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Key stat: US marketers are using affiliate strategies throughout the purchase journey, including upper-funnel awareness (56%), mid-funnel consideration (58%), and lower-funnel conversion (50%), per June 2023 Gen3 Marketing data.

Beyond the chart:

• Although 48.9% of marketers said they would increase affiliate spending this year, the channel is still small, according to Martech Record research.
• The same study found that about half of agencies or brands spend 10% or less of their marketing budget on affiliate marketing.
• Affiliate marketing saw a soft start to the year in 2023, due to weak retail ecommerce sales and overall digital ad spend.

Use this chart:

• Rethink how your affiliate marketing budget is allocated in the marketing funnel.

More like this:

• Affiliate Marketing 2023 (Insider Intelligence subscription required)
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• YouTube makes it easier for viewers to buy creators’ products
• Ways to approach influencer marketing before the year ends