What a kickoff here at pier 60 for #iPX2024! We toss the word "partnership" around frequently in affiliate, but I think the value of brand/publisher collaboration is especially important as we tackle some shared challenges - namely, incrementality. Simply put, brands have a responsibility to use their marketing dollars in a way that will grow their business. This is easier in some channels than it may be in ours, and brands rely on publishers feedback to ensure their budget is doing all it can to achieve their goals. While there is no magic bullet to prove this out (given every program is different), the answer is to test, test, and test. Brands need to be flexible with their budget to allow for new publisher models to run at incremental sales, and publishers need to continue to ideate on how they can leverage their audience to intersect with brands. There is so much more to discuss, but I think there is enough in this one topic alone to keep us all busy for awhile. I'd love to hear how you approach incremental tracking. Let's dig in more in day 2!
Lucas S.
4mo
absolutely on point. brand/publisher collaboration is crucial for tackling shared challenges like incrementality. let's keep the conversation going.
MBA | Growth Marketing, Affiliate Marketing, Partnerships, Contract Negotiation, Content Marketing, Media Planning, Performance Marketing, Business Development, Strategic Planning, Budgeting & Forecasting
4moGreat to see you there!! 🙂 Nick Baker