DM News Article

A Shameless plug of my article that appeared yesterday in DM News.

Christopher Dessi
VP of advertiser sales, North America, Zanox

Some advertisers flinch at the idea of affiliates generating results on their behalf. No matter what doubts you may have about affiliate marketing, the exciting reality is that it has proven to be effective.

If you don’t employ affiliate market­ing tactics in your e-marketing strategy, you’re missing out on new markets and a guaranteed expanded workforce at no cost. For example, if you decide to partner with a network that offers inter­national affiliate reach – you now have an instant international e-marketing strategy. Similarly, if you allow search affiliates to proactively bid on search words – you’ve now just penetrated the search market, without internal staff and at zero cost to you.

Once you have decided to leverage affiliate marketing, the next step is to select a preferred partner. If you ask these four questions before you move forward, you’ll find an affiliate market­ing partner that is significantly more valuable to your organization.

First, is your affiliate network trans­parent? As larger brand advertisers start to spend more money with networks, a real need for transparency has emerged.

Ask if you are obligated to pay for the conversion when a pixel fires. Savvy networks rely on delayed confirmation of a pixel firing. Then, look for a part­ner that offers international reach.

Finally, ask your potential partner if it will allow your company to work with other affiliate networks. If a partner is attempting to lock you into a contractual obligation of exclusivity, they’re only limiting your market reach


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