As Todd Crawford of Impact Radius puts it: “Marketers will need to monitor their vendors and partners for compliance with the GDPR. Vetting relationships will be extremely important, as well as ensuring that each party and your company have the appropriate consents and disclosures concerning collection, tracking, and processing personal data of your customers. Intelligent tools will be key for monitoring the types and treatment of covered data. As 2018 nears, it is essential to ask your vendors and partners whether they are or will be compliant by the May deadline, and to provide supporting details concerning their compliance efforts. ”Geno Prussakov of AM Navigator said: “In 2018, we will see significantly higher numbers of affiliate marketing programs run in truly smart ways.
Their output will be increased through i continuous diversification of affiliate base by now Google has done a great job teaching everyone “not to put all eggs in one basket”, ii extensive use of available technologies for better attribution, wider reach, shrewder decisions, and iii lessons learned from deeper analysis of what’s really going on in the program from the value that different types of affiliates bring throughout customer journey to lifetime customer value of affiliate referred conversions. ”Kevin Edwards, Global Client Strategy Director of AWIN, put it this way: “Data will continue to underpin the channel’s success. When one of the world’s most important marketers bemoans the state of digital marketing as opaque and lacking transparency, it sends a clear signal about the opportunity for affiliate marketing. PandG’s chief marketing officer made that statement earlier in 2017 and it should be a lightbulb moment for us about positioning the channel as the foremost, results driven opportunity available to digital marketers. This can only be achieved if we get better at sharing significantly more data to facilitate a more three dimensional and qualitative view of affiliate marketing beyond last click. Lifetime value holds the key to building a more rounded view of the power of affiliates to deliver quality customers.
”Instead of building from the ground up, many networks are leveraging technology that already exists, then building on top of it to customize their systems. We see this all the time with HasOffers. For example, Kiip, a mobile advertising network with powerhouse clients like McDonald’s, Coca Cola, Johnson and Johnson, Wrigley, Pepsi, and BMW, decided to build on top of HasOffers instead of starting from scratch. “After sitting down with the HasOffers team, it quickly became clear that we could rely on something that was already built and allow our engineers to focus on developing our secret sauce,” said Corrigan Neralich, Senior Director of Advertising Operations.
