Affiliate management program proven the most effective
marketing method
Unquestionably, search engines and directories are your biggest allies
in attracting focused, targeted traffic.
In terms of your overall marketing strategy, search engines are far
and away more important that all the other marketing methods available
to you. So, we suggest that you put as much time as you can into mastering
search engines. See: Phase 6: Optimization of our Training Center. Please
email us for one month's FREE access to ecommerce-training.com.
However, your marketing strategy must include a mix and match.
It's important to allocate your time effectively. Don't waste time
on marketing methods that don't work.
Amazingly, many net marketers do just that - put time and effort into
things that don't work.
Forrester Research has done a very interesting study that relates to
the effectiveness of different marketing methods and whether that affected
their frequency of use.
Have a look at the Forrester stats as printed by Iconocast. Of the
group surveyed 47 were marketing managers.
Figure 5.1 Effectiveness ratings of marketing methods.
Rank Technique Popularity Effectiveness
1. Affiliate programs 17% 4.3
2. E-mail to customers 77 4.3
3. Public relations 45 4.1
4. Television 30 4.0
5. Outdoor 17 3.7
6. E-mail (opt-in lists) 23 3.5
7. Magazines 34 3.4
8. Radio 32 3.4
9. Direct mail 30 3.4
10. Sponsorships 34 3.3
11. Buttons 55 3.2
12. Banners 89 2.8
13. Newspapers 32 2.6
Source: Forrester Research. Effectiveness ratings represent average
scores based on a scale of 1 (poor) to 5 (great).
You can see that affiliate programs and e-mail marketing rank equally
as the most effective forms of marketing.
But note that only 17% of the marketing executives surveyed used affiliate
marketing!
At the other end of the scale, banner ads were used by 89% of the survey
group but garnered only a 2.8 effectiveness rating!
This means that the most popular marketing method is just about the
least effective!
Usability expert Jakob Nielsen also notes this inverse relationship
of popularity to marketing effectiveness methods.
He uses the Forrester numbers to show that the fewer results you get
from a web marketing method, the more it is used!
Figure 5.2 Marketing effectiveness scale
Survey of Web marketing executives by Forrester Research, April 1999.
Nielsen has said for a long time that much advertising does not work
on the net. He based his analysis on user behavior.
He now points to eye-tracking studies that show that viewers never
even see the ads. And in relation to banner ad click through studies,
Nielsen says that:
Clickthrough rates have never been effective and have been dropping
for years - from 2% to 0.5% in his study.
Sales data shows that not much is sold to those few who do click through.
Nielsen points out:
"Many marketers are in denial of the plainspoken message communicated
by the data. They would like advertising to succeed on the Web just
like it was successful in the old media they know how to deal with.
So they keep running banners even though they don't work. I say, let's
believe the data and move on."
This means that while many marketers are using ineffective marketing
methods you have a great opportunity to buy into marketing that works
- an affiliate program.
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