Who is the Customer? Affiliate or Affiliate Network?

I had this post in my drafts waiting to be completed for a while.

I’ve decided to complete & publish it after reading Ad Hustler’s post Get Out of My Affiliate Network yesterday. I can’t agree more with Ad Hustler.

I also have a few ideas of my own to add to the discussion.

Couple of weeks ago, I was at NYC Meetup202 where a few guys approached me to promote their exclusive affiliate networks. When I’ve asked them the question “What is exclusive about your network?”, the answers were similar, such as “our customer service, highest payouts, etc.” Ad Hustler says “There seems to be this new trend going around where affiliate networks want to be exclusive.” about this.

I’ve been hearing about more affiliates being rejected & kicked out by affiliate networks, and more & more exclusive & private affiliate networks showing up in the performance marketing space.

Ok, here’s the deal; I have no problem with somebody starting a private affiliate network, and accepting only a few top players in the affiliate circle or even only friends. But, affiliate network owners, and people who are planning to launch their networks need to understand one thing clearly:

Affiliates are the Customers

All affiliate networks need to understand that they are nothing without affiliates. Most affiliate networks make the mistake of believing that merchants are the customers. But it’s better to start treating affiliates as customers also.

Just like a real estate agent being the middle man between landlords and potential customers, affiliate networks cannot generate business without either side.

After understanding this argument, and treating affiliates as real customers, networks will only gain value from it.

I’ll keep writing more about the topic. “Rejecting new affiliates” & “kicking affiliates from networks” posts, coming soon.

Meanwhile, if you are an affiliate network owner and didn’t treat affiliate marketers as your customers till now, start working on it by reading CRM 101.

I also want to mention that, there are few affiliate networks who have welcomed us since day one, and treated us as real customers. That’s the reason I’m a loyal customer of these networks, and I check their offers first before starting a new campaign. This post was for bad apples, not for all networks.