Jeff G. Molander

Jeff G. Molander
A New Balance

Direct marketers are becoming more proficient in vital Web strategies like search, yet they increasingly find themselves butting heads with their own affiliates who already have staked out valuable digital turf. Is it worth playing nice with affiliates? If so, how can marketers maintain healthy doses of affiliate-generated sales while maximizing incremental revenue and avoiding cannibalization of search campaigns? Such questions demand answers. The competitive search environment is leading many marketers to prefer Web affiliates that send incremental visitors—those resulting in sales or leads that otherwise may not occur as a result of marketers’ own efforts. Armed with affordable, easy-to-use Web marketing analytics packages,