#01 A New Era for Partner Marketing | with Kevin Edwards

Show notes

In the debut episode of the Partner Marketing Podcast, Kevin Edwards, founder of the Affiliate and Partner Marketing Association (APMA), shares his journey from leading roles in affiliate marketing to establishing a dedicated trade association for the UK affiliate industry. Kevin discusses the motivation behind APMA’s creation, emphasizing the importance of collaboration, representation, and collective problem-solving for brands, publishers, and networks. He highlights APMA’s rapid growth, its comprehensive roadmap, and its role in addressing challenges and opportunities in affiliate marketing.

**Insights from APMA’s Industry Report **The episode provides a deep dive into APMA’s latest industry report, a cornerstone project that benchmarks the size of the UK affiliate industry. Kevin explains the collaborative effort behind collecting data, including inputs from networks, publishers, and brands, and how this research provides insights into industry trends, growth, and challenges. Key findings reveal that affiliate marketing generated over £21 billion in order value in 2023, accounting for 10% of UK e-commerce. Kevin interprets these numbers as a testament to the channel’s resilience and its untapped potential for growth.

**Addressing Challenges and Future Opportunities **Kevin also addresses pressing issues such as cookie classification, tracking improvements, and diversifying traffic sources away from Google. He emphasizes the need for greater education and advocacy to mitigate risks and foster trust within the industry. Reflecting on the evolving role of publishers, he underscores their innovation in adapting to shifting market demands and their growing influence across various verticals, from retail to travel.

Listeners gain a comprehensive overview of the affiliate channel’s transformation over the past two decades, from its early, experimental days to a professional, data-driven ecosystem. Kevin offers actionable advice for marketers, stressing the importance of understanding client businesses, telling compelling success stories, and embracing collaboration to achieve long-term growth.

This engaging episode celebrates the power of partnerships and innovation in affiliate marketing while outlining a roadmap for tackling future challenges. Perfect for marketers, industry professionals, and anyone interested in the potential of partner marketing, this conversation sets the stage for insightful discussions to come.

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This Podcast is produced by TLDR Studios.