Assessing the value of online affiliate marketing in the UK financial services industry

Abstract

This research attempts to understand affiliate marketing success and application within three financial services markets. The results of both quantitative and qualitative research reveal a distinct pattern of success and failure in the markets researched. These results were used in order to create a list of attributes by which the 'suitability' of a market for affiliate marketing can be evaluated. We conclude that the process of affiliate marketing needs to be implemented in a much more contingent manner, catered to the market attributes and variances exhibited.