Omni Channel – Affiliate marketing needs a seat at this table.

affiliate marketing and omni channel Last month, Shawn Collins posted on his blog the infographic from you see to the right outlining all the major players in the Marketing Technology Landscape. This infograph lists 947 different companies, ranging from Oracle, Constant Contact, Tapjoy, IBM, to CITRIX, vimeo, MARCHEX and more.  These compaies cross disciplines such as Email Marketing, Customer Experience, Loyalty and Gamification, Display Advertising, Social Media Marketing, Search and many other online marketing segments.

But as Shawn pointed out, affiliate marketing is no where to be found.  Out of 947 companies and 41 different categories, affiliate marketing was left out.  Where’s the love?  Many journalists and large advertisers have always viewed affiliate marketing as an after thought or as something less valuable than the other channels they operate in.

As an ol’ vet in the space (I started in performance marketing in 1998) I can remember some very unique issues this channel has had (cookie stuffing, bad toolbars, cookie overwriting, paid search fraud and more) that has led the greater ecommerce industry to view the affiliate channel in less than a positive look.  In an omni channel environment, affiliate marketing is a vital piece and needs to be considered along with all other channels.

How do we change this perception together? I think it comes down to a few things:

Data driven affiliate management:  We have been working with our clients to create and execute strategies based on cross channel data, attribution, new customer acquisition and individual partner profitability.  You are also seeing the networks move in this direction as well with CJ, Rakuten and ShareASale release new and amazing technology to get at higher profitability.  Our very own workflow management and reporting SaaS solution brings in data from multiple channels to evaluate performance.  Better data allows for better insight and each time we are able to get to this level, it shows the vitality and importance of this channel.

Transparency:  Publishers, agencies, networks and advertisers need to share more omni channel data.

Performance Marketing Association:  This is the single association that brings together all players in our space and is constantly working towards better data, better representation within the greater ecosystem and better insight into the value of this channel.  I have the pleasure of sitting on the Insight and Measurement committee, and I can’t tell you how important it is to support this organization with your membership and time.  Join the PMA today!

Thank you Shawn for posting this infograph. I think it is very indicative of how the greater e-commerce space thinks of our channel and demonstrates just how much more work we have to do.

Go read Shawn’s post here.

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About the author

  • Jamie Birch

    Jamie Birch


Jamie is the owner and principal of JEBCommerce. His extensive Internet marketing experience includes all facets of online marketing: email, paid search campaigns, customer retention programs, and much more. This wide range of disciplines has enabled Jamie to excel as a business leader and JEBCommerce to realize a great level of success for its clients. Jamie cut his “affiliate marketing teeth” managing affiliate programs for many well known companies before spending several years at Coldwater Creek, a Top 5 nationwide women’s clothing retailer. While at Coldwater Creek, Jamie established and managed affiliate campaigns, email campaigns, and SEO campaigns – an opportunity that allowed him to develop many of the proven processes JEBCommerce successfully employs today. In recognition of his professional leadership, the affiliate marketing industry has consistently nominated him for Annual Pinnacle Awards over the years. In addition to individual accolades, JEBCommerce is gaining momentum within the Internet marketing industry and is experiencing positive, exciting growth. This is a direct result of Jamie’s positive leadership, integrity, and earned respect – from his clients and industry peers. Need a speaker for your next event? I can do that, too!