Special Report Affiliate Marketing
TM: How much should a marketer be relying on affiliate programs to drive its traffic and boost sales?
GS: We did a survey, and it's somewhere around 10 percent.
TM: Are there any legal issues currently shaping the relationship between marketers and the affiliates?
GS: There are some copyright questions coming up regarding the use of brand names and trademarked names, when you get down to the search issue. The question is essentially who is allowed to use a brand name to generate traffic. There's a really big economic incentive on the part of the search engines to make sure that anybody can bid on any term.
I believe what's going to happen is that it's going to be wide open and anybody is going to be able to bid on a trademark term.
TM: Are there any other trends on the horizon when it comes to the relationship between marketers and affiliate partners?
GS: A lot of the innovation is happening around measurement and reporting. That's an area marketers have been focusing more and more on—providing the ability to optimize your affiliate marketing campaign based on multiple data that's coming in.