Google & affiliate marketing ?
This thread, about a suspicion that Google is doing affiliate marketing, certainly sent alarm bells ringing in many an affiliates' mind. If it is indeed true, does it sound the death knell for affiliate marketing as we know it? Are affiliates like us, without the financial muscle of a Google or a Yahoo, condemned to be an extinct species?
It feels a bit awkward to see these grim scenarios emerging just within weeks of seeing glimpses of some very rosy pictures. Undoubtedly there are threats to the affiliate marketing model (what doesn't face threats?), and it would be foolhardy not to recognize those and prepare accordingly with alternative approaches.
Obviously, the ramifications of Google acting like an affiliate can be severe on other affiliates--- especially those that are reliant on search engine traffic (read that as Google traffic; and at this point, I think all of us are to a very high degree).
However, it is as much of a challenge to the affiliate networks as it is to the affiliates. Because, if Google really wanted to get into generating revenue on a cost per acquisition model (like the affiliate networks do) merchants may not need the networks at all (considering Google's reach). Google could even opt for a bidding model amongst merchants to set up a minimum cost per acquisition that a merchant is willing to pay (a combination of a PPC auction and pay-for-performance model). They can then use their publisher network to distribute their own "affiliate ads"..... We could go on and speculate about the immense possibilities, but that is beside the point.
The point is that, the challenges and threats for affiliates and networks are interlinked; what could affect one will directly or indirectly affect the other. So, we'll have to work much more closely to overcome these together. Both in terms of strategies and execution. If we do, we'll be able to shape this marketing channel to continue to maintain its relevance and value, and reap the benefits of its enormous potential. If we don't -- and I hate to say this-- we'll be redundant.
I believe we all want to opt for the former option?
Until next time,
Ben Flux
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