What things should we (Agencies) be doing in 2008?

[oxleyBM]

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Hi,

Some of you already know me, but for those who don't I work for Brilliant Media, an agency (our Affiliate arm is called Brilliant Affiliates) in Leeds who entered the Affiliate space in 2007. We currently have about a dozen affiliate programs under our management including some big names like Maplin and Safestyle.

Having monitored this forum and affiliate blogs with a keen interest, I'm very keen to draft together some key challenges for 2008 which will transform us into the kind of proactive agency affiliates have been crying out for.

Lee did a great post on his blog about this, and I've seen some great suggestions from other affiliates too.

I'm looking to put together a 'top 10' , but rather than just deciding myself what matters to affiliates, I'd like to invite you all to contribute some ideas that we (and Indeed all agencies, merchants & Networks) ought to be doing (or trying to doing) over the next year.

All suggestions welcome - from finding a solution to 'last click wins', to taking an interest in the IAB.

Thanks
Matthew

[getvisible]

No-one's responded?

With a day like this I'm sure some would have invested some time to jot down how they'd like to see the industry and agencies improved ....

Here's a refined list of my suggestions with some supplemental comments:

1) Merchants to set correct commission levels. Some have got upset with this. They're being fixed so I'm happy. I hand pick products in general so hasn't really affected me. Whilst I do use Shop Window I am keen to know if 0% products are removed, if not, can we do it in the code?

2) I'd like better tracking of telephone orders. Or the automatic removal of telephone numbers when an affiliate link is used.

3) I'd like merchants to have stock when they've put "in stock" on their site when they actually mean "we hope to have stock!"

4) When there is no stock, could merchant add a "notify me when it's in stock" and then make sure that those emails don't over-write my cookies.

5)I'd like large merchants to actually check that tracking is working and not just fob me off. -- I can't remeber which merchant this was now.

6) I'd like independent merchants to think about building long-term relationships rather than try and make the most in a short period of time by removing probably valid sales. -- I got paid from that merchant.

7) I'd like merchants and agencies to contribute more - just like Paul Wright did by letting my users know how long Hamleys expected to have the Pleo in stock. -- this is about feeling valued. I know agencies can't do this for all affiliates, but at least try.

8) I'd like merchants to offer decent commissions - even if this means you've got to categorise them as Dixons do. I've had 0% commissions from Dixons, 2.5% from Tesco (£5.31 - why did they come out as £4-odd?), Hamleys at 5% - £12.50, Iwoot & Findmeagift 10% (£24.99). So who do you think I promoted most vigorously?

9) I'd like some commissions to be displayed in a standard format. I mean, if commissions are including or excluding VAT, delivery etc.

10) I'd like more networks, merchants, agencies to blog and provide separate RSS feeds for each type of campaign, offering, news type.

11) I'd like merchants to stick to their contracts and give a decent amount of notice.

12) I'd like more explanation about we're we've been asked to do something. Like OMG telling me I have to (on Thursday 20th December @ 21:35):

Hi Lee,

Hope you are well?

Please can you add the following links to your websites?

“Terms and Conditions”

“Privacy Policy”

“About Us”

The changes need to be carried out by the time we get back from Xmas/ New Year break

Many Thanks

Katie

I had to ask why and was told the next day (most last people's last working day of the year) that it was a requirement from Yahoo! and Kelkoo.

So I'm expected to add these pages to my 60+ sites over Christmas in time for OMG to get back from their Christmas break!! I'm sorry but Yahoo! & Kelkoo can go stuff themselves! I know its not OMG's fault - but chuffing heck! I'm sure us affiliates are seen as people with nothing else to do over Christmas and will jump to the tune of merchants and networks and update our sites with chuff-all notice whilst they return the favour without giving US any notice about commission drops or ceasations!

13) I'd like more networks to ask for feedback and opinion more often.

14) I'd like merchants to update their creatives more often. I've seen no creatives for the Pleo which is one of the biggest selling products of Christmas.

I'm sure you guys can come with some more suggestions!

[foxtucker]

Great post from 'getvisible'

I'd like to see the networks identify their top performing affiliates across a variety of markets and listen to their suggestions/feedback. There's a reason they're performing well.

I think that these 'ambassadors'* would provide invaluable feedback, even profitable feedback.

These 'ambassadors' should be paid for their expertise. Not a huge amount, but certainly enough to make it worth their while to help the network and the merchant create a win:win relationship.

I've not written as comprehensive a list as 'getvisible', but I'm confident that much of his list would be addressed if networks listened to the affiliates that make it work.

*A really wanky title, but the best I could be bothered to think of at short notice.

[Mogga]

You might need to explain quickly where agencies fit in to the affiliate - network - merchant thing. Explain how it's different from an affiliate manager, or whether indeed it is the same thing.

[Qui Gon Jinn]

When an affiliate tells you they will only invest in generics if you give them sole bidding rights (closed branding bidding group) .. they not doing you or the industry any favours ... we won t knowingly touch that program with a barge pole or even the proverbial poop stick.

[renegade]

We currently have about a dozen affiliate programs under our management including some big names like Maplin and Safestyle.

Your posting and active participation here on a4u is a good start.
I had no idea your agency existed or that you managed Maplin. I've also no idea who/what Safestyle is or the other programs you manage so plenty of room for improved communication there.

I'm haven't been a fan of agencies down the years because I haven't really seen any added value to the merchant, the network or affiliates but my experiences during the last couple of years have changed my opinion somewhat.

There are some agencies which do a great job helping merchants and working with affiliates to get their programs moving along so it's up to you to make a difference.

[oxleyBM]

Hi Mogga - that is Indeed a good question.

I guess I ought to have made this threads Agencies & Networks, since most will be relevant to both.

However, to help clear up how we fit into the picture, let me tell you a little about we (and indeed many other agencies) work.

We are a full service Agency at Brilliant which means we manage a whole host of Online & Offline media for our clients. This means that we're potentially coordinating our clients advertising on TV,Radio,Press,Outdoor,PPC & Affiliate channels, for instance. Clearly knowing and controlling what our clients are doing on other channels gives us more opportunity to develop synergy (i.e give our affiliates advance notice of major TV campaigns)- one of the things I'm striving to achieve.

As to how we fit in with Networks - sometimes we sit between the merchant and the Network, and sometimes we use our own platforms/tracking. An example of this is with Safestyle ( see our site brilliantaffiliates.co.uk if you wish to see an example). It really just depends on what we think is best for our client & affiliates.

Thanks for the replies so far, and I'll continue to monitor & reply to this,
Matthew

[Qui Gon Jinn]

Perhaps some other agencies could come forward who have embraced affiliate marketing in the correct fashion.