The Affiliate Maturity Curve: Graduating from Banners to Lifetime Value

Let’s face it: Affiliate marketing gets a bad wrap. Once considered a channel fraught with black-hat players, fraud, weak strategy, and an overall lack of transparency, affiliate marketing suffered from a reputation for opacity that did not imbue confidence and trust in partners. Most importantly, there wasn’t a sufficient level of confidence that the channel could deliver desired results and outcomes. 

The reality is that the last-click-only perception of affiliate marketing is a thing of yesteryear. Looking back, coupon and loyalty dominated the category because of this reliance on the last-click model embraced by brands. That model stymied the channel’s advancement and progression. However, affiliate is no longer relegated to rudimentary tactics like banner advertising on coupon sites.