Successful affiliate programs
require significant work and maintenance. Having a successful affiliate program
is more difficult than when such programs were just emerging. With the
exception of some vertical markets, it is rare for an affiliate program to
generate considerable revenue with poor management or no management at all.
Uncontrolled affiliate programs did and
still do aid rogue affiliates, who use spamming, trademark infringement, false
advertising, "cookie cutting", typo squatting, and other unethical
methods that have given affiliate marketing a negative reputation.
The increased number of Internet
businesses and the increased number of people that trust the current technology
enough to shop and do business online allows further maturation of affiliate
marketing.
The opportunity to generate a
considerable amount of profit combined with a crowded marketplace filled with
competitors of equal quality and size makes it more difficult for merchants to
be noticed. In this environment, however, being noticed can yield greater
rewards.
Recently, the Internet marketing
industry has become more advanced. In some areas online media has been rising
to the sophistication of offline media, in which advertising has been largely
professional and competitive. There are significantly more requirements that
merchants must meet to be successful, and those requirements are becoming too
burdensome for the merchant to manage successfully in-house.
An increasing number of merchants
are seeking alternative options found in relatively new outsourced (affiliate)
program management (OPM) companies, which are often founded by veteran
affiliate managers and network program managers. OPM companies perform
affiliate program management for the merchants as a service, similar to
advertising agencies promoting a brand or product as done in offline marketing.
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