Affiliation, a dynamic sector that has been constantly evolving since the 2000s, continues its sustained growth with the arrival of new players and the adoption of innovative practices. By 2024, an estimated eight out of ten brands will have integrated affiliation into their online acquisition plans (1), confirming the vitality and enduring importance of this field. Let’s take a look at the major trends shaping this exceptional year.
Recent developments in affiliate marketing
The year 2023 has seen significant changes in affiliate marketing. Compensation models for marketers have evolved beyond simple sales commissions. Bonuses for qualified leads, app downloads and newsletter sign-ups are now commonplace. The cost-per-action (CPA) model is gaining in popularity, offering advertisers remuneration based on specific actions.
At the same time, affiliate channels are diversifying, broadening their spectrum from blogs and promotional code sites to social networks, podcasts and online videos. Agility is becoming the watchword for companies wishing to stay ahead of emerging trends.
What are the affiliate marketing trends for 2024?
1) Diversification of Influencers
In 2024, influencer marketing strategies are evolving towards a diversification of partnerships. In addition to traditional influencers, nano and micro-influencers are gaining in popularity for their authenticity and high engagement rates. The rise of TikTok is opening up new strategic opportunities, while affiliate blogs are embracing trends such as product test articles and display, offering in-depth reviews and captivating visual presentations.
2) The evolution of social networking
Social networks continue to play a central role in the world of influencers. Classic formats such as posts and stories remain relevant, but innovations such as short videos on Instagram Réels, YouTube Shorts, and TikTok, as well as augmented Social Shopping, are becoming essential to maximize impact.
3) Changing attention metrics
Attention measurement is evolving in influencer marketing. Influencer relationships are moving from a one-off campaign approach to longer-term engagements. Savvy consumers are following renowned content creators, requiring more strategic
more strategic strategies to maintain attention over time.
Cashback, Promo Codes and Special Offers
1) The power of cashback
In 2024, cashback will once again be a powerful lever for advertisers. Going beyond a simple incentive at the end of the purchasing process, it becomes an essential part of the new customer acquisition strategy, offering complete coverage from the earliest stages of the customer experience.
2) The expansion of cashback platforms
Contrary to popular belief, cashback sites no longer limit their involvement to the end of the purchasing process. They offer complete coverage from the earliest stages of the customer experience, becoming a powerful tool for acquiring new consumers.
3) Personalizing Promo Codes
Discounts, cashback and promo codes remain effective tools for stimulating the act of purchasing. Partnerships are evolving towards greater personalization, with co-branding strategies, increased responsiveness, and proactive affiliate support to create customized customer experiences.
Hyper-targeting, Artificial Intelligence and Individualized Targeting
1) The global approach to affiliate marketing
Affiliate marketing is no longer limited to one-off partnerships. In 2024, it is evolving towards a global approach where teams from different functions converge. This convergence aims to create comprehensive partnerships, stimulating customer engagement and elevating affiliate marketing to a true partnership strategy.
2) The key role of Hyper-Targeting and Artificial Intelligence
With the abandonment of third-party cookies, hyper-targeting becomes essential to maintain personalization while respecting user privacy. And AI plays a crucial role in enabling innovative approaches, harnessing sophisticated algorithms to analyze user behavior without compromising privacy. Thanks to AI, hyper-targeting enables precise identification of relevant audiences, offering maximum personalization of promotional messages in an automated and intelligent way. Companies, aware of these developments, are investing in AI-based technological solutions and developing more targeted and effective advertising strategies.
3) Individualized targeting and the rejection of generational thinking
The move away from generational thinking is accentuated by the rise of individualized targeting. Advertisers now favor an approach based on individual behaviors for more relevant communication. This strategy, by recognizing intra-generational nuances, fosters a deeper connection with consumers. In this context, it’s essential to note that Gen Z stands out for its growing interest in social and environmental issues, particularly in terms of Corporate Social Responsibility (CSR).Sustainability-focused companies thus have the opportunity to effectively target this generation by aligning their advertising messages with CSR values, strengthening their connection with an aware and engaged audience.
Moving away from third-party cookies
1) Adopting alternative methods
Faced with the gradual abandonment of third-party cookies, advertisers are redirecting their strategies towards alternative methods. The use of first-party cookies, Server-to-Server and API integration are emerging solutions aimed at maintaining accurate attribution. These approaches offer greater transparency and control over data collection and use, while aligning with new privacy-oriented regulations.
2) The rise of voice search
At the same time, voice search is gaining momentum as an alternative to third-party cookies. Consumers are increasingly adopting voice commands, demanding adjustments in affiliate content to respond to conversational queries. Advertisers are looking to understand the dynamics of voice search to adapt their affiliate strategies and ensure increased visibility in this constantly evolving space.
3) Post-Cookieless innovation and individualized targeting
The move away from third-party cookies is seen as an opportunity for innovation in ad targeting. Companies are experimenting with emerging solutions to maintain effective advertising campaigns while respecting user privacy. Individualized targeting is becoming a mainstay of these innovations, enabling brands to adapt to the specific preferences of each consumer. Initiatives such as Netflix, tailoring movie thumbnails to individual users, illustrate the direction towards more personalized, individual-focused advertising.
To sum up…
Affiliate marketing remains an effective and profitable solution for companies looking to expand their online customer base. However, it is essential to choose partners carefully, based on the company’s specific needs and ever-changing market trends. Awareness of recent changes in the affiliate landscape, as well as an understanding of current and future trends, are imperative. By adhering to these principles, companies can optimize the many benefits of affiliation and strategically integrate them into their online acquisition approach.