Q&A on Affiliate and Partnership Marketing

On March 29, 2023 Research & Resources

This new Q&A series highlights a key topic in digital advertising and discusses the work that will be carried out by the relative council or working group in 2023.

Today we chat Affiliate and Partnership Marketing with the IAB Australia Affiliate Marketing Working Group chair Dave Glasgow, Director, Navigate Digital.


Let's talk Affiliate and Partnership Marketing. What do you think makes Affiliate and Partnership Marketing so effective for marketers and why?

Generally speaking, the channel has a reputation for very strong returns on investments, and for being low risk, since it’s performance based. My draw to it has always been in the diversity of partnership opportunities. Any company or person can be an affiliate if they understand the workings of the channel. Aside from traditional affiliate marketing, you can run everything from paid search to website abandonment to content creation - to name just a few examples.

What do you think are the missed opportunities in Affiliate and Partnership Marketing currently?

Most of the missed opportunities that I come across involved a lack of understanding, or a lack of openness to test & learn what works. Every partner type has its value and must be approached in the right way. One size does not fit all. It’s also important to venture beyond the tradition CPA-type activity to really find what will work next.

If brands are unsure about using Affiliate and Partnership Marketing, where should they start? What is a good first opportunity?

The best thing to do would be to have a frank and honest conversation with a specialist agency, or with an affiliate network or SaaS platform. Affiliate & partnership marketing is a long-term strategy but getting it right from the start is important. Make sure to ask a lot of questions, make sure to set target KPIs, and make sure know what types of partnerships you’re most interested in focussing on. We always sit down with prospective clients to ensure they have a really good understanding of how the channel works, the opportunities involved, and the steps required to get set-up.

What is the Affiliate and Partnership Marketing Working Group working on that will be exciting in 2023?

There’s a lot to look forward to! We’re just wrapping up on our annual industry review, which will provide valuable insights into the state of affiliate & partnership marketing in Australia. This will be the fourth year in a row that we’ve surveyed the industry, and we’ve also opened this up to affiliate partners.

We have a tracking guide to help advertisers navigate the latest privacy & data regulations. But what I’m most excited for is the upcoming event on the 4th April, where we’ll have a panel discussion on how AI could impact affiliate & partnership marketing moving forward. Hoping for a good debate over a drink or two afterwards!

For more information on the Affiliate Partnership and Marketing event, click here.