Mike Vacanti is a fitness expert, publisher and blogger, where he explains his take on affiliate marketing which, like the Force, has a light side and a big fat dark side.
Read full article on Mike’s blog here.
Affiliate marketing matters to the buyer because it is important for you to know that influencers are often getting paid to recommend products.
While this does not invalidate their recommendations, it would be disadvantageous for you NOT to question the authenticity of each suggestion.
The morality of affiliate marketing is dictated by who is doing it and how they are doing it. It is about the presence of honesty or deception in four key areas:
1. Disclosure: Does the buyer know you are making a commission?
2. Product Matches Audience: Do you truly believe the product will serve it’s intended purpose and meet your audience’s needs?
3. Forthright Sales Copy: Are you promising 30 pounds of muscle in 20 days? Or any other physiologically impossible feats?
4. Miscellaneous Scumbaggary: What are you promoting? Is it a “free service” that starts billing on day 30, but don’t worry you can cancel*
*Please send a copy of your birth certificate and three notarized bank statements sealed with dragon blood by direct mail to this shady address in Taiwan
Conclusion: affiliate marketing is not immoral.
Though, writing this section is reminding me of the subjectivity of morality.
PepsiCo’s Brad Jakeman Suggests Shops Have Not Kept Pace With Change
Excerpts from Jakeman’s presentation at the Association of National Advertising’s annual “Masters of Marketing” conference in Orlando, Fla.
“The agency model that I grew up with largely has not changed today,” he said, noting that he has been in the ad industry for 25 years. “Yet agency CEOs are sitting there watching retainers disappear … they are looking at clients being way more promiscuous with their agencies than they ever have.”
And he pointed out that big consumer packaged good companies still measure marketing spending as a percentage of net revenue. “That assumes that paid media is the only way to build brands,” he said. But that is wrong because content generated by others on a brand’s behalf, for instance, “doesn’t cost us a cent,” he added.
We are still talking about the 30-second TV spot. Seriously?
Mr. Jakeman called digital marketing the “most ridiculous term I’ve ever heard.” He added: “There is no such thing as digital marketing. There is marketing — most of which happens to be digital.” He urged marketers to create digital cultures, not digital departments. “We ‘ghettoize’ digital as though it’s the life raft tethered to the big ocean liner. And we have to move on from that.”
Excerpted from full article at Ad Age. Read at this link.