Study: Online Ad Spending Now Focused on Five Channels, Led by Facebook and Email Marketing

A just-released report from ClickBank shows that online retailers and e-commerce businesses are focused on five primary channels in their online ad spending, led by Facebook Ads, email marketing, and affiliate marketing.

“We see a lot of these trends and changes showing up on our platform and wanted to provide guidance for businesses looking to gain market share in 2022.”

Featuring a detailed and updated overview of the online advertising ecosystem, ClickBank’s 2022 Traffic Trends report reveals key new spending insights from ClickBank’s 100 largest client companies to show:

• More than 70% of successful businesses in the study generated revenue from three or more marketing channels in 2021.
• Email was identified as the most important marketing channel by 28% of respondents, followed by Facebook Ads, affiliate/influencer, Google/YouTube, and native advertising.
• Half of all businesses identified ad spend as their single biggest investment, beating out software, product creation, and head count.

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The report also dives into specific trends for the three dominant channels, with insights from renowned subject matter experts in Facebook Ads, email marketing, and affiliate marketing.

ClickBank is leveraging its position as an e-commerce industry leader to provide key data and insights for businesses to make the most impactful decisions for success in 2022 and beyond.

“With rapid user behavior changes and technology updates due to the pandemic, it’s more important than ever for businesses to stay on top of martech changes,” said Kuba Poraj-Kuczewski, ClickBank’s VP of Marketing. “We see a lot of these trends and changes showing up on our platform and wanted to provide guidance for businesses looking to gain market share in 2022.”