Ebook sur le marketing d affiliation

elcome to the second IAB Affiliate Marketing

Handbook. In the 5 years since the first was published

in 2009, the Affiliate Industry – like the rest of the digital

marketing and advertising industry – has undergone a

transformation. More commonly referred to as Online

Performance Marketing, this is an advertising channel

that buys brand benefit as well as customer loyalty

and a directly measurable ROI in the form of sales.

Given that in 2013 the industry drove some 10% of the

UK’s eCommerce traffic and commanded a marketing

spend of £1bn according to the PwC / IAB OPM study

(see page 6), it’s a permanent (and growing) feature

of integrated digital marketing programmes. In

fact it’s a channel that exemplifies just how digital

is merging marketing and sales channels.

Affiliate Marketing is not a ‘channel’. Rather it’s an

advertising objective. Affiliate campaigns deploy

most digital advertising and marketing disciplines

including email, display, content, search, social

media and audience targeting. It works across mobile

platforms, uses programmatic methods and is now

establishing exciting offline opportunities for digital

marketers. Affiliate data is packed with audience

and customer insight providing marketers with

customer journey and point-of-sale perspectives

that enrich standard advertising analytics.

This handbook, the work of the IAB’s Affiliate Marketing

Council, exposes the industry’s diversity and even

if you thought you knew affiliate marketing, you’ll

probably be surprised by some of the marketing

opportunities mapped out in these pages. If

you’re new to digital or haven’t used affiliate

marketing before, this handbook will help you

understand the industry’s value and mechanics.

Overall, this handbook represents one of the fastest

growing digital marketing channels which many of

the UK’s top advertisers recognise as highly effective

and are thus increasing their investment in. This

isn’t simply because its yields are extr