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Many talk “influencer marketing” these days. Many already fiddle with it. Some, however, end up focusing on the wrong types of influencers, sinking their influencer marketing budgets without reaping anything meaningful in return. This typically happens when a brand prioritizes an influencer’s reach and overlooks the longer-term opportunities that some of the other engagements may […]

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When you have a product or a service to sell, your primary marketing objective lies in finding the shortest and surest way to your customer’s heart. For years, marketing theorists have been analyzing and practitioners experimenting with an array of vehicles to carry the message from the advertiser to the end-consumer. Some ways have been […]

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There is no deficit of affiliate programs out there. Affiliates are being constantly bombarded by thousands of offers to promote and programs to join. Consequently, just as it was with consumers gradually going “banner-blind” so are present-day affiliates quickly developing what I call “offer blindness.” As a result, the farther we go, the harder it […]

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Many advertisers complain that the vast majority of their affiliates are inactive, yet very few put the time and effort into making activation easy. Over the years, as I have observed and audited various affiliate programs, I couldn’t help but notice a characteristic shared by the more successful ones – the ease of integration for […]

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Earlier this year, a TechCrunch article by Tom Goodwin noted: “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate.” As I read this, I felt a […]

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