Performance Marketing Gets More Sophisticated

May 16, 2009 by Evan

Many of us were around when the concept of affiliates was a new thing – the market has grown tremendously since then – not only in reach and influence but also in marketing sophistication. The largest online retailers in the world now count on performance marketing as a key part of their marketing portfolio.

Traditionally affiliates often focused on a single category, like comparing online dating sites, and included complete details and comparisons. Or they focused on a single merchant site like travel savings offers. Both remain successful business models.

Vertive recently launched Offers.com which was the first Web service of this type to combine complete details on over 340 services with over 1000 stores and companies. Each service offer includes the latest promo or coupon code, complete details, reviews and side-by-comparisons written by a team of in-house editors. The site is off to a solid start after its February launch.

It’s clear that today’s consumer is looking for useful information when they land on a site, information that may help them with a purchase decision. And today’s merchants are looking for performance marketing sites that are professional, include useful content and features and are well designed and reliable.

This industry is likely to show additional strong growth and we think it will be an interesting space to see develop further.

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