Category: In the News

As the affiliate marketing industry further evolves and matures, the trend among enterprises is to grow and diversify affiliate partnership programs in search of ways to maintain personalisation at scale. Affiliate networks, brands and publishers can be seen investing heavily in new technology that makes their affiliate partnership programmes more manageable, targeted and profitable. A particular focus is on mobile, not least because it now accounts for 50% of affiliate-referred traffic.

Unlock mobile opportunities

There’s no avoiding the mandate of mobile. As the path to purchase has evolved and become increasingly native within mobile apps, consumers find it easier to purchase there. That in turn yields higher conversion rates, bigger average order values and higher lifetime value. 

Partnership managers who adopt a mobile solution for affiliate partners also unlock new, untapped partnership opportunities, as there are all sorts of mobile apps with which clients can begin to partner once they have a solid mobile partnership solution in operation — from social video platforms and shopping apps to rewards programmes and even augmented reality apps.

Mobile deep linking then allows numerous enhancements to user experience, which in turn encourages the propensity to convert. Deep links direct users to a specific place in an app and, with the right partnership platform in place, enable marketers to track their partners’ referrals seamlessly, without having to grapple with the complexities of app links, universal links or proper click tracking. 

It is incumbent on affiliate teams to address the challenges of the mobile app world and start driving mobile affiliate traffic into mobile apps in this way. This is an opportunity, but it is also increasingly an obligation, as failure to do so will inevitably result in missed opportunities, with affiliate traffic dumped into suboptimal mobile web pages.

Be a mobile-first mover

Embracing mobile enables marketers to drive more revenue and higher conversion rates with existing affiliate partners and to extend their reach into entirely new types of partnerships.

There’s also a competitive advantage to being a mobile-first mover. Even at this increasingly mature stage in the development of mobile, relatively few enterprises boast a comprehensive mobile partnership solution, and partners typically want to work with those brands that have the best tracking and conversion rates — after all, it makes them look good, too.

You can learn more about getting the most value from your affiliate partnerships in our eBook: 13 best practices for affiliate partnerships. 

The post For Better Affiliate Results, Embrace the Mobile App Ecosystem appeared first on PerformanceIN.

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Publisher Discovery has received an investment funding round (£800,000), from a consortium of investors to enhance its tech for advertisers to target and recruit potential affiliates more accurately.

The platform uses AI technology to monitor millions of websites, ranking them by relevance and traffic to increase efficiency for advertisers and reduce frustration for browsers. Publisher Discovery holds two patents for its AI technology and is currently applying for a third.

The new investment, led by specialist technology investor Par Equity, will be used to further develop Publisher Discovery’s technology assets. For instance, to hold more data (such as the country code) on the affiliates it recommends. The cash will also support partnership deals, an important part of Publisher Discovery’s expansion strategy.

The company recently signed an agreement with TUNE, one of the leading SaaS platforms for building, managing, and growing partner programs for advertisers and networks. The deal means that TUNE clients now have access to Publisher Discovery’s database of more than two million active affiliates.

“Par Equity is renowned for spotting the best new technology investment opportunities and is unquestionably one of the most respected funders of early-stage businesses. It was a rigorous due-diligence process, which shows the level of detail the Par team go into when making an investment decision. The team of advisers they made available to us means Publisher Discovery will be able to exploit a technological advantage and grow more quickly,” said Tom Bourne, CEO of Publisher Discovery.

“Publisher Discovery solves one of the oldest and biggest challenges in the affiliate marketing industry – finding the right affiliates to recruit. Its unique approach means there is no direct competition and enables the company to work in partnership with other affiliate networks and tracking platforms. A business that has a patented technology to support the whole online marketing ecosystem is an exciting investment opportunity for us, especially when COVID-19 means consumers are being pushed online and advertisers are demanding a quantifiable return on their campaigns,” commented Par Equity managing partner, Paul Munn.

The post Publisher Discovery Receives Investment to Boost Affiliate Recruitment Tech appeared first on PerformanceIN.

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