By Anjulie Truong, UK Operations Director
For an advertiser, the affiliate channel is vastly different from other digital disciplines when it comes to switching from one provider to another.
With search marketing, you can pause or start a campaign by logging into your Google AdWords account. With display, you may swap agencies but keep campaigns scheduled.
Of course, changing suppliers or agencies for any online marketing channel poses its risks; new working relationships, data that can’t be carried across from one supplier to another, and perhaps most harmfully the loss of knowledge that has been built up.
Deciding the set up of your affiliate channel is complex and diverse. Advertisers need to decide on the best network or platform for their needs, and then a step further need to work with affiliates to start, stop or amend their promotions. Working with affiliates to change the marketing they do on your behalf can yield great results, but is equally as labor intensive as more often than not the changes are not controlled dynamically.