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AFFILIATE MARKETING: Managing affiliates.

Publication: New Media Age
Publication Date: 30-MAR-06 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Little needs to be done to convince advertisers of the benefits of affiliate marketing after it helped online sales volumes grow by 90% last year, according to TradeDoubler. Brands are chomping at the bit to add it to their media schedule. But most are faced with a dilemma: should they attempt to manage their affiliate activity in-house or outsource it to a specialist agency?

Launching an affiliate marketing programme is a highly labour-intensive undertaking that can require advertisers to be in constant contact with Web publishers. To avoid overstretching their marketing teams, those that opt to manage activity in-house often hire a dedicated affiliate manager.

The affiliate manager

The first responsibility of an affiliate manager is to decide which third-party networks to work with. There are a number of key players in the market (see page 13) all offering access to thousands of Web sites. In addition to working with an affiliate network, advertisers often find it useful to form direct relationships with partners they trust to...

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