The Agency is the Future of Affiliate Marketing
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The Agency is the Future of Affiliate Marketing

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Recently, massive changes and shakeups have affected the affiliate marketing realm.  With the growing number of concerns with affiliate network practices and a highly active merger and acquisitions marketplace, affiliates should strongly consider the opportunity of working with digital marketing agencies.

While applying to a digital marketing agency is less turnkey than a standard affiliate network, the rewards and long term gains can far outweigh the detail-heavy process.  Some things to keep in mind when signing up to work with an agency is the following:

Be proactive and forthcoming with information.  Since agencies work with leading brand advertisers, they expect publishers to be transparent about their audience profile, the types of programs and verticals they have shown success with, what the conversion rates have been on those previous campaigns and the traffic sources and data collection methods the publisher has in place.  Similarly, agencies expect strict campaign compliance from publishers and have zero tolerance for fraud.

Expect a hands-on experience. Agencies are looking out for the best interest of their clients as well as their publishers. Since they work directly with larger and more established brand advertisers, agencies can help publishers monetize their traffic with branded performance-based opportunities.

Receive access to many new avenues of growth.  Larger brands can translate into higher payouts, more campaign longevity, and campaign budgets that are planned for and committed upfront.  In addition, agencies sometimes have exclusive access to private offers, ensuring that the offer is not already saturated in the market.

Benefit from tested and optimized offers. By working hand in hand with clients to analyze and test creative, agencies ensure proven and consistent results for all parties, allowing for higher margin campaigns with higher conversion rates. Publishers can also expect open communication and transparency from the agency on conversion rates, client needs and feedback.

Increase in value of your inventory.  Affiliate marketing campaigns are frequently run in conjunction with a traditional advertising campaign and for publishers this can mean an increase in brand recognition and a boost in conversion rates. By delivering quality leads for the brand, publishers have a higher potential for an increase in payout.

By aligning your media with top digital performance focused agencies outside of the affiliate networks, publishers can work with bigger and more sustainable clients.  If an agency is satisfied with the results a publisher is able to deliver for one of their clients, then they are more likely to refer additional business which can open the doors to additional areas of growth.

Written by Dinesh Boaz

Dinesh Boaz co-founded Direct Agents, a full service digital marketing agency, in 2003. As an entrepreneur and visionary, Dinesh was committed to developing a company that provided the highest level of customer service and customized digital marketing solutions for leading brand advertisers.

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9 Comments

  • David says:

    Hi Dinesh, nice posts on agencies. I actually was not aware of this until now. I always assumed the big affiliate networks had the best items to promote.

    But, you have shown me that perhaps I was wrong in that assumption. Again, great post. Thanks again Dinesh
    David recently posted..Update On My AAPL Stock TradeMy Profile

  • Huh? says:

    Huh? Don’t you guys run media internally?

    Why would an affiliate be transparent with you when you have a team of buyers who can copy the campaign and cut the pubs out?

  • Hi Dinesh,

    Good article! I always look for ways to stay ahead of our forever changing industry.

    However, coming from the stand point of an affiliate. As an affiliate my #1 priority is to protect my income streams, and not to possibility create anymore competition for myself.

    Let’s face it – MASSIVE dollars are made in our industry.

    In time, I believe that this industry will produce more young millionaires faster than anything else in history. The more money is at stake, the more affiliate’s should protect their assets – their income streams.

    Without going into my personal experience with ‘shady’ (some with big names.) networks. I personally have made it a strict practice of mine to avoid working with networks which nearly demand that I “out” my properties, and marketing systems which drive, and converts targeted traffic.

    Networks have their own tracking systems in place to verify good clean traffic. Thus, an affiliate should be expected to limit transparency due to obvious reasons.

    It will be interesting to see what the future holds for our industry. Until then, see you at the top!

    Antonio Easter
    Antonio Easter recently posted..Top Ten Books – The ABSOLUTE BEST for 2012My Profile

  • Dinesh Boaz says:

    Thank you for your comments. By transparency I was not implying that you need to tell digital agencies all of your secrets and your proprietary information. What I am recommending is that you share information about where your traffic is coming from and what types of offers perform well for your audience. This will add value to you as a vendor since branded advertisers like to have a better sense of who they are working with so they can maintain some control on their campaign.

  • I think this is among the most important info for me.

    And i’m glad reading your article. But should remark on some general things, The website style is wonderful, the articles is really great : D. Good job, cheers
    Why Interior Design recently posted..Why Interior DesignMy Profile

  • Sarah says:

    In order to get your client database growing, it is a good idea to sign up to marketing agencies. In particular go for the agencies who are sales driven. They will be able to assist you in SEO optimisation.

  • Dear Dinesh,
    I liked what you said about allowing for higher margin campaigns with higher conversion rates. Publishers can also expect open communication and transparency from the agency on conversion rates, client needs and feedback.
    Continue this kind of articles because they are very good and useful, congratulations.
    collections agency recently posted..Can A Collections Agency Educate You?My Profile

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