Online advertising and affiliate marketing are powerful tools for businesses looking to grow in a digital-first world. These methods help brands reach new audiences without needing massive upfront budgets, which makes them especially attractive to smaller companies or startups. Affiliate marketing, in particular, creates a kind of partnership where third-party publishers (affiliates) promote a business’s product or service. In return, they earn a commission based on the results they bring to the table.

Affiliate marketing works best when it is tied to performance. It’s all about actions. That could be getting someone to click a link, fill out a form, make a purchase, or complete any other goal set by the brand. Each action type fits a different kind of product or service. For example, a company selling a monthly meal subscription box might reward affiliates for completed purchases, while a life insurance provider may pay per lead since conversions usually happen later through a sales rep.
One of the most important things for running a solid affiliate campaign is tracking. Every affiliate gets a unique link or tracking code, so when someone clicks on it or makes a purchase, the business knows exactly where the action came from. These details help companies know which affiliates are performing well and which parts of the strategy might need tweaking. Without tracking, none of this would work. It also helps determine which content, platforms, or audiences convert.

However, not every affiliate program should look the same. A brand selling physical products like art supplies might do better using banner ads or product feeds on art or craft-focused sites. On the other hand, a digital product like an app or an online course might perform best through YouTubers or influencers who can break down the features and offer their personal review. The good news is that affiliate networks like ShareASale and CJ Affiliate handle a lot of the backend stuff, including tracking, commissions, and even access to creatives like banners or social media graphics.

Transparency is key. Affiliates should disclose their partnerships with brands, and businesses should ensure their expectations are easily understood. This helps avoid confusion, keeps everything legal, and builds trust with the audience. People are more likely to click a link if they know the person recommending it actually uses the product and isn’t just in it for the money.
The affiliate marketing industry is experiencing significant growth. According to Forbes, 83% of marketers are utilizing affiliate programs to enhance brand recognition, and the market is projected to grow at a compound annual rate of 7.7% between 2023 and 2030. The trend further showing the importance of adopting best practices to stay competitive in the evolving digital marketplace.

When it’s done right, affiliate marketing can do far more than just boost sales. It builds relationships. Affiliates become brand advocates, and businesses grow without spending money on ads that might not even work. It’s a setup where everyone wins if the strategy, tracking, and communication are all dialed in.

References:

• Farrugia, C. (2021). Best affiliate marketing programs of 2021. Investopedia. https://www.investopedia.com/best-affiliate-marketing-programs-5190482
• Gasparyan, D. (2023, September 20). Affiliate marketing: Predictions and strategies for success. Forbes. https://www.forbes.com/councils/forbestechcouncil/2023/09/20/affiliate-marketing-predictions-and-strategies-for-success/
• OpenAI. (2025). ChatGPT [Large language model]. https://chat.openai.com (Used to help identify and locate relevant academic and industry sources)