Affiliate Marketing Spend to Reach 4.5B in 2016 and Other Findings by Forrester Consulting

A week ago at LinkShare Symposium New York 2012 the affiliate network announced that “Forrester Consulting recently conducted a study on behalf of Rakuten LinkShare” and it was at the conference that the study findings were unveiled. Here are just three interesting observations from it:

1. Forrester has scaled down their previous growth prediction (of affiliate marketing spend expected to exceed 4 billion by 2014) — see the previous chart here — to the following:

So, while the industry is showing good signs of growth, we aren’t going to exceed the 4 billion threshold until late 2015 or early 2016.

2. Before committing to make that purchase decision, online shopper visits an average of 2.7 websites:

The above must be very accurate, as it corresponds to the results of a multi-touch attribution study by Slingshot SEO, where upon analyzing “23 million multiple-interaction conversions” the company also discovered that it took online buyers 2.79 interactions (online touches) before converting.

3. “Affiliate marketing favorably increases consumer perception of brands“:

You may download the full 18-page document with the results of this LinkShare / Forrester’s study here.

About Geno Prussakov

CEO & Founder of AM Navigator – an award-winning OPM agency. Founder & Chair of Affiliate Management Days conference. Author of numerous books including "Affiliate Program Management: An Hour a Day" (2011) and "Quick Start Guide to Affiliate Marketing" (2013), international speaker, marketing consultant, affiliate and influencer marketing evangelist.

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8 Responses to “Affiliate Marketing Spend to Reach 4.5B in 2016 and Other Findings by Forrester Consulting”

  1. Pranav says:

    It’s interesting that affiliate marketing spend actually decreased between 2008 and 2010, I’d have expected more spend on performance advertising and less on other media during an economic downturn.

    • It’d be interesting to see what had happened with the spend on other media back then. I wouldn’t be surprised if everyone took a hit, and performance marketing “suffered” the least.

  2. Liz Gazer says:

    Between 2008-2010 the economy took a huge hit and many companies tightened their purse strings with regard to marketing in general, not just affiliate marketing. But I know we felt it in the performance marketing world especially for those of us who operate as consultants within the industry.

    Great article Geno – thanks for sharing this informative research.

  3. […] pentru ca tot vorbim de oportunitati pe alte piete, un studiu Forrester vorbeste de evolutia industriei de afiliere americane pana la 4,5 miliarde de dolari, valoare ce va […]

  4. […] si retele pentru a dezvolta industria de afiliere si a atrage o felie cat mai mare din cele 3 miliarde de dolari din afiliere, daca e sa ne rezumam doar la piata americana. Dar la Affiliate Summit West 2013 nimeni nu vrea sa […]

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  6. […] to Forrester Research, spending on performance marketing is expected to reach $4.5 billion in 2016. Brands are beginning […]

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