Big High Street Brands and affiliate marketing, You have to have the right people at decision making levels
I have in the past, approached blue chip / corporate companies that come from a traditional offline environment trying to make the transition into the world of e-commerce with some trepidation when it comes to affiliate marketing.
Through experience, the challenges that these companies face is many and often will have their own interdepartmental conflicts, the push / pull war between land based traditionalists and online modernists takes place on a 9- 5.30 daily basis in the battlefields also known as the office. One side not being able to understand how the online space works and the other, so far ahead of the pack but are held back by having to compromise.
By the nature and size of these empires, procedures and protocol that were set up to help keep the wheels turning are also a barrier to expedite and accelerate the fast pace changes that are required and are happening on the internet. By the time the e-commerce department first submitted their plan of action and has gone down the line of corporate approval and got its seal of acceptance, their online space has changed again and so the process is repeated all over again. Often is the case, the right hand does not know what the left hand is doing which leads to all becoming frustrated.
Another problem I have experienced is that the technical departments are still using the old traditional CRM systems which may reduce or inhibit website functionality or restrict usability, or worse case can’t facilitate cutting edge applications. My observations have been, even the people in those technical departments are traditionalists and whilst their forte may lie in the knowledge of new a cutting edge technology, their wings are clipped simply by a traditional corporate mindset and old outdated systems.
Add affiliate marketing in to the mix and it’s a potential recipe for just more conflict.
If the giant cooperates are really committed to their e-commerce arm then they need the right people in place. People Like Matthew Van-Gessel (Head of E-commerce at Sharp) His mindset is well in the future of the internet but works with the traditionalist and educates as he goes. Matthew understands that you have to learn to walk before you can run and it starts with education. He feels that there should be no occasion for the offline employees to feel excluded in online initiatives. His unique and refreshing approach in how to bring about change in his company should be the blue (chip) print for others to follow. Change the mindset through education. Matthew would be the first to say, it’s not a perfect solution but it works.
Affiliate marketing and big high street brands have historically been criticized in our industry for poor commissions, bad tracking, rigid ppc policy, unworkable terms and conditions and a deaf ear. They entered our space unprepared, under resourced and under informed. Expectations, I believe on hindsight, may have been too high from all sides of the fence.
Sharp could possibly be starting a new trend of blue chip awareness, where by they are open to education, where arrogance of the brand does not override common sense. We need more people like Matthew in our industry who don’t stop to look at what can’t be done, rather what can be achieved with the resources they have. Sharp will enter our space, not because it’s the latest accessory to have in e-commerce, but because through education and due diligence they believe it’s right for the business and they can and will work within their own parameters and affiliate marketing will enhance their business as opposed to hindering.Testimonial – It’s been a real pleasure working with Jessica, evaluating affiliate marketing opportunities for Sharp.co.uk. Her enthusiasm for the industry is highly infectious and clearly rooted in a wealth of experience. Jessica has helped us to understand not just the basic principles of what makes a successful program but also pointed out areas where we as an organization and a ‘proposition’ to affiliates, have work to do. Her frankess and clarity of thought when pointing out such challenges and weaknesses have been a real asset when plotting a course into these unchartered waters, especially when under pressure. Matthew Van-Gessel Head of Ecommerce Sharp UK
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Comments
It’s only through real hands on experience that I can come from this stance, that experience has been accumulated over many years now and to be frank, those of us that do this job day in and day out will have formulated their own, possibly similar conclusions. We seem to have historically looked at all the negative parts about affiliate marketing and Matthew Van-Gessel just goes in from the angle, ok… here is what we cant do, but looks at “this is what we can do”. I feel this is what we in affiliate marketing should now be focussing on. Affiliates need to see this side of the fence, that there are reasons and procedures that merchants and networks have to work within.
Re affiliates4u… I appreciate the comments and am smiling that some one should think me as being “feisty” I think I introduced myself at affiliatedinner.com as “the gobby cow” :0) Yeah… it’s a bit to do with time.
I kinda like facebook.com great little community in there.
Thanks your comments
Jess, possibly one of the best articles I have read about the day to day problems that I feel is not just a problem for the larger corporations but is wide spread amongst the smaller companies too. I hear you when you say that affiliate marketing is not a question of just adding a pixel to your shopping basket. It’s quite refreshing to come across an article that explains the problems from a different perspective. Have you ever considered that you maybe quite unique in your sphere. Not many people out there that have such a good overview judging by what I have read about you and from you. Please do keep up the good work.
Slightly going off topic, I noticed that you no longer participate in the affiliates4uforum, is this due to time constraints? I only say this as you are one of the few feisty contributors that makes the forum an interesting place for some of us he he he