Is Network Consolidation a good idea?

[madferritacidburn]

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I have recently started a new position at a company with affiliate marketing being one of my major responsibilities. We are running affiliate camapiagns across a number of different networks and there is a desire within the business to select a singular network and consolidate our offerings there.

Has anyone got any similar experiences and what network did you choose and why? Has anyone got any thoughts and considerations not only for network choice but for the things that need to be considered when making such a move of consilidating our program i.e. the fact that we would lose affiliate business in the short term from the networks that we would not be working on anymore and ways in which such chnages could be managed to be effect?

Any ideas/thoughts that you may have would be welcomed

Matt

[Greavsie]

Okay, I am a little biased bearing in mind I work for LinkShare. But here goes…

“desire within the business to select a singular network and consolidate our offerings there.”

- Good or Bad? It all depends on the size and diversity of your business; plus the immediate needs you have to be honest. I think it makes sense to have 1 or 2 suppliers/partners rather 4/5; especially if affiliate marketing is just one of many marketing channels you pursue i.e. if you have 1/2 PR agencies, 1/2 SEM, 1/2 branding etc. Then you need to streamline in order to keep a level of control.

- However, if you are only using affiliate marketing and maybe 1 other channel; then I would suggest giving every network a try. Work with them and make your own assessment based on your requirements; is the technology, reporting and affiliate base good. What’s the account management like etc. If you cannot try everyone, then ask your peers for advice, see who your competitors work with etc.

any thoughts and considerations not only for network choice .. things that need to be considered when making …consolidating our program i.e.

- You should not lose business or affiliates if you have developed a good program. If you are concerned then the first thing I would do is “know who your affiliates are” especially the top 10/20 revenue earners.
- If the program is good, affiliates will follow you where ever you go.
- Ask networks for a migration plan, during the pitch process.
- Get all the networks in to pitch for your business, you will soon see how much they care about your business.
- Don’t just follow the money, think about what you need and want from the program. Sales is an obvious driver, but do you want account management, advice, creativity, long/short term, technology, experience etc.
- Be realistic with your targeting and budgeting, in turn also don’t fall for “we’ll triple it” pitches.

I’m not sure what the product or service you/your client is selling; so I cannot really help more. But be wary of putting all your eggs in one basket; unless you believe in the people and the network.

Greavsie

[ian]

Instead of asking the networks for a pitch, tech background, volume predictions etc etc, you could just ask your top 20 earners which network they would prefer to use. After all, they are the reason your program is doing as well as it is.

[madferritacidburn]

Thank you to both of you for your time - much appreciated and interesting.

The migration strategy is certainly something I will bring up in teh pitching process and I am having alook at our top revenue providers in each current network trying to see whether they are working across a number of networks too.

Regards

Matt