Disqus - Friends of lisariolo

Re: CostPerNews Special: Are CJ and Linkshare Worth Their Salt?

brianlittleton — Tue, 21 Nov 2006 12:05:32 -0000

I'm actually suprised at this discussion, and also a little late to the table! However, I will add a very brief point from my perspective. It is my opinion that the line is very clear between the value of an Affiliate Network - and that of a CPA Network. Namely, the affiliates (publishers) are different. Where I think Jeff M. is correct is in his suggestion that CPA Networks can be successfull (sometimes very successful) and have a higher profit margin per action at times. However, I'm not sure that being "successfull", or having a larger margin in certain cases makes them a threat to what is called a "Traditional Affiliate Network".

From what I see, advertisers who have offers that are suitable for a CPA type deal - and who also have multiple SKU rev-share % deals are using a combination of both mediums to attain their goals. It isn't my place here to provide the specific examples that I am thinking of, but they are out there to find. In reality I think they are being used as seperate channels, where appropriate. (Not all merchants can use "CPA", and not all can use "Affiliate")

Jeff, one thing that did sound interesting to me was the willingness to "give up" transparency in exchange for "more sales with less effort". This sounds counter to me to advice that I've heard from you and conversations I've had with AMs on the issue. The majority of AMs that I work with want more vision into the whole process... not less. So, my question is... Is this a "limited" viewpoint that is being voiced by Ms. X - is it really one that is gaining mainstream and grand scope amongst advertisers (that of desiring less work/more sales/less transparency) ... I don't doubt that Ms. X is sincere, and I can certainly understand the viewpoint - but I'm not sure that it is gaining as much traction as is being suggested here.

Sorry I'm late to the party, feel free to ignore me. :)

Re: Weekly Insight 11/17/2006

brianlittleton — Tue, 21 Nov 2006 13:04:00 -0000

Jeff,

What about the theory that says, "In Affiliate Marketing - the technology matters less to an advertiser than the relationships that are brought to the table."

In other words... can a "Big 3" be displaced simply on the basis of new and innovative technology? Is there a larger "problem" that needs to be solved by a technological advance?

Short of "Finding the new Cookie" - I don't think so. Technology is cool, and it helps... but unless you are simultaneously researching what all of those companies are doing to build relationships and "Human Value" to their platforms, I don't think you are seeing the whole picture on this.

And Sam - why didn't you tell me about your site?! I like - but now I have to play reader catchup. :)

Re: Weekly Insight 11/17/2006

brianlittleton — Tue, 21 Nov 2006 16:34:19 -0000

Quoting from Jeff:

1) Flexible payment options for (different kinds of) affiliates (who bring different kinds of visitors)

2) Affiliate networks don’t bring unique (unattainable in other ways) affiliates - advertisers must work to go get them and/or do things to attract them

----End Quote

I'll both agree, but offer a disagreement to both. I agree that both of the above are important - and flexibility I have always thought was the greatest assest a technology company can have.

However, on point 1 - those options are there on a lot of the platforms, and growing in their complexity and flexibility. What I see more often than not, is that advertisers are not in the position to take advantage of many of the tech tools that are available from networks. For example, let us take PPC-keyword (non-brand) traffic vs. Coupon traffic.

Assume that an advertiser wants to pay differently for those two types of traffic. The network can do that in most cases - but can the merchant/advertiser? In order to do so, they would need to be able to supress coupon codes on incoming PPC traffic... otherwise, the PPC affiliate isn't going to play the game. Is the advertiser flexible enough within their own organization to do that... and, are they powerful enough in their brand to be able to stay on the high-powered coupon sites while offering a lower commission. These aren't just easy-to-solve tech problems for a merchant, but often philosophical discussions that need to go through levels of management, etc...

What I am saying is... is it really the "technology" at the network level that is holding the merchant back here?

2) I actually just flat out disagree with this. Even if advertisers do have to go out and recruit their own partners (this is a bad thing?) - the relationship is often made much easier by the things an Affiliate Network has in place, and how they do business. Top coupon affiliates often only work with established networks because they have gotten used to how the datafeed and data-driven tools work on a certain network... Top PPC affiliates may only work with certain established networks that they can trust to pay on time to keep the cash flow up, etc...

I know a lot of this based upon our own struggle to gain marketshare over the last 6 years - and how hard we have had to work for the trust level that we have established in order to play with a lot of the top affiliates. It isn't easy, and it is something as a network we can bring to the table in a relationship building process. The people we have worked with over the last 6 years will more quickly work with a merchant because they trust the network platform, and they know how it works... This will be true for all of the networks that you mention because each one of them has been going out for the entire lifecycle of their company and building relationships - not just technology.

Then, take into account the personal relationships that affiliates (top) have with networks... think of it this way, if a top affiliate is important to a merchant - they are going to be 100 times more important to a network. All networks have gone out and gone out of their way to pay close attention to that affiliate - whoever they may be. Does this not help the advertiser that is participating on that network?

I will agree with you that change, innovation, and flexibility are extremely important - and should be things that all service providers in this industry are constantly working towards.... However, I do not believe that traditional "Affiliate Networks" are holding anybody back in this space. I've seen too many success stories and witnessed too many innovative steps that merchants have taken WITHIN the scope of an "Affiliate Network" to believe otherwise.

Regarding JellyFish.com - are you saying that they don't work with the "Big 3" networks, ... ? From looking through their site this doesn't appear to be the case ??

Re: Weekly Insight 11/17/2006

brianlittleton — Tue, 21 Nov 2006 16:49:12 -0000

Actually - I have to follow up on my own response. :) haha

Regarding JellyFish - I can see whey and how they would need different tools from networks... (Hey look, I just signed up, "Geek Marketing" works !)

"Affiliate Networks" get a lot of their leverage by providing a "basic" set of tools, to the masses... However, without speaking for every "network", I think it is safe to say that in specific situations the network has had to provide something a "little different" for a specific advertiser, or a specific affiliate. I know that we have - and I think this is where we will agree that a network needs to be flexible.

Are your advertisers being told that they "cannot do certain things", or are they not asking?

Re: Cost Per News Special: Affiliate Networks vs CPA Networks

brianlittleton — Tue, 21 Nov 2006 18:32:32 -0000

I've been told by 3 seperate "CPA network"s that they can't do RevShare % deals. I was not told in any of the three conversations whether this was a "technical" problem, or a "by management decision"... so I think at least a little of that sentiment is coming directly from the CPA networks and not necessarily bad assumptions.

The word "can't" was specifically used 3 different times. I remember, as it struck me as an odd word to use each time.

Re: Google Checkout Affecting CJ Program Commissions

brianlittleton — Mon, 04 Dec 2006 15:59:47 -0000

Carsten,

(I posted this earlier but seems it didn’t make it…)

I think you are making assumptions that you probably shouldn’t in this case.

As with ALL merchant checkout choices, the merchant needs to make sure that measures are in place to track transactions. This is no different from phone orders, PayPal, check payments, etc… We always work with all our clients on each one of these just as we do with Google Checkout to make sure that tracking continues to work.

As with any issue, if a merchant doesn’t consider the affect on a shopping cart change, etc… there isn’t much we can do until we notice. On account of the fact that Google Checkout is gaining such popularity with Merchants - we are reviewing the entire merchant base and notifying those using G of the potential problem, and how to fix it. Many of our current base have already spoken to us when considering implementation of G which we have worked with them on as well.

Re: Mark Shuttleworth’s HBD Venture Capital invests in incuBeta

brianlittleton — Fri, 02 Feb 2007 01:14:36 -0000

Vinny,

Congrats on the deal and the announcement. :)

Re: ShareASale Goes Video

brianlittleton — Fri, 21 Mar 2008 00:19:02 -0000

Thanks Sam...we'll see what we can come up with. Video has actually been available through ShareASale and many other networks as well for many years... just in my opinion not "friendly" enough for a lot of merchants and affiliates alike.

Our hope with the feedback will be to get some idea how far people would like the network to carry the technology...i.e., to what point can we go where the merchant and affiliate will feel more comfortable using it.

Re: I Can Has Great Marketing

brianlittleton — Tue, 25 Mar 2008 08:56:06 -0000

i has luvs

Re: It’s True, Web Marketers ARE Polluters

brianlittleton — Thu, 10 Apr 2008 00:26:01 -0000

fine post sir! i like number 1.... make content.

Re: Ethics and the OPM

brianlittleton — Fri, 20 Jun 2008 14:35:01 -0000

Well said - the idea of agencies viewing this data is very tricky. It is hard to draw the line between when a relationship is part of the OPM/affiliate and when it is Merchant/affiliate.

There are some clear cut things that shouldn't be done though - and unfortunately they are still being done to a large degree.

Re: ShareASale Blog Updates

brianlittleton — Tue, 01 Jul 2008 12:24:34 -0000

Thanks Sam... I must say that I am not a huge fan of Disqus. I could be swayed with some convincing arguments.... but for the most part I am trying to keep the plugin count low.

I'm actually planning a blog post later this week regarding plugins, APIs, consumer demand, and how they all mash together to create downtime. Maybe you and I could do a point/counterpoint kinda thing?

Re: ShareASale Blog Updates

brianlittleton — Tue, 01 Jul 2008 14:14:30 -0000

i'll release it on july 4th for maximum readership. haha ... ok, will IM you later.

Re: New CostPerNews Logo

brianlittleton — Thu, 07 Aug 2008 11:44:38 -0000

great new logo... i am only sad that it would seem to be the end for this theme that i like so much. :(

Re: Affiliate Thing Live from ad:tech NYC

brianlittleton — Thu, 06 Nov 2008 15:56:23 -0000

Shawn,

Thanks for having me on - enjoyed it!

Re: Ask Wade- Social Security Number on Affiliate Applications

brianlittleton — Tue, 02 Dec 2008 15:58:49 -0000

Definitely good points - I usually recommend forming a corp and getting a federal tax ID as it provides the corporate protection as well.

We would rather skip this step entirely (the collection) but are required by law to send tax reports ... hopefully someday we won't have to do this - but for the foreseeable future SSNs will be required.

Re: Got Moxy? Win 4 Platinum Passes or a Booth at ASE09 East in NYC

brianlittleton — Thu, 04 Dec 2008 17:19:10 -0000

ooooh. Golf. Fun. Hey @jangro - good news, it doesn't track accuracy. ;)

Re: Got Moxy? Win 4 Platinum Passes or a Booth at ASE09 East in NYC

brianlittleton — Thu, 04 Dec 2008 17:30:32 -0000

If there was one thing that wouldn't suprise me, it would be that Jangro rides himself a mean tricycle. I was more a "Green Machine" guy myself.

Re: Affiliates - Focus on delivering new customers in 2009

brianlittleton — Wed, 07 Jan 2009 19:09:43 -0000

Thanks Wade... I think it is a huge opportunity for affiliates in 2009.. Huge.

See you in Las Vegas, maybe we can chat this topic up with some affiliates and get some momentum going. :)

Re: Take a cut in pay, stop selling so much or we will drop you!

brianlittleton — Fri, 20 Feb 2009 15:49:37 -0000

My mind is spinning on that one. Sorry that you're going through it. :(

Re: The Sustainability Of Social Media

brianlittleton — Mon, 04 May 2009 15:31:54 -0000

Jason - my first read on your blog, really enjoyed the post. The emotional connection is not something I had thought a lot about but definitely agree it is there.

I think that my favourite aspect of the emotional piece is that in order to be successful in a medium where you deal with all those folks (customers, employees, friends, family, occasional angry customers, etc...), the content of the message has to be honest and real.

Re: Is Seth Godin Holding Brands Hostage?

brianlittleton — Mon, 28 Sep 2009 14:58:37 -0000

I think this will pass without much of an impact... reason being that I think consumers overall won't go for a company managed, company filtered version of online reputation.

To me, it will mean more if companies interact directly and not expect consumers to come to them (their owned page) for their own reputation.

Re: Happy Festivus and Happy New Year 2009

brianlittleton — Wed, 23 Dec 2009 11:24:45 -0000

Ha - happy festivus and have a great holiday... see you ASW10

Re: Now That’s a Guru Check!

brianlittleton — Thu, 31 Dec 2009 13:10:46 -0000

Good stuff! Glad to see it arrived safely. :)

Re: ShareASale Think Tank 2009 Video

brianlittleton — Tue, 12 Jan 2010 16:15:53 -0000

Cool - thanks for the great review ... I miss California too, especially that big heated pool!!