The role of an Agency within Affiliate Marketing

[Michael_Anthony]

What's the role of any agency in affiliate marketing?

In my experience, to skim margins, miscommunicate between the parties, delay execution, and claim to be experts at several things at once whilst actually knowing less than both the affiliates and the merchants do about the sector concerned.

Oh yeah, and to go to lots of industry dos and lunches too.

[foxtucker]

Originally Posted by aaclapham Agencies can be quite frustrating.... My time is limited so would prefer to spend 90% of it updating content and getting new traffic, however whereas before I could find one contact for a vertical at a network and form a good relationship which was advantageous to the merchant. Now everytime a new merchant appears it comes along with a different agency. I have explain how I will drive traffic etc etc........ Which is frustrating as the network rep already knows this So now I end up spending more time moaning to the network rep that the agency hasn't replied to my emails....................

Are you one of the top performing 20% of affiliates that generate 80% of the business, or one of the 80% generating just 20% of the business?

I operate across a number of vertical markets. In one or two markets I'm one of the 20% generating 80% of the business for merchants, but in most cases I'm just one of the 80%.

In the cases where I'm one of the top performers, I get regular contact via telephone and email. I'm given the heads up when things are about to change and ocassionally I'm even asked for my opinion on partcular aspects of a merchant campaign.

Where I'm one of the 80% that just plod along making a few pounds here or there, I get the stock emails along with everyone else. This is completely understandable and acceptable. If I'm not a top performer for a merchant, vertical market or network, then I don't expect, and certainly can't command any preferential treatment.

I'm guessing, even hoping, that it's a process of 'natural selection'. As soon as a network identifies an affiliate that's consistent in making money in a particular market or with a specific merchant, they flag him or her up and go out of their way to develop a close relationship.

I've got tons more to write on the subject, but wifey is nagging me to pack my bags. We're off for a week in the sun tomorrow.

[foxtucker]

Originally Posted by Michael_Anthony What's the role of any agency in affiliate marketing? In my experience, to skim margins, miscommunicate between the parties, delay execution, and claim to be experts at several things at once whilst actually knowing less than both the affiliates and the merchants do about the sector concerned. Oh yeah, and to go to lots of industry dos and lunches too.

Hee Hee - Made me chuckle

[aaclapham]

Originally Posted by foxtucker Are you one of the top performing 20% of affiliates that generate 80% of the business, or one of the 80% generating just 20% of the business? I operate across a number of vertical markets. In one or two markets I'm one of the 20% generating 80% of the business for merchants, but in most cases I'm just one of the 80%. In the cases where I'm one of the top performers, I get regular contact via telephone and email. I'm given the heads up when things are about to change and ocassionally I'm even asked for my opinion on partcular aspects of a merchant campaign. Where I'm one of the 80% that just plod along making a few pounds here or there, I get the stock emails along with everyone else. This is completely understandable and acceptable. If I'm not a top performer for a merchant, vertical market or network, then I don't expect, and certainly can't command any preferential treatment. I'm guessing, even hoping, that it's a process of 'natural selection'. As soon as a network identifies an affiliate that's consistent in making money in a particular market or with a specific merchant, they flag him or her up and go out of their way to develop a close relationship. I've got tons more to write on the subject, but wifey is nagging me to pack my bags. We're off for a week in the sun tomorrow.

The network did identify me as an affilate with potential and are always in regular contact, and I got a nice xmas present off them for all the sales I did.

The merchant then gets an agency to take over and they can't even be bothered to reply to my emails !?!

[Qui Gon Jinn]

i think there a few agencies who have come a long way recently to genuinely keep a fair & reflective balance in their handling of things. Where some agencies have come more attuned with affiliate marketing, and then there are several networks whom have gone poles apart in the opposite direct. So general in some aspects I seen some agencies make some really good progess & are quite proactive. What I do like are the number of smaller agencies around offering management services and are run by reputable affiliates we have come in know well or familiar with in the channel. In other words where some agencies have come signicantly forward, a few networks have gone equally backwards.

[aaclapham]

I guess I am being over critical as I can name some smaller agencies that are excellent, its just so annoying as I want to do well, the merchant wants me to do well, however the agency is not supplying me with the tools to progress.

[Nicola Marsh]

In my experience, to skim margins, miscommunicate between the parties, delay execution, and claim to be experts at several things at once whilst actually knowing less than both the affiliates and the merchants do about the sector concerned.

Oh yeah, and to go to lots of industry dos and lunches too.


it is not often i choose to reply to post on the forum but every now and then something really gets my goat. We as an agency work exceptionally hard both for our clients and our affiliates. We work closely with our affiliates to develop revenue streams and quite often are the ones ensuring that the merchant looks after their affiliates both in terms of commissions, and giving them the necesseties to maximise sales volume.

i know that you have had opportunities to work with clients that would not have existed if the agency had not pushed on your behalf!

as for industry dos and lunches - we couldn't even make it to the Summit this year due to client demands.....would love to have time to party, party, party but the reality is often working late nights and weekends.

[Paul Wright]

Originally Posted by Michael_Anthony What's the role of any agency in affiliate marketing? In my experience, to skim margins, miscommunicate between the parties, delay execution, and claim to be experts at several things at once whilst actually knowing less than both the affiliates and the merchants do about the sector concerned. Oh yeah, and to go to lots of industry dos and lunches too.

Absolute rubbish!

[Qui Gon Jinn]

Perhaps we could invite some of the agencies to come forward with a summary of the programs they manage and which networks they are on, which would be handy & hopefully rewarding for those that have made genuine leaps & bounds & are considered as part of the community.

[8601cam]

OK, I've got to stand up for some of the agencies already posting in this thread. From a network perspective they offer a lot of value to both affiliates and the merchants they represent (yes, Paul, Nicola, Tara and James I'm talking about you guys). There are others but you do offer a great service and I want to back up the hard work you put in.

We get to work with a whole host of agencies and just like networks some are better than others, (a lot better). But it does depend on many factors aside from the agency, which account manager, which client, which sector, which network?

Agencies to some degree, operate under merchant guidelines so assumptions regarding their actions can often be counter to the advice they have given. I'm sure we all appreciate that many merchants are on a learning curve and it takes all parties to work towards that goal regardless of the hiccups along the way.

The progressive agencies do not shy away from correcting merchants, guiding them on their decisions and implementing changes that can yield benefits for the merchant over time. I still maintain that references from differing sources (affiliate, merchant, network) is the best way to get an external viewpoint on an agencies performance in this channel and beyond. Anthony, whilst your comment is only wrong because it blankets all agencies, I think it also reflects some quite appropriately.

I don't have time for pretenders; we get to see who can walk the talk every day. Just look at those agencies who have responded to know how much they are engaged with this industry.

QGJ, now that would be interesting

Kind Regards

Mark