Mobile Marketing in the Affiliate Channel
In 2010, industries finally noticed that the mobile channel needed to be taken seriously. This year, as a staggering 51% of mobile users have used some form of m-commerce, brands have genuinely started investing in the mobile space beyond apps.
The most exciting development for mobile advertising has been the engagement of brands in targeting and location based search, which have replaced apps.
However, despite the advances, a lack of understanding is the biggest barrier in the adoption of mobile advertising by advertisers. This is seen only too well in the affiliate industry where only a small proportion of clients have added affiliate tracking to their mobile sites. By not adding affiliate tracking, advertisers are simply missing out on a significant proportion of sales. By the same token, affiliates could be missing out on sales that should have been allocated to them. As m-commerce continues to develop, the number of advertisers is expected to grow. Affiliates will be likely to give advertisers with tracking more exposure compared to competitors without tracking.
There are many exciting affiliate developments such as Snap Now, SaveMe4Later, and Sccope. All these developments offer the capacity to drive sales through smart phones through money saving incentives and barcode scanners. Almost 80% of Smartphone owners use their phones to search for information on a product, so the number of affiliates who offer a mobile service will undoubtedly grow.