The winds of change are blowing through the digital marketing landscape, and affiliate marketing is no exception. The phasing out of third-party cookies by tech giants like Google is something we have discussed in detail previously. After all, cookies have long been the workhorse of affiliate tracking, enabling the attribution of sales and the payment of commissions.
While the cookie crumbles, the future of affiliate marketing is far from bleak. In fact, by embracing the evolving privacy landscape and adopting innovative solutions, we can not only survive but thrive in this new era.
Understanding the Privacy Shift
The shift towards privacy-first marketing is driven by growing user concerns about data collection and a regulatory environment that prioritises user control over their personal information. This means traditional tracking methods that rely on third-party cookies are becoming increasingly ineffective.
For affiliates, this translates to a potential loss of visibility into user journeys. Without the ability to accurately track conversions, attributing sales and earning commissions becomes a challenge. But instead of lamenting the demise of the cookie, let’s explore the exciting new avenues that lie ahead.
The Rise of Privacy-Compliant Solutions
Several innovative tracking solutions are emerging that respect user privacy while ensuring fair attribution for affiliates. Here are some key players:
- First-Party Data: This goldmine of information is collected directly from users with their consent. Leveraging permission-based solutions like email marketing or login details allows affiliates to track conversions while building stronger relationships with their audience.
- Server-Side Tracking: This approach takes the tracking process off user devices altogether. Clicks on affiliate links are registered on the advertiser’s server, eliminating the need for cookies on the user’s browser. While secure and privacy-compliant, server-side tracking requires technical integration between the advertiser and affiliate network, which can be a hurdle for some.
- Contextual Targeting: This strategy focuses on user intent by analysing the content of the webpage where the affiliate link resides. Imagine promoting fitness trackers on a health and wellness blog – you’re reaching a highly relevant audience without intrusive tracking.
- Consent Management Platforms (CMPs): These platforms play a crucial role in obtaining user consent for data collection. By providing clear and transparent options, CMPs not only ensure compliance with regulations but also build trust with users, potentially leading to higher conversion rates for affiliates.
Adaptation is Key
The success of these new solutions hinges on adaptation from both affiliates and affiliate managers. Here’s what you can do:
- Affiliates:
- Diversify your traffic sources. Don’t rely solely on cookie-based tracking. Build email lists, leverage social media effectively, and explore partnerships with influencers.
- Invest in building strong relationships with your audience. Provide valuable content that resonates with their needs and interests.
- Stay informed about the latest privacy regulations and tracking solutions.
- Affiliate Managers:
- Integrate privacy-compliant tracking solutions into your program.
- Educate your affiliates about the changing landscape and provide them with the resources they need to adapt.
- Consider offering first-party data sharing opportunities to incentivise affiliate participation.
The Silver Lining
The move towards a privacy-focused era presents not just challenges but also opportunities. By focusing on first-party data, affiliates can build stronger connections with their audience, leading to higher engagement and ultimately, more conversions.
Server-side tracking offers a secure and reliable alternative to cookie-based tracking, fostering trust with users. Contextual targeting ensures affiliate promotions reach the right audience, boosting campaign effectiveness.
In Conclusion…
The affiliate marketing landscape is evolving, but the core principles of performance-based marketing remain strong. By embracing innovation, prioritising user privacy, and adapting to new tracking solutions, affiliates and affiliate managers can not only weather the storm but emerge stronger in the new era. Remember, the future of affiliate marketing lies not in clinging to the past but in embracing the possibilities that lie beyond the cookie.
Coming to America!
What? AMLeaders 2024: A MasterClass on affiliate program management, led by industry experts.
When? Tuesday, April 16 · 9am – 1pm EDT
Where? InterContinental Miami, an IHG Hotel
Unlock skills, global strategies, effective marketing and more at our half-day workshop on April 16th.
Learn the latest trends and tactics from industry experts in these world class workshops directed and curated by Affiliate Marketing veteran, Lee-Ann Johnstone, Founder of Affiverse and brought to you in partnership with Hello Partner at PILive (Miami).
Book Here – Spaces are limited.
[ad_2]
Source link
Mortgage originators who seek success in 2024 need to move with confidence and adaptability. To reach strategic goals for the year ahead — and avoid being left behind — here are four strategies for originators to consider.
1. Identify potential market impact
The mortgage market is feast or famine, with origination volumes varying between high and low extremes. Mortgage originators chasing ambitious goals for the year must be vigilant in monitoring the factors that impact markets.
Originators learned this harsh lesson when the COVID-19 era brought historically low interest rates and record-high loan volumes, quickly followed by almost two years of spiking interest rates as inflation rose and volumes rapidly declined. Given the cyclical nature of the mortgage market, the industry seems to be moving beyond these challenges with a more normalized market in 2024.
If the Federal Reserve lowers interest rates as expected, the industry anticipates an uptick in transactions as buyers and sellers become more active. By incorporating this outlook into their strategic planning, mortgage originators may better anticipate changes, adapt their client service, and meet their goals.
2. Refuse to play the waiting game
Some originators chose the path of inaction in 2023, waiting for mortgage rates to drop, while others found success by adapting and exploring opportunities to take in new or different clients.
Regardless of the market’s unpredictable nature and the direction of mortgage rates in 2024, taking a passive approach will result in significant setbacks in origination volume. The upcoming year promises great potential for lower rates, whether through enhancing marketing strategies or offering differentiated product solutions and remaining on the sidelines is not a productive option.
3. Evolve offerings with market demand
Innovation in the mortgage market still exists. Many originators hope to take advantage of a potential refinancing wave that may come with rate cuts. But they can also open new channels for success by looking outside of traditional products. This year, originators should take a look at the needs of today’s prospective homebuyers and what’s trending in the market. Analyzing the details of market demand will help originators identify how they can better serve clients with unique financial backgrounds through niche products like non-QM loans.
4. Work with a trusted partner
A trusted partner can be an asset for mortgage originators navigating markets’ volatility. Deep-seated experience and robust industry relationships are often critical when business is tight, and getting something wrong could risk losing not just a client but a future referral. The right partner can strategically guide originators, whether through offering diversified loan opportunities or engaging in nuanced conversations with real estate agents and potential clients.
In pursuing their goals for 2024, mortgage originators must not be complacent. Only by analyzing and adapting to the changing mortgage landscape, and by proactively seeking partnerships and solutions, can originators successfully grow their business.
Tom Hutchens is the executive vice president of production for Angel Oak Mortgage Solutions.
Related
[ad_2]
Source link
TUSLA, Okla., July 17, 2023 /PRNewswire/ — A Midwest-based PR and marketing firm, Resolute, released a guide for businesses to maintain market share during an economic downturn. In response to price increases, marketing budgets tend to be the first to be cut across industries. However, Resolute CEO Nicole Morgan shares that businesses need to spend money to make money.
“While we’re not currently in a recession, financial experts have indicated we may be heading in that direction. It may seem counterproductive, but maintaining a marketing spend during an economic downturn leads to increased brand awareness, workforce retention, and long-term growth.”
Recessions don’t last forever. Historically, 75% of recessions end within a year and 30% only last two quarters. Instead of slashing budgets, consider optimizing strategies.
Stay Top of Mind with Brand Awareness
During a recession, consumers are more selective about spending. By investing in marketing, businesses can stay top of mind with consumers, which increases chances of being considered during purchasing decisions.
Building awareness and maintaining loyalty can help minimize business risk and project a state of stability to your customers. A creative marketing campaign can help differentiate your brand and increase appeal.
Workforce recruitment
Attracting and retaining talented employees is a critical aspect of growing any business. Marketing your competitive benefits is an investment that can lead to profitability in the long run.
On the flip side, building positive brand awareness can reduce reputation damage from layoffs or other cost-saving cuts.
Gain a competitive advantage
With less noise in the marketplace, businesses that continue to invest in marketing can gain competitive advantage to better reach their target audience.
Even if your budget remains the same, your competitors may decrease their spending, which creates less competition for ad space.
Marketing for long-term growth
While it may be tempting to reduce marketing expenses, businesses that do so risk sacrificing growth. Marketing contributes to long-term business success by building brand awareness, generating leads, and driving sales.
While reducing marketing spend may help your bottom line, this short-term strategy may hurt business down the road. Even though customers may not make certain purchases during a recession, they will remember brands that remained consistent.
Once the economy improves, customers are more likely to return to brands they remember and trust.
Adapting to the market during a recession
During a recession, consumer behaviors and preferences may change. By investing in marketing, businesses can gather data on marketing trends and adjust strategies accordingly, ensuring they remain relevant and meet customer’s needs.
In short, investing in marketing during an economic recession can help businesses maintain their visibility, gain competitive advantage, drive long-term growth, and adapt to changes in the market. Continued marketing outreach and strategy development can help you thrive, not just survive, and outlast an economic recession or downturn.
About Resolute:
Resolute delivers bold and purposeful PR, marketing, and workforce recruitment strategies. Centered on research, innovation and brand-driven ROI, its award-winning team delivers proactive, pioneering ideas that move clients toward their goals. Learn more: www.resolutepr.com.
View original content to download multimedia:https://www.prnewswire.com/news-releases/marketing-during-a-recession-thrive-dont-just-survive-301877985.html
SOURCE RESOLUTE PR
[ad_2]
Source link
Nothing about work is funny. Except when everything about work is funny.
Cubicle dwellers love to laugh through their pain — even when that cubicle is actually a desk chair at a dining table at home.
For decades, comedy about the drudgery and absurdity of corporate life has resonated with wide audiences. “Office Space” remains a cult classic decades after its release. According to Nielsen, in 2020 viewers streamed 57 billion minutes of “The Office,” which premiered in the United States in 2005.
And “Dilbert,” which followed the titular engineer through various white-collar woes, was syndicated in hundreds of newspapers across the country until this week, when the comic strip was widely dropped after its creator Scott Adams’s racist rant on a YouTube livestream. For some, it was no surprise that Dilbert was disappearing — a bigger surprise was that “Dilbert” was still a thing more than 40 years after it was created (especially given Mr. Adams’s history of offensive remarks).
But the material — life under the glare of fluorescents, the joys of middle management — provides eternal inspiration and fellow feeling.
“When workplace comedies poke fun at these shared experiences and identities, they reinforce a sense of camaraderie,” said Jennifer Aaker, a Stanford business professor and co-author of “Humor, Seriously.” Her colleague and co-author, Naomi Bagdonas, added that workplace humor, including on social media, can help people deal with the “exceptionally unfunny times” we are living in. “When many are experiencing stress and burnout, humor can be particularly effective at boosting morale and productivity,” she said.
A new generation of comedians is creating content that responds to and sends up the shifting norms of work. On TikTok and Instagram, memes and videos lampooning everything from Zoom etiquette to Gen Z email signoffs and layoffs are going viral.
DeAndre Brown, 23, who refers to himself as “The Corporate Baddie” on Instagram and TikTok, said that his videos about bosses asking employees to turn on their Zoom cameras always get a lot of views. “So many of us are experiencing the same things,” he said, adding, “It’s super relatable.”
Mr. Brown said he thought his comedy resonated in part because “there is a huge conversation happening about Gen Z in the work force.” He added, “My generation is entering at a time when people are starting to question their jobs.”
In one recent TikTok, Mr. Brown slams shut his laptop and uncorks a bottle of wine with his teeth the moment the clock strikes 5. “When the time hits 5 consider me dead!” the caption reads. Many comments are from people agreeing with and supporting this boundary-setting energy.
But it is the internet, so people do often have something negative to say. “A lot of older generations feel like Gen Z is entitled, we’ll never get anywhere in life, our mind-set is not feasible for a productive corporate environment,” he said. But he added that he also receives comments saying that the future looks brighter because of Gen Z’s approach.
Laura Whaley, 28, who has amassed 2.3 million Instagram followers and 3.1 million TikTok followers, portrays a series of co-worker characters in different wigs and hats — including “the person that creeps their co-workers’ calendars” and “the person who works during their time off.” (In both, a Dolly Parton-esque character named Donna Sue offers support, recalling the classic pro-working woman comedy “9 to 5.”)
Ms. Whaley posts about the trials of remote work, including the tiresome experience of telling a co-worker he’s on mute (again). She said that “with the pandemic speeding up the evolution of work, there were a whole lot of new things coming to the surface that were relatable for a lot of us.”
Christian Maldonado, 28, had just left a job at a car dealership in North Carolina when the pandemic began. After becoming active on TikTok during a period of unemployment, he started a corporate job at a software company. In 2021, he started sprinkling workplace jokes into his posts, noting that videos about bosses and paid time off performed well. He also satirized retail jobs, showing a manager shift from scolding to obsequious in front of a customer. (Mr. Maldonado played all three roles.)
“I get ideas from my audience,” he said. “They comment their experiences they’ve had at past workplaces.”
Rod Thill, 32, who posts about corporate life to some 1.6 million followers on TikTok (and nearly a million followers on Instagram), said that millennials, in particular, have grown up seeing corporate drudgery portrayed in television and movies. But while shows like “The Office” develop characters across seasons, social media creators may have just a few seconds to craft a persona or tell a joke. “It’s still the same relatability but the execution is different,” he said.
Mr. Thill added that content about mental health at work resonates with his audience — and that followers tend to share posts about work friends. “When you talk about your work bestie, they’re sending it to their work bestie,” he said.
Though cubicle comedy tends to focus on the indignities of life as a corporate underling, some corporations have started partnering with the creators that lampoon them.
Natalie Marshall, 25, who posts as @CorporateNatalie, parlayed her 492,000 TikTok followers and 473,000 Instagram followers into a job consulting with tech companies and doing sponsored posts for brands like Dell.
“While I’m making fun of work from home, @CorporateNatalie is incredibly brand friendly,” Ms. Marshall said. She added that many brands like to use humor to appear relatable to their audiences, and said that her own audience included millennial professionals with strong buying power.
Ross Pomerantz, 33, began posting as his character “Corporate Bro” after gathering inspiration from his time working in sales at Oracle. “I wanted to be the modern video version of Dilbert,” he said. But given the events of last week, he said, he now cringes at the comic.
Mr. Pomerantz now does speaking engagements for corporations, especially at sales events. Why would a company in a sector he lampoons invite him to speak? “Self-awareness wins these days,” he said. “People are so sick of the tone deaf, out of touch C.E.O.”
Even some people who work in human resources — who might be expected to balk at the jokes — are in on the fun.
Jamie Jackson, who works in H.R. for a start-up in Nashville, started her meme page @HumorousResources in September 2020. “Millennials especially really gravitate toward memes. They’re like our comics now,” she said.
“Any time I post hybrid memes — I look like this at home vs. this at the office — those always get millions of hits,” said Ms. Jackson, 41, adding, “People will say ‘accurate,’ ‘relatable,’ all those comments.”
The logo of @HumorousResources is a sketch of a hand extending a middle finger — not at anyone in particular, just at the concept of at corporate life. On a recent Microsoft Teams call, a gold-embossed statue of the logo was visible in Ms. Jackson’s home.
Ms. Jackson held a pair of Crocs: They were adorned with a charm version of the logo, too.
“We are at our jobs so much of the time,” she said, so she likes to have fun with the humorous parts of work. “Let’s be honest, we are all just living on a rock floating through space.”
[ad_2]
Source link