benefits of this increased investment.’
Kevin Cornils, CEO of buy.at explains, ‘Affiliate marketing has proven itself as the most cost effective online channel to drive incremental volume. It works for marketers because they only pay for activity that generates genuine sales. I think that because of this we will continue to see a shift from other forms of media with less accountability and effectiveness into the cost-per-acquisition (CPA) area where affiliates operate. This research has helped to highlight key trends within the sector, which we hope will make the benefits of the channel clearer to advertisers who have yet to invest significantly in affiliate marketing. We want to increase the understanding of the channel to enable advertisers to drive even better performance from their marketing campaigns.’
The survey shows that UK merchants are spending an average of 10 per cent of their overall marketing budget on affiliate marketing, which then delivers an average of 16 per cent of their online sales. The majority of the merchants surveyed claimed they generate at least £1 million of revenue from online sales per year and 42 per cent turnover at least £10 million online. More than a third of merchants view their affiliate spend as a cost of sale rather than part of their marketing budget.
The research identifies industry sectors which optimise their use of affiliate marketing. The telecoms industry is the heaviest investor spending 24 per cent of their online budget on affiliate marketing with 100% of respondents from this sector describing it as very or quite cost-effective. Financial services companies spend a fifth of their online marketing budget in the channel and 97 per cent consider it very or quite cost effective for acquiring customers with an above average 80 per cent of the respondents said it drives high or medium volume. 93 per cent of retailers see the channel as very or quite cost-effective for bringing in customers and the sector invests an average of 19 per cent of its online budget in the channel. 100 per cent of marketers involved in travel describe affiliate marketing as very or quite cost-effective and 85 per cent claim it drives high or medium volume. Travel merchants spend an average of 16 per cent of their online budget in the channel to drive 18 per cent of their online sales.
Kevin Cornils, CEO of buy.at summarises, ‘The benefits of affiliate marketing are clearly applicable across all of the major e-commerce segments. What is most important is that it represents a totally accountable method of advertising with a guaranteed positive ROI if managed correctly.’
The research reveals that 90 per cent UK merchants use an affiliate network to manage their affiliate marketing. The ten per cent of businesses who don’t use one have lower online revenues. The most important criterion for merchants when selecting an affiliate network is deemed to be the network’s relationship with affiliates with 47 per cent of merchants rating this as extremely important. Technology, including tracking and analytics is identified as extremely or very important by 82 per cent of merchants when choosing a network and a further 16% per cent say it is quite important. Three quarters (73%) cite account management as extremely or very important and a third of respondents also consider sector expertise extremely important.
A total of 239 UK merchants completed the survey in August and September this year, 78 per cent of whom were from businesses which operate both on and offline. Half of the respondents who were aware of their company’s turnover said it was in excess of £50 million per year.
The full results of the research will be released at ad:tech. Research reports are available to subscribers at e-consultancy.com and buy.at will have copies of the sample report at stand number 471.
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Established in 2002, buy.at is the UK’s largest independent affiliate marketing network. buy.at drives online sales growth for 200 of the biggest brands across all sectors through its leading network of 6,000 good quality affiliates, supported by industry leading commercial and technical innovations. A pioneer of the open network, buy.at encourages merchants (advertisers)