The Agency is the Future of Affiliate MarketingWritten by Dinesh Boaz
May 2, 2012 # 2:05 pm # Marketing Insights # 8 Comments
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.