2020 has been a year of profound change for marketers entrusted with the task of driving maximum sales from digital channels. More than ever, marketers need to maximize performance for every digital channel, especially partnership.
COVID-19 and its economic impacts have elevated the need to do more with less. According to this recent report from Gartner entitled, The Annual CMO Spend Survey 2020, 44% of marketers expect budget cuts in the second half of 2020. Further, 65% of B2C marketers plan to increase investment in partnerships and channel marketing in the months ahead. Partnership is an excellent channel because its pay-for-performance model, coupled with its diverse partner composition, make it an attractive vehicle for growth marketers trying to drive the best results from digital.
Other market changes further escalate the need to maximize results in the partnerships channel. This recent McKinsey post entitled The Quickening shows that e-commerce's penetration grew the same amount in the first quarter of 2020 as it did in the previous ten years! The same post reports that 75% of consumers have tried different stores, websites, or brands during the COVID-19 crisis, and 60% say they will integrate the new brands and stores in their post-COVID-19 lives. Those characteristics make this a time of great opportunity for brands using pay-for-performance partnerships to grow.
We all know, as well, that bad actors seek out growing channels like partnerships – they go where the money is. Increasing investment in partnership will attract more bad actors and activity, which makes it even more important to protect your brand and business.
Now is a great time to get caught up on the latest ideas and thinking on these issues. Whether you find yourself on the road, on the beach, or enjoying a staycation right now, here's a list of our top 5 most popular content resources this summer for affiliate and paid search marketers. Enjoy!
#1 - Online Consumer Search Trends Report 2020 - Get key insights on search behavior to guide your strategies.
#2 - Brand Protection Basics: Ad Hijacking - Stop ad hijacking and get the conversions and revenue your brand deserves.
#3 - The Marketer's Guide to Online Trademark Infringements - Understand common online trademark infringements to better protect your brand.
#4 - BrandVerity Paid Search Monitoring Overview - Learn the ins-and-outs of how paid search monitoring works.
#5 - The Paid Search Toolkit for a Smarter Ad Strategy - Discover unexpected ways to optimize your paid search dollars.
After you finish reading, why not book a time with the BrandVerity team to discuss your options for protecting your business from growing risks from bad actors? Schedule a demo today.