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Although it can be argued that online
affiliate marketing is an old phenomenon in a constantly transforming
online business ambience, it is still a developing and new business
region in the sense that media agencies, e-consultants, media, marketers
and other professionals in affiliate marketing are only in the way
of establishing a tenable level of activities in this specific business
part. Additionally, because of natural transformations in online
targets, target groups, foci, functionalities, profit margins and
needs of communication, each firm is adopting online affiliate marketing
in a unique and separate conduct.
Various set-ups of a focused and new online affiliate marketing
phenomenon are weighed against both new and established strategy
and marketing theories. Without debating for any solid resolutions
as to what is wrong and right, this article is verifying how a participant
can engage in online affiliate marketing, and what should be considered
before becoming active and once active, how to optimize resources.
Online affiliate marketing is a principle depended on new revenue
models. Even though the issue with inefficient communication channels
is fixed, there is still one basic problem to be considered in order
to be profitable in online affiliate marketing- an understanding
of internet customers.
A dominant part of the literature on online affiliate marketing
still takes as its point of departure this generic conception of
the marketing mix. As a short reflection based on the aforementioned
possibilities of changing communicative patterns we can see some
immediate effects of the internet on the online affiliate marketing
mix concept. The factors of the marketing mix should be contributed
to the achievement of online affiliate marketing tactics. The factors
are really separable and can be planned more or less independently
of each other. The effect of the Internet is that the separations
amidst these factors are blurred to some extent. An online affiliate
marketing website can work as the place, the product and promotion
at the same time. This implies that the planning of the marketing
mix might no longer be a series of decisions, made in isolation
even though they are interrelated, but rather a complex decision
situation where one decision might affect most elements of the traditional
marketing mix. Another effect is that operational online affiliate
marketing has to be entered into the strategic agenda even more
than before. New revenue models like online affiliate marketing
will in turn affect the roles and activities in the relations between
actor sin marketing communication systems.
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