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An Affiliate Summit Executive Insights Study, in collaboration with FMTC, conducted a survey to uncover affiliate marketing challenges and trends. The survey targeted a diverse group of brand marketers who had existing business relationships with Affiliate Summit and FMTC. A total of 110 respondents completed the email survey, providing valuable insights to create the report called Follow The Money.
The survey asked respondents to identify their biggest challenges in affiliate marketing, allowing for multiple selections. Here’s the breakdown of responses:
- Optimization: 22%
- Scalability and automation: 16%
- Attribution: 14%
- Content creation: 12%
- Finding the right network: 9%
- Ad fraud: 8%
- Compliance: 6%
- Ad-blocking: 4%
- Payments: 4%
- Creative fatigue: 3%
- Other: 3%
A VP of Merchandising said in the report that their company’s biggest pain points are contacting and maintaining the right affiliates, “Finding and connecting with the right partner relationships to match our products and then maintain a consistent revenue stream from those partnerships has been difficult over the long term.”
The report also revealed that the average number of partners in affiliate programs is increasing as businesses adapt to new types of partners emerging. Over half of responses, at 55%, indicated that their brand works with at least 100 affiliate partners. The second most common response with 11% of respondents reporting having 50-100 affiliates in their program.
When ranking how valuable they found each affiliate partner type, the order of first choice went:
- Content Publishers
- Cashback & Loyalty
- Paid Search
- Media Buyers
- Tech Affiliates
- Influencer
- Vouchers & Deals
- Browser Extensions
The Follow The Money report provides a clear picture of the challenges, opportunities, and trends shaping the affiliate marketing landscape in 2024 and carrying onto 2025. As the industry grows, scalability, optimization, and finding aligned partners will remain top priorities for advertisers.
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