InternetRetailer.com this month has a feature story about the growing importance and increasing compexity of affiliate marketing in the Internet Marketing mix. Other than the fact that they call affiliate marketing the “stepchild of online marketing” it’s a good article which includes comments from Shawn Collins, Boris Wertz – COO of Abebooks and Steven Denton – president of LinkShare.


InternetRetailer.com – Affiliate Marketing Low-profile affiliate marketing grows in importance—and in complexity. “But retailers should keep in mind the hidden pitfalls of setting up affiliate marketing programs, Denton says. They include dedicating too few resources to the program; focusing on the sheer number rather than the quality of affiliates; and viewing affiliate marketing as low-cost advertising. “If you’re looking at it as cheap advertising, that’s what you’re going to get,” he says.”

Totally agree with that statement. Far too many merchants treat the affiliate channel like a cheap advertising channel. They set it up and think it will just run itself passively without any resourses. They have no idea what they are getting into and then wonder why it’s not successful. Running a strong affiliate program is not at all like starting a traditional ad campaign where you can just set it and forget it. It’s much more like having an outside sales force.