Google’s Panda algorithm changes pose one of the biggest threats to affiliates according to the findings of Bigmouthmedia’s annual affiliate marketing survey.

The Edinburgh based agency also revealed how many affiliates believe Google has designs on becoming the biggest of all affiliates.

The Survey, Exploring Online Affiliate Marketing Trends, focused on the opinions of  UK based affiliates revealing insights into a variety of topics including key technology changes and operational trends.

Regarding promotional methods, SEO and content marketing remain the most popular at 63.2% of respondents indicating they actively used them to promote advertisers with social media leaping to 27.2% in 2011.  Moreover, affiliates are increasingly adopting a blended approach with 40% opting for combining two or three different methods to reach their audiences and 28% using four or more.

The survey also offered affiliate opinions on attribution modelling with affiliates sceptical about the benefits to their businesses, over half viewing it as a threat to their livelihoods, up from 34% last year.

Commenting on the survey, Senior Affiliate Manager at Bigmouthmedia Susan Jamie said, “We’re pleased we could repeat the affiliate survey this year. It’s our chance to reach out to the affiliate community and ask them what the industry could do better.  This year we noticed an increase in the number of affiliates working across multiple sectors and I think that’s an important insight for networks and agencies.

“The survey seems to show some level of frustration among affiliates this year.  More affiliates are wary of Google’s intent than last year, more affiliates are concerned about attribution models and more affiliates are spreading the risk by branching out across multiple sectors.”

 Adding to Jamie’s comment, Andrew Girdwood, Media Innovations Director commented: “I think it’s a real shame affiliates are falling out of favour with attribution modelling because it should be a opportunity for the industry to show the value it offers.

“I suspect the lack of faith in attribution modelling is in part due to the awkwardness and hassle of some tracking systems. There’s no easy solution yet and so affiliates are sometimes left with technical projects that they must complete, just to collect on the standard commission, while an advertiser or agency digs around in complex data just to show something we already knew. 

“I think we’ll see attempts in 2012 to simplfy this and perhaps look at metrics like life time value for more meaningful insight with less fuss.” 

Bigmouthmedia have created this infographic that illustrates the key findings of the full survey available here.

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