Since NETexponent began managing both search and affiliate programs, we have always preached a holistic approach to marketing programs.  Much to our surprise, this appeared to be a novel idea in the industry. Of course, this general lack of industry oversight has benefited NETexponent as other players have taken time to wrap their strategies around a truly integrated strategy.  Sure it sounds simple, but truly integrating all channels requires strong communication skills and attentive managers at each channel who understand the overall strategy. Ultimately, the difficult coordination pays off with a stronger brand, higher sales and increased efficiency.

Well, it appears the word is out! Peter Rowe, the Managing Director of affilinet UK, wrote an article for Retail Digital urging Marketing executives to invest in innovation in the face of the recession.  His article exhorts the reader to view this recession as a time to pull ahead through innovative strategies and increased investment.  In this case, he was describing a “new” perspective of affiliate marketing in which all online channels are viewed as complementary to form one fluid strategy.

Specifically, Mr. Rowe talked about transparency, which has been key to NETexponent’s holistic strategy.  While advertisers must coordinate campaigns across multiple channels and media, it is equally important for this to be clearly communicated with plenty of advanced notice to affiliates.  This way, affiliates’ own promotional, SEM and SEO efforts can work with the advertiser’s and boost sales higher than either channel would be able to independently. But equally important is discretionary discounting across all channels. Discounting widely and without tight restriction diminishes brand value; therefore, only select affiliates should be targeted to offer impressive discounts that will boost sales in the short run and still preserve the brand in the long term.

To read Peter Rowe’s article in its entirety, please visit Retail Digital.