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Managing Affiliates

Published on 6/18/2019
For additional information  Click Here

Affiliate marketing management requires both software and time. Let’s look at software first.

Advertisers — i.e., online retailers — need a way to recruit affiliate marketers, track their sales, and process commissions for qualified sales.

Effectively, these advertisers have a couple of choices. They can use an affiliate network that acts as a go-between, connecting the advertiser to affiliate marketers and managing the tracking and payments in exchange for a service fee. Or the advertiser can license affiliate-tracking software to deploy on its own servers or as a cloud-based service.

In this second scenario, the software will do the work of tracking affiliate payments, but the advertiser will need to recruit affiliate marketers and manage the payment process.

Both choices require work. This is the “time” required to manage an affiliate marketing program as opposed to the software used.

Affiliates will need to understand the advertiser’s target customers, the advertiser’s products, and the advertiser’s brand.

To help, a merchant could provide “talking points” that describe the brand and the products. The merchant may also create approved banner ads and otherwise provide graphics and advertising material.

The merchant will likely need to answer affiliate questions, approve some affiliate marketing tactics, and even approve individual websites where banners may appear.

And like any other form of ecommerce marketing, a merchant’s marketing team will need to track performance. Is affiliate marketing generating the desired return on investment? Is it supporting the store’s brand?

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