"Affiliate marketing mirrors the broader digital landscape, with trends at the macro level resonating in our microcosm. In 2024, we'll see emergent trends ( artificial intelligence (AI), social commerce and retail media to name just a few) that will impact affiliate marketers. Here we breakdown the key changes (and challenges) that affiliate marketing is likely to encounter this year, and what they mean for the industry."
"With global digital ad spend growth slowing ( Dentsu predicts only 6.5% growth in 2024, after a historically low-growth year in 2023), and social media facing a similar slowdown as new user growth plateaus, brands can combat this by directly partnering with creators, as influencer marketing proves more resilient than paid social. Major brands like The Body Shop and Walmart are two examples that launched large-scale creator affiliate programs in the last year, tying social awareness to controlled marketing outcomes."
"As major tech giants mature, Amazon transitions from a shopping marketplace to an ad space, while TikTok evolves from entertainment to a product purchasing platform. This encroachment on each other's territory is likely to intensify competition, with TikTok employing an affiliate-type model, mirroring Amazon's commerce flywheel. Both platforms embracing affiliate strategies validates its efficacy. Brands may channel more ad budgets into these tech giants,"
Emergent technologies and channels such as AI, social commerce, retail media, and programmatic will materially affect affiliate marketing strategies in 2024. Slowing global digital ad growth and plateauing social user growth are driving brands to form direct partnerships with creators to secure measurable outcomes and more stable influencer income. Large brands have launched creator affiliate programs and platforms saw a surge of influencer registrations in 2023. Amazon and TikTok are increasingly adopting affiliate-style commerce and ad models, intensifying platform competition and shifting where brands allocate budgets and optimize attribution.
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