In 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.