Are New Networks Attractive To Affiliates?
Posted under: Once upon a time it was easy to work with all the UK affiliate networks, mainly as there was only a few of them, they all had unique merchants and the number of merchants could be counted on two hands and two feet. Nowadays there’s a plethora of networks, although we are one lighter since the departure of Primeq.
It’s hard enough to remember all the networks and who their merchants are, let alone work with all of them.
In the Primeq discussion there’s an emotive post by TheBoyMitchell and it was after reading this that I started to think about the likes of Profitistic, Afform, WASP, Clever.at, Trienta, Altogether Ads, Premier Affiliate Network and any of the others I’ve not mentioned who aren’t Awin, Affiliate Future, TD, Buy.at, POR, DGM or Webgains.
So, are these new (or not so new) networks attractive to affiliates?
Any new network has a tough gig! First of all time is at a premium for many affiliates, and as mentioned above if you’re working with, what I’d call, the obvious seven then chances are you may not have that much time to lend to another network.
Of course all networks can help out by keeping affiliates informed of new developments, new merchants, offers and updates (especially if links are included in communications) – these can help in sparking interest and making time to think about promoting.
I’ve got the time! Have you got the merchants?
So let’s assume time is available, the next issue for these networks is that they, in my opinion, have to attract good merchants in order to attract good affiliates. One of the issues I’ve had with some new networks is the quality of their merchants – too often it’s the same programs popping up (free ipods, sign your life away for competitions that don’t close until 2010 etc) and there’s only so many of those you can push (or indeed would want too).
Retail merchants are another issue. At the moment I rarely (if ever) promote a retailer on a non-Big Seven network. Part of that is because we’re probably not going to generate much commission, but another is there’s always a retailer from the Big Seven who can fill a gap when required.
Gaming merchants also appear quite frequently on new networks, but again there are better deals to be had by working direct or the one’s available are ‘the same old’.
The crossover of merchants is another issue. At one point it was possible to promote Primeq programs on other networks (you can currently do this with Clash Prize Draws) and from this affiliate’s point of view it’s all a bit confusing. It’s also annoying – why be paid part of the commission for a lead when I can get all of it simply by joining the network the program is from – provided that network pays of course?
Payment is of course a major factor.
Being a bit long in the old affiliate tooth I’ve done a fair share of road testing new things and not being paid – so rather than jumping in and hoping all will be ok, nowadays new networks are left to others to see if they cut the mustard and pay the bills. I’m pretty sure I’m not the only one who thinks that way either!
So for a new network to be attractive they need to keep affiliates informed, provide a good range of quality merchants and establish reputation in terms of quality, tracking and payments!
But that’s not all!
The problem many networks will face is that their up against the innovation and ease of use that the main networks offer – and let’s not forget that these guys are always adding to their roster of merchants too.
A final factor, in what has become a pretty bleak picture for new networks, is the lack of affiliates! I do wonder whether there are enough new good affiliates coming into the industry to not only work with the big guys, but also help get other networks established?
Is there any glimmer of hope?
Of course there is – it can often take one good program and a handful of affiliates (whether PPC, Cashback or Content) to build the reputation of a merchant and network. There are also good affiliate people behind many of these networks and they’ll be working hard to attract affiliates and merchants alike.
However it’s a competitive industry in all quarters now and the days of being able to work with all networks are long gone for affiliates. This means that networks need to continue to work hard and be innovative. Make life easier for your affiliate and they’ll be picking up your links ahead of your competitors.
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Granted I do believe there is some risk involved in working with a new network but there is one key thing to note…. most new networks are created by some of the largest publishers and affiliates within this industry. A large publisher who knows the space inside and out can form a new network built from their exclusive advertiser relationships alone. The publisher obviously realizes the potential that his/her advertiser relationships can bring, so by starting a network, other publishers can share in the wealth. As a new network, the publisher will most likely continue to run the same high performing offers in house as an affiliate of their own network.
It is EXTREMELY rare for a person/company to start a network with little to no experience in the online marketing space. If a new network crops up that seems to have some great advertiser relationships built right away, don’t be surprised at all…… the advertiser probably has a very close relationship already built with the founder.