As you may have read elsewhere my recently-published Affiliate Program Management: An Hour a Day has been nominated for Small Business Book Awards 2012 — in the Marketing category. This is the fourth year that these awards are being run by Small Business Trends. Here’s how they themselves describe the awards:

…Reader’s Choice “Small Business Book Awards” for 2012 … celebrate the best books that small business owners, managers and entrepreneurs should read.  [source]

I was thrilled to be nominated for their Small Business Influencer 2011 awards, where even though I didn’t make the final 100 Champions list, I received an Honorable Mention, making the same list with such companies as Apple, AVG, Epson, HP, PRWeb, Yelp.com, and such amazing folks as Malcolm Gladwell, Seth Godin, and Rae Hoffman-Dollan. And now I’m really excited to see my book among the nominations for these prestigious SMB books’ awards. If you believe the book deserves it, I would highly appreciate your support by casting a vote for it here (you may vote once every 24 hours). As far as I’m aware, this is the only affiliate marketing book among the nominated ones.

Between numerous affiliate marketing blogs, podcasts, forums and magazine publications, there certainly is no lack of online affiliate marketing education out there. However, when it comes to structured (or even face-to-face) learning, the real opportunities aren’t that many. Today I’d like to bring you seven that deserve attention.

Whether we talk about foundational learning and training (be it for affiliates/publishers or merchants/advertisers), or more advanced affiliate marketing education, I recommend considering the following seven opportunities:

1. Econsultancy’s Affiliate Marketing Training

Location: UK
Target audience: advertisers and affiliate managers
Instructor: Chris Bishop of 7thingsmedia
Fee: $800
Format: one-day course
Description: this training course which provides “a practical understanding of affiliate marketing, outlining the strategies, techniques and tricks to achieve a successful, well-managed programme”.

2. Affiliate Management Days ← next one on March 8-9 in San Francisco, CA

Location: USA
Target audience: advertisers, affiliate managers, agencies, affiliate networks
Instructors: multiple experts
Fee: $1,495
Format: two-day professional forum
Description: this conference provides a unique opportunity for focused education (on a wide array of affiliate management-related subjects), as well as professional networking.

3. Affilorama’s Affiliate Marketing Training

Location: online
Target audience: affiliates
Instructors: multiple experts
Fees: $200-$500 range
Format: online education, renewable access licences
Description: they offer a 3-product suite which includes three products — Affilorama Premium, AffiloBlueprint and AffiloJetpack — catering to different needs.

4. Affiliate Management Trainers

Location: virtual or in-person
Target audience: advertisers and affiliate managers
Instructors: multiple experts
Fees: start from $300
Format: individualized training
Description: they custom tailor their training programs to address trainee’s individual needs (be it to “teach you the fundamentals” or to “refine your strategy”) to maximize their success in affiliate marketing.

5. James Martell’s SUPER BootCamp

Location: online
Target audience: affiliates
Instructor: James Martell
Fee: $97/month
Format: online education
Description: “unique blend of recorded and live online events with an expanded curriculum, weekly video lessons, expert audio interviews, interactive 24/7 member community, twice a month live Q&A and personal coaching sessions”.

6. University of San Fancisco’s Certificate in Advanced Affiliate Marketing

Location: online
Target audience: affiliates
Instructors: they rotate, but the full list may be found here
Fee: $2,480.
Format: online education
Description: they start with an introduction and “getting started” type of topics, and go on to/through “knowing your audience, maximizing effects from your efforts, connections and communications, legal and ethical considerations, what the pros know and case studies”.

7. Books

There are a few out there, but the three worth highlighting are (i) Affiliate Program Management: An Hour a Day, (ii), Strategic Affiliate Marketing, and (iii) The Complete Guide to Affiliate Marketing on the Web.

Of course, do also consider forums such as affiliates4u, ABestWeb and Affiliate Summit‘s forum; as well as podcasts and affiliate marketing blogs (see my 2011 list as well as 2012 one). And make sure you steer clear of anything “overnight”, “passive”, “easy”, or “revolutionary”.

Every email sent to an affiliate threatening them with “termination” unless they do something (and here it doesn’t matter what the affiliate manager is asking for — putting up links, traffic referrals, or lead/sale generation) is a big thick nail in the coffin of the affiliate program. Even in traditional management contexts threats are demotivating. How could anyone expect them to work in performance marketing contexts? I just don’t understand it…

Here’s a video from one of my Affiliate Summit presentations where I spoke on the topic:

Speaking in Alexander Hiam’s words, we want to present affiliates “with opportunities to succeed instead of telling them what to do”. Merchants should always remember that affiliates were the ones who have chosen to work with them — to invest their effort, time, and money into the promotion of the merchant’s product/service. And that step of theirs should be valued. It — as well as the very idea of performance-based remuneration! — should also dictate our approach to affiliate motivation.

How many different online marketing channels are you employing simultaneously? Let me guess… At least three; maybe five or more. If you’re reading my blog, then you, probably have an affiliate program. Besides it, you’re more than likely also engaged in paid search, SEO, social, possibly display and/or remarketing initiatives; maybe mobile, and video… And then add also email on top of these, and you get quite a borscht!

Last month Zoomerang‘s “2012 Marketing Trends Survey” revealed that in the course of 2012 business executives plan to increase their spend on email (60%), social media (55%), search (37%) and mobile (37%). They are also planning on actively integrating email with social media marketing (68%) as well as with mobile (44%) [see full report in PDF here]. I strongly hope that they’re also planning on investing into a robust platform to help them analyze all of these marketing efforts.

25% of digital marketers admit that their greatest challenge is in arriving at a comprehensive understanding of how all of these different online marketing channels effect their customers. I believe that the reason for this is that it is much easier to gather data than to interpret it — especially, if you’re not properly equipped to effectively do the latter…

One of my favorite multi-channel attribution solutions is being provided by a company called Impact Radius. And I was honored to have been asked to participate in their 2012 Marketing Solutions e-booklet, contributing to a page on “finding clarity in data” (see a snapshot of it below). The full booklet is now available for a free download, and you may request it here. It’s a quick (but important) read on a dozen of topics. I recommend it; and not only because I’ve participated in it. It’ll give you other good food for thought (and action) in 2012.

For numerous times over the past few years (including this recent interview to Smart Insights) I have been asked what I think about multi-click attribution — especially, in the affiliate marketing context. I’m not against it as long as (a) you know what you’re doing, and (b) your affiliate program stays competitive.

A frequent mistake that leaders, and managers of all kinds (including affiliate program managers), commit is failing to admit mistakes. It is a very destructive path to follow. The main reason being that it compromises your integrity, which is, actually, the most important characteristic for any leader.

Addressing this problem in January 2010 at Affiliate Summit West (Las Vegas, NV), I emphasized:

…it really boils down to the problem of integrity and honesty with your affiliates. Very frequently merchants think that admitting a mistake means admitting that they are a failure. It’s quite the contrary: if you don’t admit a mistake, and don’t address it, that‘s when you are a failure.

Decades of leadership research have proven that the most admired characteristic of any leader is honesty.

Here’s the part of my above-quoted session where I addressed this topic:

Years ago when I first heard the phrase “it’s ain’t weak to be meek” it struck me how true these words are… Very similarly, it takes a lot of courage and strength to stick to the path of honesty and integrity. The weak ones, actually, follow an alternative route.

A few months ago, at an affiliate marketing conference in Israel, while discussing foundations of affiliate marketing success I touched upon the subject of proactive affiliate program management.

I’m afraid that we hear (and use) the phrase so frequently that it is quickly turning into a cliché (or a phrase that is losing its true effect and meaning as a result of its overuse). So what is “proactive management” exactly? And how do we achieve it in the context of affiliate program management — specifically on the communications front? Here’s a quick video to answer these questions:

So, in short, being a proactive affiliate program manager (or any manager, really) means “acting in ancitipation of future problems, needs of changes”. In any management context a large part of it is being covered by building a healthy two-way communication channel (with followers, affiliates, subordinates, superiors… doesn’t matter).

If you’ve got something to add to this, the “Comments” are all yours.

One of the biggest problems that affiliate program managers have is believing that their job is to manage affiliates (and not the affiliate marketing channel, or the program). Such approach, coupled with two destructive assumptions:

(1) that, by extension, an affiliate program manager is smarter than an affiliate
and
(2) that all affiliates are prone to fraud

…can bury an affiliate program. In this short video from Affiliate Summit West 2010 I explain this in details:

In the above video you will also find my favorite definition of “affiliate marketing”, and real-life illustrations of how not to do things. Enjoy!

Remember my post on picking my brain for free? Today is one of those days when someone is doing it, and, hopefully, for the benefit of others, as his questions are pretty broad and answers to them should address not only in this particular case, but help many others in the future too.

I have received this email:

I’m following your blog for the last half year and it helped me a lot.

There is one issue that is always a problem mostly in the Forex industry.

We have few types of Affiliates/Media partners: (1) CPC (only Google), (2) CPL, (3) CPA, and (4) Offline.

Our cookies are valid for 90 days.

There are few questions that I will be happy if you can answer…

1) Does cookie on CPC is consider same as affiliate cookie? and What about cookies for CPL?
2) Do I need to pay to a CPL in case they send me lead although he came from other affiliate/media partner? and What about CPA in this case?

I want to be fair with everyone but I also want to know what is common do to.

Being fair is a very good place to start. In fact, this (the fact that you’re trying to build a system where everyone is compensated in a just way) is one of the reasons that I’m replying to the above questions.

1. Is “cookie on CPC” the same as an “affiliate cookie” or “cookies for CPL”?

Much depends on the context, or how exactly you’re tracking and paying for the CPC program. It can be handled through an affiliate program (which is not the case in the above-quoted scenario), but even then — click (in the CPC model), lead (in the CPL model) and action/purchase (or deposit, which is frequently the CPA “action” in Forex programs) are three different types of actions. And while the affiliate cookie may be the same, since these qualifying actions (or the basis for payout/commission) are different, they are also tracked separately. So, for example, if you’re paying $0.50 on the CPC front, $1.00 for CPL, and $50.00 for those deposits (or, in other contexts, sales), then, should any one affiliate refer you a visitor that first clicks, then qualifies as a “lead” and then performs the “action”, you’ll end up paying that affiliate $51.50.

2. If before turning into a “lead” (or performing an “action”) a visitor clicks several affiliate links, could I end up paying more than one affiliate?
(I had to paraphrase the original question — I hope I’m reading it correctly)

Neither in CPL, nor in CPA scenarios will you pay twice (provided your tracking is in order, of course). The majority of affiliate programs nowadays go by the last-click-wins rule, which, basically, means that the last affiliate to set/drop the cookie on the end-user’s machine is the one who will receive the full commission. Having said this, should one affiliate refer the customer as a lead, and another set the cookie on their machine prior to them committing to buy (or deposit funds, as is probably your case), the CPL bounty would then go to affiliate #1, while the CPA payout would credit to the account of affiliate #2.

Should you have any questions related to the above scenarios, feel free to post them under this post. I will address every one of them.

Quick timeline:

• Dec 1, 2011 — new brand’s website launched
• Dec 5, 2011 — official announcement and press release go live
• Jan 12, 2012 — second press release is published
• Dec 6, 2011 – Jan 18, 2012 — over a dozen of articles appear

Analyzing the keywords that drive traffic to the website I see an interesting picture:

I do realize that among those (not provided) keywords many, in fact, may be searching for this key phrase too. Yet, even without those, the situation looks more than impressive… “But how, in the world, does a brand new business name gain such tremendous brand recognition over such a short period of time?” I wondered.

And yesterday I’ve found the answer. It is probably not so much “brand recognition” that we should be talking here, but something different (and equally impressive) — a new brand claiming a Google Instant match for affiliate management key phrase. Look at this:

Having realized that Google Instant may be showing these to me, because my recent browsing behavior may suggest that affiliate management days is of more interest to me than, say, affiliate management agency, I ran this by five other people across the country. And it appears that just as myself in Virginia, folks in the states of California, New York, and Massachusetts also see the same picture. So “days” have indeed beaten “agency” in Google Instant. Very interesting (and certainly pleasing to see).

On a separate note, speaking of the Days: the Early Bird Rate for the San Francisco conference expires at midnight PST today (Friday, January 20). So, if you’re seriously contemplating going, register soon to save $620 off your pass.

Quality is never an accident …it is always the result of high intention,
sincere effort, intelligent direction and skillful execution
–William A. Foster

If you’ve attended Affiliate Summit West 2012 (or are subscribed to the magazine) you have a copy of the latest FeedFront. For those of you who don’t have it, I’d like to draw your attention to my newest published magazine article — one entitled Seven Precursors of Affiliate Marketing Failure.

I believe that there are 7 major ways to fail at affiliate marketing. In the article I outlined 4 reasons why merchants/advertisers fail, and 3 reasons for affiliate failure. Here they are:

◊  Merchants fail in instances when they

(1) have unrealistic expections of what affiliate marketing is, how it works, and what it will do for them,
(2) try to manage affiliates who are 100% self-managed and hate that “managerial” approach,
(3) expect something for nothing, and/or
(4) launch their affiliate program, and then let it roll on “cruise control”.

◊  Affiliates, on the other hand, fail when they

(1) aren’t devoting the time to thorough due diligence and education,
(2) fake passion, interest, and/or hard work, and/or
(3) fail to diversify and focus on only one niche, or one marketing method.

Whether you are an affiliate or a merchant — the problem most frequently “lays in the misalignment of hopes, goals, expectations and realities” of what works and what doesn’t.

You may download the full issue of this FeedFront here. My article may be found on page 10. It’s got a number of other excellent article in it, and I certainly recommend at least flipping through it.