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Revenue Growth Architect | Go-To-Market Expert | B2B Marketing and Sales Expert | Industry Analyst | Podcast Producer & Host | Content Creator | Executive Board Member

❝Affiliate marketing today should be viewed as a commerce enablement engine rather than just a performance channel. No two affiliate programs need to look the same, and it can drive value across the entire funnel—from awareness to conversion. If you think about it, every time someone researches a product online, they’re likely interacting with affiliate content. So why isn’t this the biggest channel ever?❞ Patricia Marange, Executive Director, Head of Affiliate Marketing & Partnerships across GroupM 📣SEASON 1 EPISODE 22📣 Amplify Channel Performance and Boost ROAS by Giving Affiliate Marketing a Seat at the Planning Table In this episode of Revenue Boost: A Marketing Podcast, Patricia and I discuss the power of affiliate marketing and how it can supercharge your media strategy and amplify channel performance for increased revenue. With over a decade of experience in the affiliate space, Patricia shares insights on the evolution of affiliate marketing—from a lower-funnel conversion tool to a powerful, full-funnel commerce enablement engine. We discuss how integrating affiliate marketing into your media plans can complement and fuel your investments across search, social, video, and display, while driving measurable business growth. Whether you're a seasoned marketing professional or exploring new growth opportunities, this episode offers valuable strategies for maximizing revenue growth. Here are a few key takeaways: ⚡The Rapidly Evolving Role of Affiliate Marketing: Today, affiliate marketing should be seen as a commerce enablement engine offering flexibility across the full funnel—from awareness to conversion. ⚡Customization of Programs: No two affiliate programs look the same. Brands can tailor their programs to focus on high ROAS, upper-funnel awareness, or mid-funnel engagement, depending on their goals. ⚡Affiliates as a Strategic Growth Driver: Affiliates can enhance both brand visibility and conversion rates, acting as a valuable tool in broader marketing strategies. ⚡The Importance of Relationships: Affiliate marketing is highly relationship-driven. Building strong partnerships with affiliates and content creators is crucial to the success of the program. ⚡Commerce Content Opportunities: As more consumers engage with editorial content online, affiliate links embedded in authentic articles can drive conversions while maintaining editorial integrity. ⚡Measurable Impact: Affiliate marketing offers robust tracking capabilities, allowing brands to see exact sales data and measure performance down to the SKU level. ⚡A Seat at the Planning Table: For affiliate marketing to scale, it needs to be integrated into broader media strategies, with its full potential recognized by planners and executives alike. Tune in to learn how to maximize ROAS and elevate your media performance: https://lnkd.in/eMAjXha7

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Kerry Curran, MBA

Revenue Growth Architect | Go-To-Market Expert | B2B Marketing and Sales Expert | Industry Analyst | Podcast Producer & Host | Content Creator | Executive Board Member

2mo

Thank you for a brilliant episode, Patricia!

Great points. Broader media strategies + full funnel for the win! Sharing data with brands that show the explanation and evaluation value pubs play with in-market audience decisioning has worked for us. In-market shopper intent = power to the pub.

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