Affiliate Market 2022, State of Play

Affiliation, a performance-targeted marketing process

Affiliate (or affiliate marketing) is a process whereby an “affiliate” earns a commission by marketing the products and services of a third party affiliate. The affiliate recommends a product or service by sharing it on a platform (blog, website, social networks, podcast, video…) and distributing an affiliate link to its traffic. Every time a user clicks on this unique link and purchases the product/service, the affiliate receives a commission. So it is a performance based marketing approach. The advantages of this affiliate marketing are numerous for each party. The brand will increase its visibility, sales, traffic on its site or ad campaign, number of leads collected, etc… while the affiliate receives the rewards. “Win” system.

E-commerce and affiliate, are closely related

While the health crisis has clearly affected all business sectors, it has also created opportunities. Thus, affiliation is one of the few sectors that has been “positively” affected, in particular due to the rise of e-commerce. More and more consumers have preferred online purchases to mitigate the context of the health crisis (consecutive confinement, physical contact, etc. should be restricted). But more than just an ephemeral trend, e-commerce is now part of a new consumption paradigm. Thus, according to figures revealed by La Tribune, the volume of French e-commerce, which exceeded 112 billion euros in 2020, is expected to double by 2026. It should be noted that this significant growth will naturally coincide with the increase in income from affiliation, which continues logically to grow. Confluent Digital supports affiliates at every stage to enable them to effectively achieve their goals, specifically monetizing their traffic sources and increasing their income.

Membership Market: Uninterrupted Solidarity

While the affiliate market grew 9% in 2021, it wasn’t linear. We must already remember that the threats of sanitary measures were hovering over the professionals while the curfew was still in force during the first half of the year. Likewise, the cookie banners placed at the end of June on merchant websites caused a strong sense of anxiety among professionals. However, at this very moment, the activity sector shone, showing an exemplary solidarity of all players in the value chain to face the new challenges and constraints imposed by the market. In this context, the CPA (Digital Performance Marketing Actors Group) has taken on the role of spokesperson with institutions (CNIL, Working with the Council of State). Sales continued thanks to the adaptability and flexibility of e-commerce merchants, who implemented new conditions for product delivery, return and exchange. In general, the results were good. The e-commerce sector has grown by 32% compared to 2019, which will account for more than 13% of retail business in 2021.

Affiliate marketing is an essential lever for advertisers

The 2022 edition of the Affiliation Meter reveals that this channel now accounts for more than 5% of digital advertising in France. We also learn that advertiser turnover increased in 2021 (+30% compared to 2020), despite the reopening of physical points of sale. Likewise, the number of commercial sites has increased by 12% in one year, reaching nearly 177,000 e-commerce sites in France in 2021 (+12% compared to 2020). Another major trend to highlight: the rise of mobile purchases. In 2021, they accounted for approximately 22% of commercial website sales. As does the affiliation component, which registered 35% growth compared to 2021, with an increase in mobile purchases (+26%). Thus, the affiliation asserts itself today as a fundamental lever for advertisers (commercial sites and brand sites), in particular due to its constant professionalism and the dynamism of the market it covers.

Confluent Digital, your partner in digital strategy

If the health crisis has a virtue, it is to lift the veil over the ever-changing habits of consumers, who no longer hesitate to go digital. Players in the affiliate market are gradually becoming influencers with consumers while digital media now acts as a buying guide and influencers with an audience looking for relevant information on products/services before entering into any transaction. Brands can only take full advantage of this leverage and the power of natural references through the use of so-called “authoritative” media. However, for this it is necessary to have specific knowledge and experience in the world of internet marketing. It is precisely at this level that Confluent Digital is placed, which has set itself the task of being the main partner in the digital strategy of its customers. A 360° agency, Confluent Digital is a major player in internet marketing based in Lyon, active in both the French and international market. The agency is particularly specialized in activating digital levers for both internal and external marketing. They support a large number of advertisers from various sectors in implementing their online marketing strategies: Fashion & Accessories, Travel & Tourism, Retail, Automotive, Sports & Entertainment, Beauty & Health, Pure Players, Finance & Insurance, Telecom, Home/DIY/Decor & Garden & Services. And many more… By listening to the needs of its customers, Confluent Digital can implement customized web marketing strategies, whether in terms of traffic, popularity, contact gathering, sales or loyalty.

Why choose Confluent Digital?

Confluent Digital refers to the lack of 360 (cross-channel) support offered to businesses for their online marketing needs. The offensive nature of the available service offerings contrasts with a far from satisfactory level of quality of said services, both in terms of support and follow-up. It is clear that the majority of available service offerings lack a cross-sectional view of digitization, which leads them to offer digital tools that are too specific to be able to apply a true ROI conversion. It is at this level that Confluent Digital stands out, thanks to the support throughout the web marketing journey that takes into account the specific needs of customers through optimal and tailored solutions. Confluent Digital specializes in affiliation, lead generation, and performance levers and stands out from other digital agencies with several key advantages, starting with its powerful tools: databases, internal traffic (email and SMS), proprietary aggregation media, and management platform. Data, Marketplace … Confluent Digital is thus able to adapt the strategy to be implemented for each client, regardless of sector / date / size: analysis of web strategy and consulting, selection of digital levers, tracking, analysis and optimization of KPIs (key performance indicators). With transversal experience in internet marketing, Confluent Digital has the ability to provide solutions that truly meet their clients’ objectives. Want to know more? Feel free to contact Confluent Digital by calling +33 (0)4 37 29 25 40, by going to the contact form on their website or by sending an email to: [email protected].