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]

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]

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]

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]

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

[hpops]

Obviously I have a declared interest here but I get the feeling that its the wider less specialised agencies who are adding unecesary layers here, however they have a responsibility to their clients to plan marketing across all material channels of which we are now most definately one of. Might just be teething pains as they get to grips with our little nuances. (But then they thought that about paid search and they still screw that up daily)

[mdrussell]

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.

Hi Michael

I think this comment is very misguided and gives merchants and affiliates the wrong idea about affiliate marketing management agencies.

As I am sure you are aware we amongst many other good agencies on this forum work very hard to look after our clients, affiliates and networks and in the main take opinion from all as both valid and important.

We all spend many hours speaking to affiliates, networks and clients to make sure that merchants take the best offering good offering to the market and to try and progress the industry. I think that management agencies have a very important role in affiliate marketing as many networks and affiliates will tell you.

There are now many good agencies as Paul has mentioned that have experience of being an affiliate and know what affiliates would like from the industry, us included.

So comments like the one above are very misguided and potentially damaging to reputable agencies. I would welcome the opportunity to speak to you about this so please feel free to call me on 0870 8031366, and we can explain how we are trying to get the best for all parties.

[jess1]

Affiliate marketing agencies, most are ok some are better then others, horses for courses and depends on which yard stick you are using to measure with.
Mark of awin makes a good point. "Agencies to some degree, operate under merchant guidelines so assumptions regarding their actions can often be counter to the advice they have given.” Hallelujah

If APA walk away from a merchant it’s a very clear signal to affiliates that the past client just does not get aff marketing and merchant expectations are extreme and no matter what advice you give them, you can lead a horse to water but you cant make them drink, even though their overall site and analytics are screaming out to them “you don’t know what your doing, do you?” So Mark… nice comment and keeping things real.

Let’s stick with numbers at the end of the day, its about results. Agencies that cant produce an return on investment for their clients (based on a converting site and all variables being equal) well that agency wont be around for too long.

I think Awin and POR ( more so) and Affut know what we do and how we do things and the stuff we do on behalf of the affiliates behind the scenes is seldom reported in public, its stuff affiliates don’t need to know. We have some really clued up clients and we have some that are indeed on a learning curve. But I will defend those agencies who have posted as from where I sit, most are doing a blinding job and funnily enough none of us compete, we are all confident in our own abilities and results, and most who have posted are top geezers and gezesses of whom I have a very deep respect for and I know how hard they work for their clients. In the same way I know how hard most aff networks work and affiliates work.
Mistakes... yeah we all make them but thats how we learn not to let them happen again.
This is not a perfect industry with perfect people in a perfect world. We all do what we think is in the best interests for all parties concerned. Now as a fyi... APA work on a low cost montly flat fee and everything else is a performance based a % of net based on margins, the results speak forthemselves, if we were crap, Id be broke!

[Michael_Anthony]

I should perhaps temper my previous comments with a caveat - it was a generalisation based on MOST of the agencies I've worked with in person.

Nicola, you are one of the exceptions to the rule, and there are a few others too.

I've always been of the view that the shorter the supply chain between the affiliate and the merchant, the better. Better understanding of each other's business, quicker and more acurate communication, and less middle men slowing things down and adding margins.

Because this place is mainly full of the people in the middle of these supply chains, with very few of the "ends" present, it represents un unbalanced and biased viewpoint.

You only have to look at the agency person asking me to call him so that he can explain why an agency's a good thing to realise my point here

[taramoar]

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.

Would love to!

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Hope it's ok I've done this - seems to be taking this post in a slightly different direction - but hope it's useful info!
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