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affiliate marketing

In my last blog post I discussed several reasons why multi-touch attribution models, and the different commission philosophies that will spring from that, should raise the hackles of affiliates. If you haven’t read it yet, check it out here.

If you have no idea what I’m talking about, check out this PMA post from Lisa Picarille on Attribution.

So why should affiliates embrace multi-touch attribution? There are many reasons why, but allow me to address the ones that I think are most important.

IT’S HAPPENING WITH OR WITHOUT YOU

A little harsh, I know, but it’s true. This is happening whether affiliates and our industry embraces it or not. So you can be part of the conversation or deal with the consequences of your business and our industry not being a part of the discussion. Learn about this concept, ask your advertisers about it, and become their go-to-guy for this type of information. You’ll be better positioned to offer assistance and ensure accurate commissions for you in the future.

Each year brings new opportunities and threats to the affiliate space. In the last 12 months, we’ve seen a real push by retailers for multi-touch attribution models that will afford them more insight into the omni-channel journey of their customers and will allow them to more efficiently allocate resources (read budget) amongst all their channels. The affiliate marketing channel included.

multi-touch-attribution-models

Last month, our VP of Global Performance Marketing was attending the Linkshare event in the UK when this concept was brought up. To say the affiliates in attendance were upset may be an understatement. Their reactions were a catalyst for a detailed discussion internally about how the affiliates feel and what they should do about, and for this blog post.

Should affiliates be “up in arms” and scared about the coming mulit-touch attribution models? Concern is definitely warranted and in this blog post I’ll outline some reasons why affiliates should be on high alert. In the second post of this series, I’ll outline why affiliates shouldn’t riot in the streets and how/why they can be much more involved in these initiatives. So affiliates, I’m going to scare ya, then talk you off the ledge with some great ideas. So bare with me through both of these articles.

GTOManagement is a Corporate Member of the Performance Marketing Association.  This article originally appeared in FeedFront Magazine, Issue 21.
7 FORGOTTEN THINGS
As a longtime outsourced affiliate manager, I’ve had the pleasure of managing and consulting with many companies about their affiliate programs. It never fails to surprise me that sometimes even the largest brands forget that the details can be so very important to the success of their affiliate programs.

Forgotten Item #1

One mistake I see many affiliate programs make is using the default network contact emails. First impressions mean a lot when it comes to application emails and, while not every network allows for customization, when it’s available you should take advantage of it.

Acceleration Partners is a Corporate Member of the Performance Marketing Association.

Affiliate-storefrontAffiliate marketing is in a state of both growth and transition, with many new types of publishers expanding the scope of the industry. One of the most exciting areas of opportunity is affiliate storefronts, which not only give merchants the ability to connect with non-traditional affiliates, but present schools and other nonprofits with a robust new fundraising channel.

How Affiliate Storefronts Work

Here’s how affiliate storefronts work. Merchants create partnerships with schools and other nonprofits looking to raise money. The merchants then create a co-branded online storefront, usually on a page within their main site, that features their products along with pictures and logos from both organizations. These storefronts work with affiliate tracking, but give the affiliate a natural link to use in their promotion and create a more co-branded experience.

What did you just call meSo, what is an affiliate? To you, the answer is obvious, something that effortlessly jumps to the top of your mind. But did you know that there are at least four distinct definitions of the word “affiliate” being used across our industry?

In this article, I provide a breakdown of the use and meanings of this word, along with all the other primary words used in different contexts within Affiliate Marketing.

I’m Not an Affiliate, I’m a PUBLISHER

At the recent Affiliate Summit West 2014 in Las Vegas, I overheard a conversation in which someone was asked if they were an “affiliate.” In reply, they curtly pointed out that they weren’t an affiliate at all, they were a “PUBLISHER.”

As a webmaster who promoted affiliate offers, of course she was an affiliate… wasn’t she?

ShareASale is an Industry Champion Member of the Performance Marketing Association. This article originally appeared in FeedFront Magazine, Issue 24.
promotion image
If you are an affiliate program manager, you know that one of the biggest challenges is activating your affiliate base. You may have 1,000 affiliates but only see sales generated from a handful of them.

Sound familiar? Fear not, you are not alone. There is always going to be some level of inactivity, but you should strive to increase the percentage of active affiliates. The solution: create enticing promotions.

One common bonus structure that merchants offer is the top earner promotion, where the affiliate that drives the most sales, gets x dollar bonus. If the intention is to motivate inactive affiliates or move the middle, there are two issues with this kind of structure, the default winner and perceived unattainability.

LinkConnector is an Industry Champion Member of the Performance Marketing Association.

3 Piggy BanksLet’s create a scenario. You are an advertiser who pays your publishers a percentage of revenue for each sale a publisher drives through your Performance Marketing program. Let’s assume not all sales are equal since they rarely are. Chances are you are valuing each sale the same by paying your publishers the same percentage for every sale.

This isn’t necessarily a problem unless you, or more likely your boss, have a different objective other than maximizing the number of sales. Don’t get me wrong; maximizing the number of sales is extremely important, however, it is seldom an advertiser’s primary (or even secondary) objective.

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