It is highly important to know what brands think about the affiliate channel in today’s digital world. Over the years, the concept of the ‘customer journey’ in affiliate marketing has changed. However, the traditional funnel model has become a point of contention. Many affiliates feel confined to the ‘bottom of the funnel’, where they believe they are not adequately recognized for their contributions to brand awareness. Surveys show that many creators are unhappy, with 94% saying they would prefer flat fees over affiliate commissions. Coupon partners also feel ignored, saying they are important for starting the customer journey.

To understand this problem better, we asked e-commerce brands what they think about affiliate marketing and the customer journey. We looked into how they pay affiliates, what they think about the funnel model and how they decide where to place their partners.

Here is a brief of what we found:

Despite criticism from affiliates, brands still prioritize the funnel concept. A significant 88% of respondents consider it important or very important when collaborating with affiliate partners. While many affiliates are capable of engaging customers throughout the entire funnel, brands prefer a more targeted approach. A substantial 84% of brands actively consider whether affiliates operate at the top or bottom of the funnel.

So, even if affiliates have doubts about the old funnel model, brands still think it is vital for their marketing plans. Looking ahead, it is crucial to understand both the different roles of affiliates and the goals of brands to work better together in the digital world.