Brands -- the driving force
Let's face it-- typically if an affiliate has a choice to select between promoting a campaign for a mega brand versus a relative unknown, the affiliate would opt for the former. Quite simply, the ability of the brand to sell itself plays on our minds, and since we sustain ourselves with sales, we'd quite logically opt for the path of low resistance, which a reputed brand provides.
What we've known all along is now available in the form a colorful pie chart (which just seems to give it much greater credibility.. ). As you will read, affiliates were asked a question: "What attributes mean the most to you when evaluating an affiliate program?" The response: 53% said- Brand name, while another 26% said, Rate of commission.
I think those results epitomize true salesmanship-- in order of priority, affiliates chose the factors that will help them easily get more sales, and secondly get more money per sale.
The interesting thing to note though is that only 5% consider a "program being part of a network" to be the most important factor. Not a very encouraging thought for the networks, is it?
I don't think this preference for the big brands will change drastically anytime soon. Yet, I wouldn't ignore affiliate programs from the lesser-known or totally unknown merchants--- there may be some real, unpolished gems out there that one may be able to make a fortune of.... Obviously, the only way to be able to capitalize on it is to be constantly in touch with what the market wants or will want sometime in the future. Market Intelligence (here we go again!).
Until next time,
Ben Flux
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