Creativity in affiliate marketing - by Robert Glasgow

[sheema]

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Can affiliate marketing be considered creative? Robert Glasgow, managing director at Webgains Europe, looks at how the practice has evolved ahead of tonight’s affiliate marketing industry awards- which includes a ‘Best Use of Creative’ category for the first time.

Full article at netimperative

Any additional thoughts on this issue?

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Sheema Gulab
International Marketing Director
Email/MSN: sheema (at) webgains.com

[mattb811]

Very interesting article Robert, and I'm glad that discussions are taking place around this issue. In these days of reduced overrides and shrinking margins, it is imperative that debate is going on to make people aware of the innovation that is occurring within the industry.

The interesting question for me is who is responsible for driving this innovation? In the affiliate chain everyone benefits from increased sales so it would seem that all parties, network, merchant, affiliate and (dare I say it) agency have a inherent interest in developing any tools which will increase traffic and sales.

However it does not seem that there are many parties actively working together to try and achieve this. The exceptions are obvious and it is no surprise to see the finalists (along with Affiliate Window who I was very surprised not to see nominated for Shopwindow) are highly regarded within the industry.

As the industry matures and merchants become more and more aware of the power of affiliate marketing, increased innovation will be demanded. In my view this will require collaboration between all parties and battles will be fought in the future on value and capability rather than on price as it seems to be at the moment.

Congratulations to tonights finalists, and I hope that this time next year there will be a much wider field to select from.

Matt