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Why retailers should embrace Affiliate Marketing

With over a third of the UK internet population now using price comparison or voucher sites, it’s difficult to ignore the prevalence of this industry.

Affiliate marketing has come a long way over the past few decades, overcoming many preconceptions and is fast becoming a multi-billion pound industry. Despite all this, it still seems to be a hidden powerhouse of online marketing.

Giving retailer’s access to connect with a potential consumer base of hundreds, if not thousands of new partners is only one advantage of embracing the affiliate channel. The diversification in publisher types, new technologies and rise of content means that affiliate marketing is no longer all about voucher code and cashback sites. As online consumers become more and more savvy, they are turning to an array of blogs, and reputable content sites for research before they purchase. This new and growing industry of ‘long-tail’ publishers is therefore becoming key to content development and opening up huge opportunities, particularly in the retail sector.

With UK online retail sales expected to reach £52.25bn this year, it is essential for retailers to develop a profitable digital strategy. Toeschew this channel would be overlooking how integral a part of the ‘multi-faceted’ customer journey it is. For fashion brands especially, affiliate marketing now offers an interesting way of developing brand advocates and building their brand through fashion blogs and other fashion portals. Whilst it may mean spending more time building relationships, in the long-term, it can only mean reaping the rewards from prevalence.

Susie Whitby, Vertical Specialist Affiliate Window

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