Thursday, July 25, 2024

Marketers Look Beyond Big Tech for Ad Spend Diversification

Marketers are lately changing how they work online. They are gradually moving away from big companies like Meta and Google. A recent survey by a global marketing technology platform Awin in collaboration with Forrester Consulting reveals that senior marketers are today prioritizing diversifying their ad spending away from such giants. It reveals about three-fourth of them see it as a crucial goal and just 30% ranking it as their top priority.

Marketers want to do better and keep up with changes. They are investing in new tech and simultaneously improving the parameters on how they measure success. With AI growing and privacy rules changing, they are finding new ways to connect with customers.

Let us talk about affiliate marketing that is lately becoming more popular among marketers as it can help with different goals including spreading out ad money as well as keeping customers interested. More than 92% of people in the survey think affiliate marketing works well.

However, despite its effectiveness, affiliate marketing remains underutilized. Only 18% of respondents see it as a way to diversify ad spend and just 7% prioritize it in budget allocation. This may be because affiliate marketing operates differently from traditional ad platforms. Instead of using automatic bidding, it relies on direct connections between people.

Adam Ross, CEO of Awin, states that the need is to make the most of advertising money to grow and make customers happy. He thinks that affiliate marketing gives flexibility to brands and many benefits to show that they are getting good results from their ads.

This means that as marketers deal with the changing online world, it is important to think differently about where they put their ad money. Adding affiliate marketing to their mix of strategies can open up new chances to grow and do well.


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