Affiliate marketing is one of the most eﬃcient sources for driving new revenue and we want more people to understand it and use it successfully. In this new 3-part blog series we will share all there is to know for any affiliate marketing beginner in our overview of affiliate marketing.
In the second part in this series we give an overview of the key players in the ever-changing UK affiliate market.
Companies or brands who sell their products and / or services through the aﬃliate marketing channel.
Affiliate Marketing Consultancies
Aﬃliate marketing consultancies offer a broad range of independent services such as programme audits, consultancy and traditional aﬃliate programme management. They are able to offer honest and objective expertise to advertisers seeking to improve their growth and / or eﬃciencies through aﬃliate marketing.
A media agency will typically be a full-service digital agency who have an aﬃliate department. They could run all elements of an Advertiser’s digital strategy or just the aﬃliate marketing channel.
Performance Marketing Agencies
A performance marketing agency will typically only offer aﬃliate marketing services to Advertisers, with specialised teams and experience to deliver this.
An aﬃliate network acts as an intermediary between aﬃliates and advertisers. They typically track, report and pay aﬃliates and can either provide full-service management or self-service management of a programme. They tend to charge advertisers on an override basis which is a payment based on the percentage of aﬃliate commission the programme generates.
SaaS (Software as a Service) platforms provide advertisers with tracking, reporting, and payment, however, they do not generally oﬀer an account managed service, diﬀerentiating them from aﬃliate networks. Most SaaS platforms oﬀer a variety of fee models including fixed, volume/transaction- based, and performance fees. These platforms allow the advertiser to manage their programme in- house or recruit the services of a consultancy or agency.
A website that promotes an advertisers’ offering and is paid on a performance basis for driving a predefined desired action, such as a sale or a lead. Affiliates come in many different forms from content through to voucher sites. You can find out more about the different affiliate models operating in the UK affiliate market in our guide to better affiliate marketing.