The staggering statistics of affiliate marketing present a constant upward surge. The journey from a latest buzzword to becoming a sought-after marketing device has been rather short but eventful. The Affiliate Marketing Roundtable Briefing (March 2008) bears testimony to its credentials.

The abundance of revenues created by affiliate marketing in the U.K has crossed £ 3.13 billion and it accounts for 6% (approximately) of the online sales. As expected, 'efficient communication' is the new watchword. Agencies and social networking sites along with updated technology will surely make the ride smoother. A constant co-ordination between the lower-tier, mid-tier and super affiliates is the demand of the day. This would enhance the incorporation of values resulting in a promising affiliates programme. A tiered commission programme requires a model of incentivisation based on the nature of the product and the industry it caters to.


According to the report, in keeping with the needs of facilitating communication, the level of information to be disclosed has emerged as a key area of interest. The issues range from contacting the merchant directly and exercising control to facing internal resistances.The report also suggests that a useful addition could be an improved symbiosis between various advertising campaigns coupled with the sharing of information.


The report goes on to explain that the affiliate networks are instrumental in not only managing the relationship between the merchant and the affiliates but also in managing the outside sales force and driving incremental sales through the long tail by creating sales opportunities with a certain degree of control. It also states that the collective efforts to produce superior affiliate performance includes organizing networking events, better analytics tools, updating creative content, achieving transparency about the campaigns, and making press releases easily available to the affiliates.


For a bright future of affiliate marketing, the report suggests several measures which need to be undertaken. The most dangerous threat is posed by the falling over-ride fees which needs to be maintained. Innovation will rule in the development of content and technology. Also the tracking and reporting tools combining videos and social networking tools will open new vistas.
The need of the hour is to pay the affiliates for individual leads in the B2B space. The change of trend from PPC affiliates to content affiliates should be constructively harnessed by providing resource sustainability. The growth in cash back sites is a landmark development. A bigger challenge has emerged in the form of managing the vast number signed up. Affiliate recruitment is another challenge.


Meenakshi Wali, Business Development Head and Co- founder Rupiz Media states , “For realizing the immense potential of affiliate marketing to its fullest, one has to be updated and upgraded on every front.” Rupiz Media has always maintained such high standards.

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