2025，营销向“实”：impact.com年度合作伙伴经济盘点

Core Insights - In 2025, brand marketing is shifting towards authenticity, with consumers actively seeking recommendations from creators and peers rather than passively receiving brand messages. 89% of consumers trust personal recommendations over advertisements, and 70% of Gen Z and millennials do not trust a brand without prior research [1] - Global advertising spending is projected to exceed $1 trillion by 2025, with over $600 billion allocated to paid search, social media, and programmatic display, yet the return on investment is under pressure [1] - The traditional linear marketing funnel is becoming obsolete, as consumer journeys are now dynamic and cyclical, emphasizing ongoing interactions within communities rather than one-way brand messaging [1] Company Developments - impact.com has supported over 350,000 active partner marketing projects and served more than 5,000 clients, transforming partner marketing into a measurable growth engine [1] - The company has integrated its influencer marketing platform (Creator) and referral marketing platform (Advocate) into its performance marketing solution, aiming to reduce costs associated with switching between different partner types [2] - New features in the Performance platform include automated partner re-engagement tools and event risk reporting, enhancing the efficiency of partner marketing projects [3] Product Innovations - The Advocate platform has undergone significant updates, including a redesigned program editor and a simplified interface, improving the overall user experience [3] - impact.com has launched a "Retail Media Solution" to tap into the rapidly growing digital advertising sector, with U.S. retail media spending expected to rise from $60 billion in 2024 to $130 billion by 2028 [3] Strategic Collaborations - The integration of creators and AI is reshaping partnership dynamics, with creators providing authentic influence and AI enhancing insights and execution efficiency [4] - impact.com has partnered with AI marketing platform Evertune to improve brand visibility in AI search environments like ChatGPT and Gemini, creating a closed-loop from data insights to project execution [5] Industry Recognition - impact.com has received multiple industry awards, including the "Best Affiliate Marketing Project Award" at the Digiday Technology Awards and recognition as the "Best Integrated Marketing Technology Company" by Martech Breakthrough Awards [6] - The company has also been acknowledged in the Greater China region for its product innovation and localized services, winning several awards including the "Best Affiliate Marketing Award" at the Extraordinary Awards [6] Market Engagement - impact.com maintains market communication through podcasts, research reports, and offline events, with its podcast "The Partner Economy" achieving over 478,000 downloads [7] - The annual flagship event iPX 2025 attracted over 600 participants, focusing on AI technology applications and growth strategies for Chinese brands [7] Future Outlook - In 2026, brands will focus on establishing stable and sustainable growth sources, with partner marketing expanding its role beyond a mere tool to connect various types of partners [9] - AI will play a crucial role in enabling brands to make intelligent decisions within a vast partnership ecosystem, optimizing strategies and automating processes [10] - impact.com plans to continue investing in platform innovation and ecosystem expansion to enhance the effectiveness and measurability of partnerships [10]