Working on the advertiser’s side of the fence for two years has created a sense of bias in regards to maintaining brand reputation and avoiding any chance of shattering a strong brand name. I have always looked out for the advertiser, never understanding how much brand development goes on the affiliate’s side of the business, until now.

It is essential for a successful business to have a good reputation, build consumer trust and create a sense of loyalty. It is understood that the advertiser should build loyalty with their consumers, but the affiliate must do the same in order to maintain their user base. When an advertiser uses the affiliate list name, there may be a higher opening rate due to customers trusting the source of where the traffic is sent from; the list they have grown to know and trust. This is when balance is needed. Most advertisers have a need for affiliates so their products or services reach millions of potential consumers. In the same way, affiliates need advertisers so they have great offers to provide to their users.

Bottom line, it is essential to have both a strong brand name and a trusted affiliate list. Both take a lot of work to develop and are essential in potential leads or sales - which is the goal for all of us in this industry.

This entry was posted on Wednesday, June 11th, 2008 at 4:52 pm and is filed under Laurie's Blogs. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.