Florian Gramshammer, Country Manager, Commission Junction UK

The performance marketing space is now a truly multi-channel discipline.

It has grown significantly, from once being considered just search and affiliate, to encompass all forms of online marketing.

This growth is so much so that the field has broadened from an online channel to a digital one.

The world of affiliate marketing is just one element of this digital mix, and it certainly has evolved over the last year.  There are many technology developments which have had an impact, namely the increased popularity of smart phones and tablets.

The captive audience that was once chained to its computer can now engage on multiple platforms and this is rapidly transforming the market.

The past two years has seen the dramatic rise of mobile which is now a well-established, major player in the market.  However, there are many other platforms that are set for a similar rise to fame.

Offline to online is becoming accessible with pay per call, and publisher businesses are developing into corporations and established businesses at a much faster rate.  We’re set to see more innovation from publishers, shopping comparison has evolved to vouchers and group buying, and these create forms of commerce will only grow over the next three years.

In addition, Social Media has provided another marketing platform within the affiliate channel having developed as a key affiliate business model in the past year.

There is one major issue that is going to transform the digital marketing space and that is the EU cookie legislation.  Commission Junction is heavily involved with the IAB and Affiliate Marketing Council in developing plans to ensure the affiliate community adhere to the derivative and it has as little impact on the industry as possible.

Of course, there needs to be substantial consumer education to ensure potential customers are aware of the impact of the ‘opt in’, but it’s a major development and one that publishers and advertisers will need to fully understand.