BT Marketing
I recently read an article by Steve Smith published in Media Post’s Behavioral Insider that discussed the ins and outs of BT (behavioral targeting) Marketing according to Robin Neifield, the CEO of Netplus Marketing. As I was reading the article, I realized that the same elements that Neifield was identifying for BT Marketing … also applied to Affiliate Marketing. So, I thought I would share some of those concepts here and discuss the relationship it has with Affiliate Marketing.
When asked if he uses specific publishers’ programs or the networks, Neifield answered, “A little bit of everything, heavy up on the networks. They seem to work very well. We often use them in concert, not so often one at a time. We will often daisy-chain them.”
Now, that’s very similar to the affiliate strategies. However, let me point out a very common mistake that I’ve seen even the most seasoned affiliate marketing leadership stumble over. The definition of what a “network” is in affiliate marketing is not the same thing as the definition of “network” to virtually every other type of marketing. The other thing to keep in mind, is that the definition of “channel” in affiliate marketing is also different than “channel” in every other type of marketing.
When affiliate marketers talk about networks, they are speaking about a network that can hold many affiliate programs within it. The rest of the other marketers are talking about various types of advertising.
When affiliate marketers talk about channels, they are speaking about various types of advertising. Whereas the rest of the marketing world is talking about search channels.
You can sort of understand how these differences came to be when you consider that affiliate marketing companies did not focus on search marketing until more recently. Some still do not, but the affiliates themselves did. So, in some ways the affiliate marketing companies are having to catch up to the terms that their affiliates are dictating.
With that said, Neifield’s comments about TB marketing mixing in a little of everything in with networks, is speaking to various types of advertising all used in “concert” together … including search and PPC … and that my friends is what good super affiliates do.
You can read the whole article at Behavioral Insider.
 
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