Emily Brown of Performance Horizon and Michael Long of Hotels.com discuss the complexities of reaching new customers in travel – photo courtesy of Emma Martí
We had the chance to attend some insightful sessions last week at PMI: London about the past, present, and future of partner and affiliate marketing, and all the factors in between that are making the industry more and more complex.
1. Mobile web, not apps, are making waves this year
Our very own VP of Marketing, Erik Mikisch revealed some intriguing new research about the industry’s recent dedication of resources towards mobile web and mobile apps. Specifically, mobile web has, interestingly, overtaken standalone apps this year.
2. Millennials are lazy, but high expectations have lead to some answers on how to reach them
Selligent CMO Nick Worth conveyed the difficulty of targeting young people due to their exponentially increasing standards for convenience, cost, and speed of service, and suggested that the best way to effectively reach millennials is through mobile-based email.
3. Last-click attribution may–or may not–last
In a heated conversation about lack click attribution and the relationship between partners and networks, we heard many perspectives about why last-click should and shouldn’t be discounted in complicated user journeys. The panel ended with an open discussion around content creators and the interesting ethics of zero-percent commission for these partners.
Thanks to everyone who joined us at our stand and attended our exciting sessions! We look forward to seeing you all again next year.