登录查看更多内容

What are the limitations of using affiliate marketing as an attribution model for influencers?

由人工智能和领英社区提供技术支持

Affiliate marketing is a common way to measure the performance and attribution of influencers, especially in the e-commerce sector. It involves paying influencers a commission based on the sales they generate through a unique link or code. However, this method has some limitations that may affect the accuracy and effectiveness of your influencer marketing strategy. In this article, we will discuss some of the main drawbacks of using affiliate marketing as an attribution model for influencers.

此文章中的业界达人

由社区从 2 条内容中精选。了解更多

Santiago Saenz Rozas

Growth Stack | MarTech | Affiliate Marketing | Performance Partnerships
Coleen Danielle Natividad, MBA, RBP?, ODCP, IAR, CHRA

Associate Professor 1 | Business Textbook Reviewer | LinkedIn Voice and Emerging Thought Leader | Business Analyst

1 Low Conversion Rates

One of the main challenges of affiliate marketing is that it relies on the final action of the consumer, which is to make a purchase. However, this may not reflect the true value and impact of the influencer, who may also influence other factors such as brand awareness, trust, engagement, and loyalty. Moreover, the conversion rates of affiliate marketing are generally low, ranging from 1% to 5%, depending on the industry, product, and audience. This means that you may be missing out on a lot of potential customers who are influenced by the influencer but do not buy immediately or through the affiliate link.

添加您的观点

Santiago Saenz Rozas

Growth Stack | MarTech | Affiliate Marketing | Performance Partnerships
举报内容
I would not say that affiliate marketing is an attribution, but more so a framework to establish partnerships. For influencer marketing in particular, the key question is which platform you use to be able to activate these type of partnerships. Things like being able to pay upper in the funnel, manage UGC and content rights, being able to turn on and off campaigns quickly or handle payments are going to be key to success with influencers and content creators. My recommendation is to leverage an influencer platform as opposed to an affiliate one when working with influencers.

已翻译

赞

2 Cookie Expiration and Blocking

Another limitation of affiliate marketing is that it depends on the use of cookies to track the sales generated by the influencer. Cookies are small pieces of data that are stored on the user's browser and allow the affiliate network to identify the source of the referral. However, cookies have some drawbacks that may affect the attribution of the influencer. First, cookies have an expiration date, which means that if the user does not buy within a certain period of time, the influencer will not get the credit for the sale. Second, cookies can be blocked or deleted by the user, either manually or through browser settings or extensions. This can also prevent the influencer from getting the commission for the sale.

添加您的观点

3 Lack of Transparency and Control

A third limitation of affiliate marketing is that it may lack transparency and control for both the influencer and the brand. Since the affiliate network acts as a middleman between the influencer and the brand, it may not provide enough information and feedback on the performance and attribution of the influencer. For example, the influencer may not know how many clicks, impressions, or conversions their link or code generated, or how much commission they earned. Similarly, the brand may not know how many sales were actually influenced by the influencer, or how much they paid to the affiliate network. This can lead to mistrust, confusion, and disputes between the parties involved.

添加您的观点

4 Limited Creativity and Relevance

A fourth limitation of affiliate marketing is that it may limit the creativity and relevance of the influencer's content. Since the influencer's main goal is to drive sales through their link or code, they may focus more on promoting the product than on providing value and engaging their audience. This can reduce the authenticity and quality of their content, and make it less appealing and relevant to their followers. Moreover, affiliate marketing may restrict the influencer's choice of products or brands to work with, as they may only select those that offer higher commissions or match their niche. This can also affect their credibility and diversity as an influencer.

添加您的观点

Coleen Danielle Natividad, MBA, RBP?, ODCP, IAR, CHRA

Associate Professor 1 | Business Textbook Reviewer | LinkedIn Voice and Emerging Thought Leader | Business Analyst
举报内容
Influencers are generally inclined to affiliate marketing to generate income. Thus, this leads influencers to promote links based on how well they can earn. Influencers engage in push marketing through their affiliate marketing efforts.

已翻译

赞

5 Alternative Attribution Models

Affiliate marketing has certain limitations that may affect your influencer marketing strategy. However, you can use other attribution models to measure the performance and impact of your influencers. These models include first-touch, last-touch, multi-touch, and custom attribution. Each model has its own benefits and drawbacks, so you should choose the one that fits your strategy and needs best. First-touch attribution gives credit to the first influencer who introduced the user to the brand or product. Last-touch attribution gives credit to the last influencer who influenced the user before they made a purchase. Multi-touch attribution gives credit to all the influencers who interacted with the user along their journey, assigning different weights to each touchpoint based on their influence. Custom attribution allows you to create your own rules and criteria to attribute the value and impact of your influencers, based on your goals and objectives.

添加您的观点

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Influencer Marketing

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

What are the limitations of using affiliate marketing as an attribution model for influencers?

1

2

3

4

5

6

1 Low Conversion Rates

2 Cookie Expiration and Blocking

3 Lack of Transparency and Control

4 Limited Creativity and Relevance

5 Alternative Attribution Models

6 Here’s what else to consider

Influencer Marketing

给文章评分

感谢您的反馈

更多Influencer Marketing相关文章

更多相关阅读内容

What are the limitations of using affiliate marketing as an attribution model for influencers?

1

2

3

4

5

6

1 Low Conversion Rates

2 Cookie Expiration and Blocking

3 Lack of Transparency and Control

4 Limited Creativity and Relevance

5 Alternative Attribution Models

6 Here’s what else to consider

Influencer Marketing

给文章评分

感谢您的反馈

查看其他技能