As we continue to adapt to the hurdles of life created by COVID-19, we have found a new way to connect with our industries: webinars! Check out our first webinar discussing eCommerce growth here!

Next up affiliate marketing, another service we excel in. As a leading affiliate marketing agency, we wanted to show how the current pandemic has affected our industry. On April 21st, our VP of Affiliate Marketing, Kristina Nolan, held an enlightening presentation titled “Six Ways the Affiliate Industry is Shifting Strategy.” If you’re wondering how the coronavirus is impacting affiliate marketing, read on to catch the highlights.

1. The Shift in Content Strategy for Major Media Publications to Meet New Consumer Demand
   
   Content affiliates are shifting strategy as they aim to create content that better reflects consumers’ needs. Content is paramount in affiliate marketing as it helps brands gain awareness and influences buyers on their shopping journeys. Now more than ever, brands need to educate consumers on their shopping journey without appearing tone-deaf. If brands mold their messaging to consumer needs it will help them create more brand equity during this dynamic time.

2. Brands that Are Giving Back
   
   An overwhelming amount of companies are doing their part to help those being most affected by the pandemic. Whether aiding the front-line workers or those who have lost their jobs, retailers are doing their part to pitch in in creative ways. Many are giving part of their proceeds or free products to those in need. Many publishers want to highlight brands that are giving back in these ways. It delivers a positive message during a time when many could use it.

3. Opportunities to Gain Market Share Over Amazon
   
   Probably the most talked-about topic right now in affiliate management is the opportunity for brands to gain market share from Amazon. Competing with Amazon is always top of mind for brands as they look to compete for affiliate placements over Amazon. Because Amazon is currently seeing a surge in organic growth, they’ve significantly cut their commission rates to affiliate partners, forcing affiliates to look for brands that are offering higher payouts and have more flexibility with inventory and shipping.

4. Waived Integration Fees
   
   Brand budgets are getting cut, or they have just become more risk-averse. Thus, some publishers, especially in the loyalty realm, are waiving their integration fees to be more accommodating to brands. This effort ensures they can continue to onboard new merchants as eCommerce sales rise.

5. Surplus of Open Inventory
   
   Due to COVID-19 having a significant effect on the travel industry, most travel brands scaled back their ad buys, which has left publishers with the need to fill excess inventory. Premium inventory has been advantageous in the affiliate marketing industry because placements that have typically come at a higher cost are now available on a pure commission basis.

6. Moving Aging Inventory
   
   The final shift in strategy is that the affiliate marketing channel has become an excellent vehicle to move inventory for brands. Since so many physical stores are closed right now, companies have inventory they need to get off their shelves. Affiliate partners can help with moving a lot of product in a small timeframe. Overall, more brands are turning to affiliate to help move aging inventory.

The COVID-19 pandemic has presented new challenges to the affiliate marketing industry. Now more than ever, we are committed to creating growth for our partners. As affiliate marketing experts, we will continue to be a resource for our clients by being attentive to shifts and trends in the industry. By being versatile and adaptive, we are adding immense value and making the best out of the current economic situation. Stay safe, everyone!