This is a guest post by CT Moore from ShareResults.
This back to school season, <a href="http://blog.shareresults.com/back-to-school-coupons/"><strong>coupons have done very well</strong></a>. After all, families are trying to spend less, but they still need just as many supplies as they did last year.
Well, I recently got a chance to ask <strong>Mike Allen</strong> of <a href="http://www.shopping-bargains.com/"><strong>Shoppin-Bargains.com</strong></a> a few questions about his experience in the industry. Mike discussed the verticals he focuses on, what he expects of a program and affiliate manager and what makes either one of those stand out to him.
<img src="http://img256.imageshack.us/img256/822/shoppingbargains.gif" align="right" /><strong>CT Moore: How long have you been in affiliate marketing?
Mike Allen: </strong>I've been involved in affiliate marketing for a little over ten years.
<strong>CT: What kind of promotion methods you currently use OR what kind of affiliate would you classify yourself as? Email, blogging, PPC, coupon/deal sites, loyalty sites?
MA: </strong>I primarily classify my affiliate efforts in the coupon/deals arena.
<strong>CT: What are the top challenges you encounter dealing with merchants?
MA:</strong> In no particular order, there are many challenges with the affiliate marketing relationship. It must be built on trust or the system crashes.
Thus, it can be challenging to work with merchants who don't make it easy to know what promotional methods are allowed or who don't police unscrupulous affiliates. It is clearly frustrating to be undercut by the non-enforcement of the stated terms I am trying to follow. Other problems are non-payment or non-timely payment, lack of communication, lack of standard-sized creative and in some extreme cases, no default text link.
<strong>CT: What really makes an affiliate program stand out to you? Tools, reports, software, support, etc?
MA: </strong>Obviously, good tracking and timely payment are key elements that must exist if there is going to be any kind of affiliate program. Other than those basics, however, the affiliate manager is one of the most critical factors in the equation that can make or break an otherwise viable program. The affiliate manager's data and insight is critical for learning essentials like what products are actually being purchased and the advertiser's conversion rate. Other helpful things include instituting landing page improvements, advising on what items to promote seasonally and providing advance notice of upcoming coupons, sales, promotions and advertiser initiatives so we're able to "pre-sell" our customers and enhance their conversions.
<strong>CT: What do you expect from your affiliate manager?
MA: </strong>In a word, communication. When there is a problem I expect they will be my advocate in finding a solution. When there is success, I expect they will help us capitalize on it to produce more success. When there is an opportunity, I expect they will find an affiliate to rise to the occasion. Overall, I expect an affiliate manager to be a trusted partner who confidentially interfaces between all publishers and the advertiser in a way that produces long-term, win-win relationships.
<em><strong>CT Moore</strong> is part of the affiliate marketing team at <a href="http://www.shareresults.com" target="_blank">ShareResults.com</a>. A relationship-based affiliate marketing agency, Share Results works closely with affiliates to help them optimize their marketing campaigns. The software that powers their network is also available for white labeling.</em>
This back to school season, <a href="http://blog.shareresults.com/back-to-school-coupons/"><strong>coupons have done very well</strong></a>. After all, families are trying to spend less, but they still need just as many supplies as they did last year.
Well, I recently got a chance to ask <strong>Mike Allen</strong> of <a href="http://www.shopping-bargains.com/"><strong>Shoppin-Bargains.com</strong></a> a few questions about his experience in the industry. Mike discussed the verticals he focuses on, what he expects of a program and affiliate manager and what makes either one of those stand out to him.
<img src="http://img256.imageshack.us/img256/822/shoppingbargains.gif" align="right" /><strong>CT Moore: How long have you been in affiliate marketing?
Mike Allen: </strong>I've been involved in affiliate marketing for a little over ten years.
<strong>CT: What kind of promotion methods you currently use OR what kind of affiliate would you classify yourself as? Email, blogging, PPC, coupon/deal sites, loyalty sites?
MA: </strong>I primarily classify my affiliate efforts in the coupon/deals arena.
<strong>CT: What are the top challenges you encounter dealing with merchants?
MA:</strong> In no particular order, there are many challenges with the affiliate marketing relationship. It must be built on trust or the system crashes.
Thus, it can be challenging to work with merchants who don't make it easy to know what promotional methods are allowed or who don't police unscrupulous affiliates. It is clearly frustrating to be undercut by the non-enforcement of the stated terms I am trying to follow. Other problems are non-payment or non-timely payment, lack of communication, lack of standard-sized creative and in some extreme cases, no default text link.
<strong>CT: What really makes an affiliate program stand out to you? Tools, reports, software, support, etc?
MA: </strong>Obviously, good tracking and timely payment are key elements that must exist if there is going to be any kind of affiliate program. Other than those basics, however, the affiliate manager is one of the most critical factors in the equation that can make or break an otherwise viable program. The affiliate manager's data and insight is critical for learning essentials like what products are actually being purchased and the advertiser's conversion rate. Other helpful things include instituting landing page improvements, advising on what items to promote seasonally and providing advance notice of upcoming coupons, sales, promotions and advertiser initiatives so we're able to "pre-sell" our customers and enhance their conversions.
<strong>CT: What do you expect from your affiliate manager?
MA: </strong>In a word, communication. When there is a problem I expect they will be my advocate in finding a solution. When there is success, I expect they will help us capitalize on it to produce more success. When there is an opportunity, I expect they will find an affiliate to rise to the occasion. Overall, I expect an affiliate manager to be a trusted partner who confidentially interfaces between all publishers and the advertiser in a way that produces long-term, win-win relationships.
…………………………………………………………………………………………………………………
<em><strong>CT Moore</strong> is part of the affiliate marketing team at <a href="http://www.shareresults.com" target="_blank">ShareResults.com</a>. A relationship-based affiliate marketing agency, Share Results works closely with affiliates to help them optimize their marketing campaigns. The software that powers their network is also available for white labeling.</em>
