Social media and affiliate marketing: Chalk and cheese or BFF?
Posted by Neil Davey in Marketing, Social CRM on Mon, 23/08/2010 - 00:09
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Peter Rowe debates how well the affiliate marketing industry will integrate with the world of social networks, blogs and microblogs and whether it has the potential to be monetised in the same way as other channels.
Affiliate marketers are as keen as the rest of the marketing profession to see how the social media revolution can allow them to better engage with the conversation. After all, with Facebook topping 500 million members alone, there is a huge community of consumers engaging with each other over social networks. However, identifying the best way to maximise return on investment on campaigns that integrate social media channels and affiliate marketing remains an opportunity yet to be fully exploited.
Meeting the consumer in the social media space
Marketers need first to learn how to engage with consumers in the social media space, rather than interrupt their conversation. More often than not this will require the softly, softly approach, as recent research we conducted questioned whether consumers were in the right mindset to purchase while engaging on social networks. It found that only 17% of UK consumers visit social networks on a regular basis to research a purchase online. It’s clear businesses have an opportunity in the space, they just need to be sensitive to consumers and the frame of mind they are in.
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