Teil II – Struktur des Ökosystems | Kapitel 5

Partnertypen & ihre Rolle in der Customer Journey

Vollständige Taxonomie der sechs Partnertypen-Cluster und ihre Zuordnung zu den Phasen der Customer Journey.

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Kernthesen des Kapitels

Die Partnerökonomie gliedert sich in sechs Cluster: Content & Information, Price & Incentive Driven, Targeted Outreach & Performance Access, Social Influence & Community, Technology-Driven Optimization sowie Strategic & Cooperative Partners.

Das erweiterte Customer-Journey-Modell mit sechs Phasen (Discovery, Research, Engagement, Conversion, Retention, Advocacy) bietet den Rahmen, diese Partnertypen zu verorten. Multi-Partner-Journeys führen zu signifikant höheren Transaktionswerten.

Tabellen

Die folgenden Tabellen systematisieren die Kerninhalte des Kapitels.

Tabelle 5.1: Gesamtmatrix: Partnertypen × Customer-Journey-Phasen

Partnertypen-Cluster Discovery Research Engagement Conversion Retention Advocacy
Content & Information ●● ●●● ● ○ ○ ○
Price & Incentive ● ●● ● ●●● ●●● ●
Targeted Outreach ●● ●●● ● ●● ● ●●
Social Influence ●●● ●● ●●● ●● ● ●●●
Technology-Driven ○ ● ●● ●●● ● ○
Strategic & Cooperative ●● ●● ●● ●● ●● ●

Tabelle 5.2: Content & Information Partners – Customer Journey Zuordnung

Untertyp Discovery Research Engagement Conversion
Content Blogs & Special-Interest-Foren ●● ●●● ● ○
News- & Medienportale ●●● ●● ● ○
Produktvergleichs- & Testportale ● ●●● ●● ●
CSS – Comparison Shopping Services ○ ●●● ● ●●

Tabelle 5.3: Price & Incentive Driven Partners – Customer Journey Zuordnung

Untertyp Research Conversion Retention Advocacy
Gutschein- & Coupon-Seiten ●● ●●● ● ○
Deal-Communities ●● ●●● ● ●
Price Comparison Sites ●●● ●● ○ ○
Cashback-Portale ● ●●● ●●● ●
Loyalty- & Rewards-Programme ○ ●● ●●● ●●
Card-Linked Offers ○ ●●● ●●● ○
Token-basierte Rewards ○ ●● ●●● ●●

Tabelle 5.4: Targeted Outreach & Performance Access – Customer Journey Zuordnung

Untertyp Discovery Research Conversion Advocacy
SEO / AIO Traffic-Partner ●●● ●●● ● ○
E-Mail-Marketing-Partner ●● ●● ●●● ●
Closed User Groups (CUGs) ● ●●● ●● ○
SEA / Paid Search Arbitrage ●● ●● ●●● ○
Customer Advocates ●● ● ●● ●●●

Tabelle 5.5: Social Influence & Community Partners – Customer Journey Zuordnung

Untertyp Discovery Research Engagement Advocacy
Influencer (Nano–Macro) ●●● ●● ●●● ●●●
Content Creator ●●● ●●● ●●● ●●
Social Media Publisher ●●● ●● ●●● ●●
Communities & Messenger-Gruppen ●● ●●● ●●● ●●●
Podcaster ●●● ●● ●●● ●●
Social-dominante Mobile Apps ●●● ● ●●● ●

Tabelle 5.6: Technology-Driven Optimization Partners – Customer Journey Zuordnung

Untertyp Research Engagement Conversion Retention
Checkout-Optimierung ○ ● ●●● ●
Exit-Intent-Technologien ○ ●● ●●● ○
Bounce-Rate-Optimierung ● ●●● ●● ○
Overlays / Browser-Extensions ● ●● ●●● ●

Tabelle 5.7: Strategic & Cooperative Partners – Customer Journey Zuordnung

Untertyp Discovery Research Conversion Retention
Brand Partnerships ●●● ●● ●● ●●
Offline-Partner ●● ● ●●● ●●
Marktplatz- & Händlerpartnerschaften ●● ●●● ●●● ●●

Quellen

Die folgenden Quellen wurden in diesem Kapitel verwendet oder bilden die Grundlage für die Argumentation.

The Affiliate & Partner Marketing Association (APMA) State of the Affiliate Nation 2025 Britische Branchenstudie zur Marktentwicklung im Affiliate und Partner Marketing. theapma.co.uk/…/industry-surges-to-1-7bn
CJ Affiliate Affiliate Customer Journey – A Study of Single and Multi-Publisher Journeys Analyse von Single- und Multi-Publisher-Journeys entlang der Customer Journey. junction.cj.com/affiliate-customer-journey
Awin / Forrester Consulting Affiliate Marketing Opportunity Snapshot Study 2024/2025 Strategische Investitionsprioritäten und ROI-Erwartungen im Affiliate-Kanal. awin.com/…/awin-forrester-affiliate-survey
Bundesverband Digitale Wirtschaft (BVDW) Fokusgruppe Affiliate Marketing – Kompendium Leistungsmessung Standards und Methoden zur Leistungsmessung im deutschen Affiliate-Markt. bvdw.org/themen/affiliate-marketing/
Acceleration Partners 15 Types of Affiliate Partners – A Comprehensive Guide Systematische Übersicht und Abgrenzung verschiedener Partnertypen. accelerationpartners.com/resources/affiliate-partner-types/
Alle Quellen ansehen

Vorheriges Kapitel

Kapitel 4: Wertschöpfungsketten im Wandel

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Kapitel 6: Branchen- & Arbeitgeberökonomie
Stand: Januar 2026
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