More emphasis on transparency and additional focus on the DTC space will be some of the partner marketing trends in 2020.
The adoption of partner marketing witnessed a significant increase in 2019, owing to a rise in investments in affiliate marketing and other channel partnerships. The Hinge’s 2020 High Growth Study ranked partnership marketing as the 7th most impactful marketing technique for professional services firms. It is above other conventional marketing techniques, including blogging and email marketing campaigns.
The following are some of the top partner marketing trends that will help companies drive continuous growth in 2020.
Focus more on content partnerships
Today, businesses are trying to find the perfect blend of partners and partner types. The affiliate space is already growing with traditional methods like cashback and coupons. However, there has now been a significant increase in the inclusion of influencers and content publishers.
Going forward in 2020, brands will witness a continuous spike in the opportunity to partner with premium content publishers in order to meet consumers in various stages of the buyer funnel. They can focus on integrating with content that is more relevant to a particular type of audience and turn it into a more strategic partnership. Brands need to make sure the content is being used more for awareness and consideration.
Transparency is now a top priority
One of the top priorities of marketers today is consumer trust. Regulations like General Data Privacy Regulations (GDPR) and California Consumer Privacy Act (CCPA) have given consumers more control over their data. More and more brands in the affiliate and partner marketing space are now joining the bandwagon and complying with the privacy policies. Organizations are shifting focus to platforms that allow the use of first-party data and server to server tracking. This trend is expected to expand significantly further in 2020, as there is an increase in regulation and a decline in the reliance of third-party cookies.
DTC space will continue to shine
Direct-to-Consumer (DTC) brands have been a hit among the e-commerce space of the US retail world for years. Partnerships with major retailers are one of the important ways for brands to grow awareness and develop a following. Influencers have been an integral part of several DTC marketing plans. For brands to scale partnerships and their businesses will depend on automation and strategy.
Exploring creative partnerships will be crucial in 2020; however, if you are not working for a DTC, it will be essential to monitor these brands as they are driving significant disruptions in several categories.