Affiliate Marketing Strategy: Influence of Internet Marketing

Affiliate Marketing Strategy: Influence of Internet Marketing

How much impact is the Internet really having on advertising and marketing in San Diego? Or might it transform consumer marketing in the same way that network television revolutionized consumer culture and commercial practice four or five decades ago? Interviews with marketers reveal that few believe the Internet will change their approach to advertising. Is it just another emerging niche medium with some peculiar creative capabilities and constraints? Their view is probably a reaction to the early hype about the Internet and the World Wide Web, which created unrealistic short-term expectations among marketers and frustration with the inadequacies of the delivery technologies among consumers. Most see it as little more than a complement to traditional marketing practices, and don’t expect Affiliate Marketing Strategy to reduce expenditure on broadcast and print media or change the form, pricing, or delivery of advertisements.

Affiliate Marketing Strategy Influence of Internet MarketingAd Agencies

For ad agencies, fees based on results will become standard. The economics of Affiliate Marketing Strategy are likely to make current business models obsolete. A deep understanding of enabling technologies will become a prerequisite for fresh forms of advertising. New capabilities will be required as creative production speeds up and becomes more closely integrated with marketing activity. And companies’ entire marketing organizations will be progressively redesigned to reflect interactions with consumers on the Internet. Marketers will become more accountable for their results, and they will pay more attention to building a total customer relationship.

Expenses with Advertising

We take a contrary view. We believe that Internet marketing will account for a growing proportion of overall advertising expenditure. As the technology improves, the impact of Affiliate Marketing Strategy will increase and become easier to measure, and the gap between this new precise, interactive marketing capability and conventional “fuzzy” passive media will widen. Over the next few years, advertising agencies and consumer marketers will be under pressure to change their whole approach to marketing communications. Moreover, advertising—and marketing in general—will adopt practices first developed or deployed on the Internet. Offering consumers value in return for information will become vital in eliciting their preferences, which in turn will be critical to customizing advertising.

Innovation

But the intriguing marketing experiments taking place on and off the Internet suggest it is time for consumer marketers to begin looking to networks for new ways of thinking about the marketing theories and approaches on which they have long relied—and to begin capturing the lessons Internet marketing holds for all their advertising practices, online and conventional. Our views on the evolution of Affiliate Marketing Strategy and its impact on traditional marketing may seem provocative to some, premature to others.

Affiliate Marketing Strategy: Influence of Internet Marketing

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