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Affiliate marketing: Is it still relevant? An expert panel discussion with Modo25

We held another brilliant online panel discussion yesterday, where we explored the relevance of affiliate marketing in today’s marketing mix.

Jules Pancholi, a seasoned affiliate expert hosted the discussion and was joined alongside our CEO John Readman, Lee Carter, Marketing Acquisition Manager at PrettyLittleThing, Sri Sharma, Founder & CEO of Increasingly and Jessica Brown, Agency Partner at Awin Global.

Affiliate marketing receives a mixed reaction, which may be why many brands and retailers shy away from this channel, but are you missing out on the potential benefits that affiliates could contribute to your business? In our hour-long free session, we explored whether affiliates are cannibalising your conversions or adding incremental value.

We conducted a survey before the webinar and queried whether affiliate marketing is driving incremental value to your online sales and if you can prove it. We were amazed to see that over 50% said yes and could prove it. However, when we conducted a similar poll during the discussion, most of the attendees voted that their biggest challenge within affiliates is proving incrementality and attribution.

This poll and thought-provoking questions from our host incited an interesting and informative debate, exploring the merits and perceptions of affiliate marketing – including some best practice guidance from our industry experts who work across all areas of performance marketing.

We also addressed the current crisis and how the affiliate market will be affected by COVID-19, Lee Carter explained how PrettyLittleThing are utilising affiliates more during this time as they are maintaining ROI, compared to PPC which has seen a rise in cost.

We had an overwhelming response to our discussion and were unable to answer all the questions that came in but don’t worry, we will be following these up with our panellists. A big thank you to Jules for chairing the debate and to our guests for taking part and their continued support.

As one of the fastest-growing social media platforms with over 800 million active users, should your business be on TikTok? We’ll debate the role of social and display channels in building brand awareness in our next webinar entitled ‘To Tik Tok or Not?’ which is at 4pm BST on Thursday 18 June. You can pre-register your place here!

We’re excited to announce that we are one of the first digital providers in the UK to partner with TikTok, so If you need help incorporating this channel into your marketing strategy, we’d love to help – get in touch!

Abby Cooper - Modo25
Author
Abby Cooper
Abby Cooper - Modo25
Author
Abby Cooper
 
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