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New Research from Performance Horizon Shows Partner Marketing Drives Both Customer Acquisition and Retention for Retailers

22 percent of retailers use affiliate and online marketing partners to retain customers

2016-10-28 15:48
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SAN FRANCISCO--()--Performance Horizon, the leading global provider of SaaS solutions for partner marketing, and WBR Digital, today released new research that shows as traditional affiliate marketing has evolved, retailers are increasingly using performance-based marketing to not only acquire but also retain customers.

Performance Horizon and WBR Digital’s report benchmarks the retail industry, including the adoption and management of performance marketing programs such as digital partner marketing alongside other marketing tactics. The results analyzed in the report were gathered from responses to a survey delivered during summer 2016 to global retail executives and members of the eTail database.

Key findings show that in today’s world of omnichannel retail, email plays a key role in driving customer retention though is only one facet of a well-rounded marketing strategy. In addition to social media, retargeting, organic search, and referral marketing, digital retail brands are using performance-based measurement models and reward programs across a wider range of nontraditional marketing partners to retain customers. For example, many leading brands incentivize partners with equal or higher rewards for driving return customers.

“It’s well known that it can cost five times more to acquire a new customer than retain an existing one, so in today’s highly-competitive retail market, tactics like digital partner marketing that can help brands keep loyal customers from shopping elsewhere while also driving top-line revenues will continue to increase in popularity,” said Erik Mikisch, VP Marketing for Performance Horizon.

Key Findings Include:

  • Partner and affiliate marketing plays a role in customer retention.
    A surprising 22% of respondents use their partner marketing channel for customer retention, which is a nontraditional use of affiliate programs
  • Independent verification of performance-based partner marketing efforts is a growing trend.
    62% of brands prefer to evaluate marketing performance with the help of a third-party organization or technology while 39% currently only benchmark their performance internally
  • Performance-based marketing campaigns are becoming more popular.
    80% of retailers are adopting performance-based campaigns with their marketing partners

The full report is available as a free download here.

About Performance Horizon

Performance Horizon is the leading provider of SaaS solutions for partner marketing, enabling large enterprises to drive significant sales through their online marketing partners and affiliates. The world’s top digital content, retail, travel and financial services companies rely on Performance Horizon’s highly scalable platform to generate over $3 billion in sales across 185,000 marketing partners. The benefits include highly flexible partner management capabilities; real-time measurement and tracking of performance; optimization through deep analytics; and settlement in over 50 currencies in 183 countries around the world. With offices in the U.S., UK, Japan and Australia, Performance Horizon is backed by top-tier investors, including Mithril, Greycroft Partners and DN Capital. For more information, visit http://www.performancehorizon.com or follow @tweetphg.

About WBR Digital

WBR Digital connects solution providers to their target audiences with year-round online branding and engagement lead generation campaigns. We are a team of content specialists, marketers, and advisors with a passion for powerful marketing. We believe in demand generation with a creative twist. We believe in the power of content to engage audiences. And we believe in campaigns that deliver results. To learn more, visit www.digital.wbresearch.com.

Contacts

Media:
Indicate Media
Peter Moran, 347-880-2895
peter@indicatemedia.com