Speaking at A4UExpo 2009

I’ve had the pleasure of speaking at several affiliate marketing events over the years covering a wide array of topics. This year is no exception as I’ll be joining a fantastic panel at the Affiliate Marketing conference A4UExpo discussing what I believe could turn out to be one of the most controversial topics of the day.

The changing role of networks – Are networks dying? – 13th October 2009 at 10.30am

Over the years affiliate networks have contributed heavily to the development of the affiliate marketing space, playing a crucial role in building relationships between clients and publishers to drive sales for the advertiser and, in turn, commission for publishers. However in recent years their role in the industry has increasingly come into question.

With the recent downturn in the economy and marketing budgets being squeezed, many media agencies are starting their own in-house networks to drive revenue to their businesses and offer alternative solutions for advertisers. The question is, as advertisers and publishers forge closer relationships, are networks becoming obsolete?

Media agencies argue that as they manage all marketing channels for their clients, they are better placed than networks to offer advertisers fully integrated marketing strategies. This would also cut out the percentage override that networks levy on affiliate programs. However, the role that networks play in the affiliate marketing landscape is often underestimated and is more complex than first meets the eye.

Having spent years building relationships with key and niche publishers, networks not only understand the importance of continual technical development, but also the investment needed to manage affiliate programs with hundreds of publishers at a given time. Networks provide a platform to track and report affiliate activity and manage the payment of commission to all affiliates.

Savvy networks are going further than just offering standard levels of service. Client service teams in particular add value by tailoring affiliate programs to coincide with client marketing strategies, they also monitor threats to brand integrity, recruit targeted publishers and collaborate with the marketing teams and agencies in the mix. International affiliate activities are becoming increasingly important for advertisers, and networks have been developing their businesses abroad for years.

This panel discussion will feature contributors from all sides of the debate – an advertiser, an agency professional, a publisher and an executive from an affiliate network. The participants will discuss the changing role of networks and media agencies, and whether this poses a real threat to traditional affiliate networks. How are networks developing their offering to further add value to the mix and, most importantly, what is the view of advertisers and publishers?

Speakers:

• Scott Gallacher, Investor and former Director of Online & Partner Marketing, BSkyB
• Michael Nutley, Editor-in-Chief, New Media Age
• Pete Rowe, Head of affilinet UK
• Paul Wright, Affiliate Marketing Director, Mediaedge:cia
• Pete Wakim, Head Of Business Development, Quidco.com

Thanks