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Don't Bank on Affiliate Advertising

By: Dwayne W. Waite Jr.

'Tis the season for sharing. But don't get carried away.

Affiliate advertising and marketing are activities that have received more attention in 2012, especially when tied to social media marketing. Brands and social entrepreneurs try to sell the idea through "bashing" traditional advertising and selling the fact that if there is quid pro quo involved, everyone wins.

There are several things wrong with that thinking.

Like social media marketing won't solve all of your advertising problems, affiliate advertising won't bring entirely new streams of revenue to your bottom line. Yes, with new technology and new ways to get people to your site and make money, you still have to do the heavy lifting.

Bummer.

As 2012 comes to a close, AdLand cannot help itself in trying to predict what tools or activities will rock the industry in the new year. Some "thought leaders" are posturing affiliate activities and platforms. With the idea of shared revenue at the forefront, we can see that as a viable option.

We've said this before; if a construction worker gets a brand new drill, it doesn't mean he's going to get rid of his hammer. Likewise, when AdLand finds a new activity to leverage in order to influence consumers, it doesn't mean "the death" of anything.

Partnering up with people to get more eyeballs and a quick buck isn't a strategy. It's a tactic. And we all know that marketing campaigns based solely on tactics are not going to fare well.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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