If you are selling a product or service online you have to know these facts:
- Today’s customers are deal driven. They seek out deals as well as the best value. A slow economy has only fueled shopper interest in couponing and discounting, and younger generations are increasingly expecting incentives as a matter of course for most purchases.
- The affiliate channel caters to today’s multi-site, multi-brand shopper. Ninety percent of affiliate shoppers visit more than one site before making a purchase. In addition, they are more likely to buy a product they find on multiple sites and prefer to shop on sites that carry multiple brands. The affiliate channel addresses the needs of these content-hungry consumers by offering deep and broad product, pricing, and availability information. ln addition, the channel specializes in closing the deal by offering special promotions and discounts.
- Promotions encourage online buyers to purchase. Online buyers often participate in what Forrester calls pause-and-resume commerce: Once they have begun the checkout process, online buyers will pause to search for deals before purchasing. Forty-three percent of respondents agreed that online promotions often close the deal for them when they are undecided on a purchase.
- Affiliate marketing favorably increases consumer perception of brands. It behooves brands and retailers to be omnipresent in affiliate channels. Not only do promotions NOT degrade brand image, but also a majority of respondents agreed that promotions actually improved a company’s brand image and enhanced brand loyalty.
Source: A Forrester Consulting Thought Leadership Paper Commissioned By RakutenlinkShare. “Forrester Affiliate Marketing -The Direct And Indirect ValueThat Affiliates Deliver To Advertisers”