Comments:
I am seeing this in a big way as well. In addition to top level execs learning about things we’ve always known about, such as the things you point out, they are starting to pay attention to the revenue generated and how to make the stream bigger. in doing so, they wind up finding out alot more about how things “really” work.
Which I think is a good thing. It’s painful at first, but if affiliate marketing wants to assert itself as a viable and lasting revenue stream, it really needs to ensure that it’s up to every expectation that top execs can throw onto them. This could really be affiliate marketing’s time to shine, if they can past muster.
Thanks, Patrice.
I tend to believe that affiliate marketing’s original premise was simply un-realistic. It was made in a time where the other option (multi-million dollar portal deals and TV buys during the Super Bowl) was out of the question for most marketers.
Of course, I played a central role in setting that false-expectation so I’m a bit red in the face… yet remain optimistic. I just wish that others in the business might be a bit more honest with their customers (read: affiliate networks) and step up to the plate. Most have waited to be pressured by media or Attorneys General to take action.
Speaking of which, do you think that *most* Commission Junction advertisers know, today, why ShopathomeSelect got the boot? So far, most I speak to don’t and I suspect they never will. It’s simply not important. It’s part of their affiliate program and that puppy is all about paying only when you get what you want - and nothing but.
What troubles me is watching forces continue to prop up lies and flasehoods. Specifically, I think that this retards and dumbs-down an industry that deserves to be told the truth… not to mention go about marketing in a more responsible way. Yes, responsible to the bottom line/CFO!