Jaco Meiring

Grubbygate

by Jaco Meiring

2007/05/03

Nick Robertson, CEO of the online fashion store, ASOS.com recently slammed some of his affiliates for “taking a free ride”. This is the quote that set off all the drama that followed, “Next year we’ll reintroduce affiliate marketing but as it should be, as opposed to affiliates as they were, there’ll be no silly commissions being paid to grubby little people in grubby studios growing income at our expense, getting in the way of genuine sales”
Read more about the controversy that has been termed Grubbygate here and here.

Shawn Collins even had a video response to Robertson's negative comments on Affiliate Marketing:

 
After reading these articles and watching the video the following points really stood out for me:
 
1). You MUST have an excellent relationship with your affiliates where you see them as business partners and assist them in marketing your brand - you will need a dedicated person for this.
2). The measurement and analytics of the affiliate system must be detailed and what is important to you and your business as far as measurements go must be decided in your planning stage and not as an afterthought.
3). If there is a problem, talk about it honestly and openly, like all conversations online...
 
Affiliate marketing is still one of the best ways to market your brand, if you plan and execute it correctly. Why? Because you only pay for results, but if you do it wrong you will pay for your mistakes.

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