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BizReport : : December 05, 2012

Survey: Australian agencies and advertisers embrace affiliate marketing

Australian affiliate network, dgmAustralia, has released the findings of their latest benchmark survey which shows 3 out of 5 retailers have increased their affiliate marketing spend.

by Helen Leggatt

dgm_logo_200x111.gifdgmAustralia's survey, which included brands such as Dell, Expedia, Hilton Hotels and Sony, revealed that Australian advertisers and media agencies are embracing affiliate marketing.

According to the executive summary, "Overall, the survey determined that there is an intention to increase spend on affiliate marketing as agencies and advertisers increase budgets or move to an uncapped 'always on' sales campaign."

Currently, Australia sits way below the U.S. and U.K. where 100% of the top 25 retailers use affiliate marketing, compared to just 4% in Australia.

Key findings from the survey, the first to analyze the use of affiliate marketing by media agencies and advertisers in Australia, include:

- 93% of agencies would recommend affiliate marketing;
- More agencies do not use affiliate marketers (26%) than direct advertisers (14%);
- Just 1 in 3 CEOs have a confident knowledge of affiliate marketing;
- While budget capping restricts ROI and sales 63% of agencies cap budgets as do 34% of clients;
- Finance and retail sectors are the highest users of affiliate marketing in Australia.

Tags: advertising, affiliate marketing, agency, Australia, media buyers, trends

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