The brand forecast for affiliate and partner marketing in 2023

The traditional marketing funnel has more recently been seen as not always an accurate representation of the way many consumers shop, as awareness, interest, decision and action are generally representative of the pre-purchase phase of the customer journey. With this, brands and retailers must then identify how to connect with customers across each stage of the funnel, and that leads them to the affiliate and partner marketing space. 

To accompany a recent state of the industry report, measuring the ways brands and agencies are assessing the role affiliate marketing plays in their strategies for 2023, Digiday surveyed over 100 brands and agencies and interviewed experts along the way. The video below highlights what they had to say. The affiliate and partner marketing environment may come with some challenges, but teams are investing in the space and working toward optimizing strategies to continue seeing success well into the future.