We could define affiliate marketing as an online marketing modality whose objective is to obtain results by advertising products and / or services on third party web pages. In particular, affiliates (usually web sites) are responsible for inserting the digital advertising of advertisers in different media, in exchange for a commission each time the end user takes the desired action. This is why the most common payment model is the CPA (Cost Per Acquisition).
However, if we talk about the type of affiliates, the possibilities are much more varied: from websites and blogs that advertise certain articles, with many payment methods, to email marketing databases, through verticals, comparators or sites Of cashback. Below we will develop the 8 most relevant types of affiliates so you can consider them in the face of your online strategy.
Types of affiliates: 8 different you can not stop valuing
We call “verticals” to all those blogs or digital portals (affiliates) that publish content of a specific topic very marked and with a high periodicity. These two characteristics cause the audience reaching the verticals to be highly segmented and qualified, an interesting circumstance for those customers who are trying to sell a related product.
This type of affiliates have the possibility to send newsletters to the users who have given their express consent, giving them information and offers and pushing them to carry out the desired action. This is important if we consider that the conversion rate of campaigns by criteria of affinity usually work very well, so identifying the tastes and interests of our target audience becomes a fundamental task.
The forms of affiliation of this modality can be by CPC, through display advertising campaigns or other type of online advertising; By CPL, if our goal is to increase the contact lists we have, causing them to register their data in a form; With a sponsored post; Or using native advertising.
Consumers are looking for new ways to save money every day when buying products and / or services. The online medium is one of the few that gives you the opportunity to consult all prices, offers, features and information from different providers to make the decision to buy. However, the research process across the Internet can be somewhat tedious.
However, comparators contrast, on one page, the offers of several companies for a particular product or service. Generally they are usually grouped by specific sectors or areas of activity. For example, check out thousands of hotel deals for the search performed by the user and give you the best results.
Many of these websites have a lot of traffic, so it is advisable to be present in them to avoid losing business opportunities. So much so that, instead of working at CPA, many sell their inventory directly to advertisers using a lower risk model, such as CPC (Cost Per Click).
3. Bid aggregators and discount codes
Offer aggregators and discount codes are web pages that collect offers and discounts, respectively, from a wide variety of brands. They tend to use social networks (Social Sharing) and email marketing to share the most attractive or most urgent promotions. That’s why, in addition to being useful tools to increase sales, so are to introduce new companies.
The profitability for these affiliates is that, every time a user buys through an offer or using promotional codes, they receive a commission. A commission that they charge by affiliation to CPA or CPC, depending on the type of the offer or the coupon. Some examples would be Groupon or Cuponation.
The target audience for this type of page is very sensitive to prices, so if we appear in them with a good offer or a good discount, it is very possible that we leave with a great advantage over our competitors. In fact, many of these websites are so large that they have exclusive offers and codes that users can only find there.
It could be said that it is an evolution of affiliates of discount codes. The mission of the cashback is to distribute commissions for actions taken with the registered users that carried them out. Therefore, the main differentiating element is that part of the money spent on a purchase returns to the user who made it. A good example is Beruby, a website that returns customers a percentage of what they spend on their purchases.
There are 3 different kinds of cashback: those that distribute commissions of money, those that assign points redeemable for items or services and those that offer a special discount or promotion to encourage the desired action to be carried out.
Generally, the affiliation methodology is by CPA. Doing it for CPL, for example, would only generate low-qualified leads that would be recorded for the incentive to earn money by filling out the form.
5. Display affiliates
These are companies that have access to millions of advertising impressions (in banner format) and that usually market their traffic through a CPA model, although they can also serve impressions to CPM.
Launching so many daily impressions allows you to have a large number of user lists segmented by interests, features and search and navigation behaviors. In order to determine to which user to impact, with what type of advertising display, at what exact location and time, they must have very powerful algorithms that store and study all available information.
These algorithms can be found within what we now call programmatic buying, a fast, simple and inexpensive process through which it is possible to direct, fully automated, segmented and qualified traffic to a web page.
6. Email Affiliates
They are companies that manage a multitude of lists of email addresses every day; Affiliates that send more or less segmented to their databases of users interested in receiving similar business promotions via email. The Emailingnetwork or Impacting entities would be affiliates of this type.
The advertiser must know the type of customer most closely related to his / her product / service, so that the affiliates can make the most of their database. The most commonly used purchasing method is the CPL, but CPM is still used for branding or visibility campaigns. Instead, the CPC assures the advertiser a minimum opening rate and volume of clicks contracted, regardless of the number of submissions (focused on results).
Apart from the segmented and poorly segmented databases, the databases can also be incentivized (the user registers to get a prize), applied by click or register; Or co-registration, a mode that allows users to subscribe directly to offers from a company without filling out the form manually. On the contrary, the user expressly consents, under contract, that his data can be sent to an advertiser for whom he is interested.
7. Virtual currencies
Have you ever played a game online and, in order to progress or get any improvement, you had or to pay or see an advertisement? The so-called virtual currencies are a means of exchange that, for example, use video games to formalize the purchases of goods and services or additional content within them.
Currently, almost all Free-to-Play and Pay-to-Play games add this ingredient. Its importance is that it is the way to buy in-game virtual goods, so that, in most cases, acts as a toll on transactions.
8. Mobile affiliates
As its name implies, they are mobile-focused affiliates who earn commissions on purchases through web pages optimized for mobile and mobile applications. That is why they must take into account the usability and the concept of responsive, in addition to other essential such as the term of payment, the duration of cookies, remuneration and landing page.
These affiliates sell their inventory directly to advertisers, either to generate records, downloads, etc., so it usually works at CPC.
Today there is a specialization of this subcategory of the sector, in which there are exclusive providers of this traffic and platforms of affiliates that are only dedicated to mobile content campaigns. This subcategory has grown very fast in recent years due to the increase in Internet consumption from the mobile.