BCL Performance Marketing: Ethical Affiliate Marketing Australia: Networks versus independent affiliate programs - for affiliates

Consolidation of Accounts

For smaller affiliates, combining the commission from several merchants is often the only way to reach the minimum payout levels which are uusally $50AU or $100AU. For larger affiliates, it saves accounting time chasing lots of smaller merchant accounts. It doesn't necessarily guarantee payment though; networks can go broke just as easily as merchants.

One Platform

Dealing with lots of different platforms to get statistics and links can be very time-consuming. Using networks saves time and frustration getting to know too many different platforms.

Smorgasbord of Merchants

It is the network's job to go out and find you new merchants. However, it is still the affiliate's job to assess each merchant for suitability.

Quality of Software and Statistics

The tracking statistics and methods for deeplinking are usually far superior on the networks. As their platform is their core business, they are much more likely to invest in further development.

Advocacy

A network can deal with a merchant on behalf of a group of affiliates if things go wrong.

Relationship between Merchants and Affiliates

Some networks encourage their merchants and affiliates to build direct relationships using the network as their technical and accounting solution. Others place themselves firmly between the two. We prefer to build relationships with our merchants and don't see this as a threat to the network provided their service is good.

Independent Programs

Independent Programs are as good provided: a) the merchant has a firm commitment and provides sufficient resources to run their affiliate program b) the merchant pays promptly c) the tracking software and statistics are adequate. The best independent programs are those where an affiliate programs is part of the design, not something stuck on as an afterthought.