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Research > Research Detail

Merchants Gauge Role of Affiliates in Search Marketing

Pub Date:Aug 01, 2005
Research Org:MarketingSherpa
Research Type: Sherpa Exclusive
Study or White Paper
Cost:MarketingSherpa Membership Required
Pages:
Summary:This question examines the relationship between parent companies and the role of their affiliates. For 71%, there is strain around the use of trademarked names and branded terms, as the parents have concerns about their brand image and misallocated sales.

However, for almost one-third of companies, affiliates play an essential marketing role "essentially outsourcing" search engine marketing. Those companies are willing to take the risk of negative brand impact in exchange for the huge cost savings in "free reign" affiliate marketing. In many cases, marketers recognize the top performing affiliates are extremely savvy at SEM, and can be a viable alternative to in-house or agency outsourced programs.

Methodology:MarketingSherpa's Affiliate and Merchant Survey, August 2005. This survey was completed by 776 respondents to email and web based invitations sent between August 10-12 to lists of qualified affiliate marketers and program managers. 187 were identified as Affiliate Marketing Program Managers (Merchants) and the remaining 589 as affiliates. Invitations were sent out to member lists of Shawn Collins Consulting and KowaBunga!.

Research Partners:Shawn Collins Consulting; KowaBunga!
URL:Click here to visit the source of this study


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