by Jeff Molander, Conversation Enablement Coach, Speaker & Founder at Communications Edge Inc.

Auditing Affiliate Marketing ProgramsIn this piece at Target Marketing Magazine I uncover how Web marketers and affiliates are addressing the “channel crossover” issue. That is, tracking how various marketing tactics — such as online affiliate marketing, search and offline promotional campaigns — overlap and interact. The goal is to understand interaction and eliminate confusion over “crediting the sale” to individual marketing campaigns. It’s an age-old problem that Web marketing is compounding but it CAN be controlled.

Today, multi-channel marketers are restructuring strategies with their affiliates to ensure profitable relationships. Dr. Amanda Watlington, Leadpoint.com’s Lee Gientke, PopShops.com’s Angel Djambazov and Alan Rimm-Kaufman discuss.

I’ll take this opportunity to announce my continuing relationship with Target Marketing as their digital customer acquisition & retention columnist in 2008 — covering Web marketing strategies including affiliate and search marketing. Please consider subscribing to Target Marketing’s RSS feed for all the latest on digital media and e-commerce with a direct marketing slant.

Jeff Molander
Jeff Molander

In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.

After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.

I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.

In 1999, I co-founded what became the Google Affiliate Network and Performics Inc. where I helped secure 2 rounds of funding and built the sales team. I've been selling for over 2 decades.

After this stint, I returned to what was then Molander & Associates Inc. In recent years we re-branded to Communications Edge Inc., a member-driven laboratory of sorts. We study, invent and test better ways to communicate -- specializing in serving sales and marketing professionals.

I'm a coach and creator of the Spark Selling™ communication methodology—a curiosity-driven way to start and advance conversations. When I'm not working you'll find me hiking, fishing, gardening and investing time in my family.

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