The following is what Karen Stairs of USADATA had to say in response the the question, What is wrong with affiliate marketing and how can it be improved?
Introducing an affiliate program within a company with no existing marketing infrastructure is not easily accomplished.
USADATA is a successful company and has been for years, however there is no official marketing department.
So in starting the Affiliate Value Program, it was building from the ground up.
How many other companies are lax on the marketing but yet want a successful affiliate program? What many don’t realize is that building a community of affiliates is tough, but constructing a program with no existing support is takes a bit more time and resources.
A wise mentor once told me there were three things needed for successful business:
- Money — which is always available from somewhere
- People — can be found and trained
- Marketing — is the key element to a successful business, the most necessary component, and without marketing is doomed
It’s not that a non-marketing savvy company shouldn’t be involved in affiliate marketing, it’s just that without some type of structure, a successful program will take time to implement properly.
Companies need to realize this and not expect immediate satisfaction.
Doesn’t it generally take around three months for a program to get wings? Is this taking into account development time? And what sort of development schedule is necessary when starting from “scratch”?
Do companies realize that development and implementation are two very seperate things with two sets of tasks, issues and timeframes? My issue is with the expectations of a company that isn’t seasoned in the general marketing area.
Affiliate marketing is not just slapping up a registration form and paying for performance. It needs to be cared for, tended to and doted upon.
Many companies seem to think that with little work and resources they will have a profitable affiliate program.
Say what? Peace Out!
How would you answer the question, What is wrong with affiliate marketing and how can it be improved? There are no right or wrong answers – just opinions that can help improve the industry.
The author of any response that is published at affiliatetip.com or affiliatesummit.com will receive a limited edition “It’s an affiliate thing, you wouldn’t understand.” t-shirt.
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