Our friends at PerformanceIn just published a byline from us about the need for affiliate marketers to shine up the affiliate brand. Our own Charlie Calabrese, a long time veteran of the space, makes a candid assessment along with some great recommendations. Here’s a little excerpt to whet your appetite.
I remember the first time I heard the words “affiliate marketing”. The term sounded strategic, sophisticated and results-oriented. For those of us that know the space well, that’s exactly what affiliate has always been about. We’ve always understood how brand and publisher partnerships deliver outstanding ROI — even as they enhance brand equities and reputations.
But not everybody thinks so positively when they hear “affiliate marketing.” Instead, some draw negative associations based on historic issues in the industry. In the early days, brands rushed into the affiliate space – often without having thought-through strategies, measurement plans, and safeguards that ensured best results. As the money poured in, so did fraudsters anxious to get a piece. Further, imperfect partner vetting processes occasionally meant that ads for great brands showed up in not great places.
Fast forward 15 years, and I’d argue that what we call “affiliate” is one of the most accountable and clean segments of digital. The vast majority of affiliate programs now pay only after a confirmed purchase, so investment is perfectly aligned to results. In addition, with proper tracking and verification, brands can ensure that their products are featured only in appropriate environments.
You can read the entire post here.
(Note, since this article was published we have changed our name from Performance Horizon to Partnerize. Check out our home page for more information.)