Comments on: What’s Behind buy.at’s Affiliate Marketing Globalization Strategy? http://www.jeffmolander.com/uncategorized/whats-behind-buyats-affiliate-marketing-globalization-strategy/ Useful Insights on Digital Media, Advertising & eCommerce Mon, 15 Mar 2010 17:58:22 -0400 http://wordpress.org/?v=2.8 hourly 1 By: Search Engine Strategies Chicago Day 3: ADSDAQ on Advertising Exchange Panel http://www.jeffmolander.com/uncategorized/whats-behind-buyats-affiliate-marketing-globalization-strategy/comment-page-1/#comment-37 Search Engine Strategies Chicago Day 3: ADSDAQ on Advertising Exchange Panel Thu, 06 Dec 2007 17:17:08 +0000 http://www.jeffmolander.com/strategies/whats-behind-buyats-affiliate-marketing-globalization-strategy/#comment-37 [...] What’s Behind buy.at’s Affiliate Marketing Globalization Strategy?, Jeff Molander [...] [...] What’s Behind buy.at’s Affiliate Marketing Globalization Strategy?, Jeff Molander [...]

]]> By: Jeff Molander http://www.jeffmolander.com/uncategorized/whats-behind-buyats-affiliate-marketing-globalization-strategy/comment-page-1/#comment-38 Jeff Molander Thu, 06 Dec 2007 15:09:37 +0000 http://www.jeffmolander.com/strategies/whats-behind-buyats-affiliate-marketing-globalization-strategy/#comment-38 Malcolm: Thanks for the thoughtful and detailed reply. I am much more clear and perhaps others are too. I find myself mostly in agreement with you and now see things more clearly -- in that companies like Brian Littleton's Shareasale are not fully taking advantage of their being so focused. As you point out, you've done well "sticking with your knitting" within the niche while others (and this holds true in the States) compete w/ larger agencies. Merger & acquisition activity drives this trend. As companies like Performics and to a lesser degree Linkshare diversify the complete service set (offered by sister companies) things change in the eyes of agencies. Even branching out into search marketing/adv is a step toward where the agencies would like to dominate (or at least dream of it in most cases). Thanks again for contributing and letting everyone know about how you look to move forward. Good luck and I hope to see you at some point soon, yes.... perhaps in NYC! Malcolm:
Thanks for the thoughtful and detailed reply. I am much more clear and perhaps others are too. I find myself mostly in agreement with you and now see things more clearly — in that companies like Brian Littleton’s Shareasale are not fully taking advantage of their being so focused. As you point out, you’ve done well “sticking with your knitting” within the niche while others (and this holds true in the States) compete w/ larger agencies. Merger & acquisition activity drives this trend. As companies like Performics and to a lesser degree Linkshare diversify the complete service set (offered by sister companies) things change in the eyes of agencies. Even branching out into search marketing/adv is a step toward where the agencies would like to dominate (or at least dream of it in most cases).

Thanks again for contributing and letting everyone know about how you look to move forward. Good luck and I hope to see you at some point soon, yes…. perhaps in NYC!

]]> By: Malcolm Cowley http://www.jeffmolander.com/uncategorized/whats-behind-buyats-affiliate-marketing-globalization-strategy/comment-page-1/#comment-39 Malcolm Cowley Thu, 06 Dec 2007 00:23:50 +0000 http://www.jeffmolander.com/strategies/whats-behind-buyats-affiliate-marketing-globalization-strategy/#comment-39 Hey Jeff Glad to have caught some attention. Just for the record my title is President of buy at, Inc which is the new US subsidiary we have set up. On the agency side I was talking more about the Ogilvy's and Avenue A’s of the world when I was quoted as opposed to the companies you mentioned. The UK market is a far more transparent place these days and the channel has lifted up a fair few notches due to the involvement of these types of agencies who control most if not all off the online and sometimes the offline spend of the major brands in the UK market across all areas , search , email , display and affiliate. Concentrating 100% on being a leading affiliate marketing network as opposed to trying to be a pseudo competitor to those types of agencies has enabled us to sit at tables and have transparent mature conversations about how our channel fits into the overall online mix. I agree with some of your other comments around incremental sales and over time I am sure you will hear of some of the initiatives that we lead US brands into under the overall banner of affiliate marketing. In the UK the channel has matured so much that there are many brands now looking to move significant money into the affiliate channel from other online channels such as display. The affiliate channel is definitely changing and buy at, Inc will be looking to lead from the front bringing over our experiences where applicable to help foster some of the positive aspects of that change we have witnessed in the UK market - 2008 is going to be an exciting time for the performance space. You referenced a major European player in your commentary - note their success does not include the UK market. The UK market is a highly competitive one for networks and the constant battle for market share has led to increased development on all levels from technology through to compliance to help increase confidence in the channel leading to an increase in budget being spent in the channel vs. other online media. At buy.at we spent 2/3 years researching the US affiliate landscape before setting up shop it was not a rushed decision and many US trips and illuminating conversations were had. It was this planning and knowledge that enabled us to secure our first headline grabbing client which is a key milestone and early indicator we are not here to "play". The UK has battle hardened us and we have not only survived but risen up to become the largest independent affiliate network. I think we have a little more pedigree and certainly a lot more bite than those "Europeans" whose footsteps we are following in. I look forward to meeting up soon for more debate Best Mal Hey Jeff

Glad to have caught some attention.

Just for the record my title is President of buy at, Inc which is the new US subsidiary we have set up.

On the agency side I was talking more about the Ogilvy’s and Avenue A’s of the world when I was quoted as opposed to the companies you mentioned.

The UK market is a far more transparent place these days and the channel has lifted up a fair few notches due to the involvement of these types of agencies who control most if not all off the online and sometimes the offline spend of the major brands in the UK market across all areas , search , email , display and affiliate.

Concentrating 100% on being a leading affiliate marketing network as opposed to trying to be a pseudo competitor to those types of agencies has enabled us to sit at tables and have transparent mature conversations about how our channel fits into the overall online mix.

I agree with some of your other comments around incremental sales and over time I am sure you will hear of some of the initiatives that we lead US brands into under the overall banner of affiliate marketing. In the UK the channel has matured so much that there are many brands now looking to move significant money into the affiliate channel from other online channels such as display.

The affiliate channel is definitely changing and buy at, Inc will be looking to lead from the front bringing over our experiences where applicable to help foster some of the positive aspects of that change we have witnessed in the UK market – 2008 is going to be an exciting time for the performance space.

You referenced a major European player in your commentary – note their success does not include the UK market.

The UK market is a highly competitive one for networks and the constant battle for market share has led to increased development on all levels from technology through to compliance to help increase confidence in the channel leading to an increase in budget being spent in the channel vs. other online media.

At buy.at we spent 2/3 years researching the US affiliate landscape before setting up shop it was not a rushed decision and many US trips and illuminating conversations were had.

It was this planning and knowledge that enabled us to secure our first headline grabbing client which is a key milestone and early indicator we are not here to “play”.

The UK has battle hardened us and we have not only survived but risen up to become the largest independent affiliate network. I think we have a little more pedigree and certainly a lot more bite than those “Europeans” whose footsteps we are following in.

I look forward to meeting up soon for more debate

Best

Mal

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