Keys Areas in Affiliate Management

Posted on 19 March 2009 in Affiliate Marketing by Ronald Allan Marva, Affiliate

In my previous blog, I have discussed the current demand for affiliate managers. Now I would like to discuss what are the major responsibilities of an affiliate manager.

I prefer to segment Affiliate Manager's tasks into 6 different key areas of responsibilites:

    Key 1: Product Development                                            

  •         Improve/Develop Program Description.                                        
  •         Provide Compehensive Reports identifying SWOT of program/product.                                       
  •         Develop a deep understanding of successful affiliates and the competitive landscape.                                        
  •         Work with Product and Engineering to identify and document partner requirements to contribute to product roadmap.                                         

                                                
    Key 2: Relationship Development                                            

  •         Manage and maintain relationships with key partners to ensure that these relationships meet the strategic objectives for the partner.                                
  •         Responsible for implementing new processes and tools to streamline day-to-day affiliate management tasks and proactive communication with affiliates.   
  •         Proactively provide necessary strategic marketing assistance and technical assistance to your entire Affiliate base through frequent announcements and one-to-one contact with your program’s most valuable Super Affiliates.                                        
  •         Responsive to communications coming from the Affiliate base, providing expert advice and answers in a timely manner.                                        

                                                
    Key 3: Strategic Recruitment and Removal                                            

  •         Increase Affiliate/Publisher base.                                        
  •         Improve Search Engine Performance for key terms.                                      
  •         Secure the confidence of existing active Affiliates.                                       
  •         Effectively activate already joined, but inactive Affiliates.                                       
  •         Deter, discourage, and eliminate inappropriate/illegal Affiliate practices.                                       

                                                
    Key 4: Powerful Tools and Creatives                                            

  •         Provide more productive creatives to publishers.                                        
  •         Provide additional affiliate tools.                                        
  •         Work cross-functionally with Marketing, Product Management, and Sales teams to drive key business initiatives.                                        

                                                
    Key 5: Return On Investment (ROI)                                            

  •         Increase revenue performance, EPC, conversion, reversal ratio, average sale, etc.                                      
  •         Track, analyze and communicate key metrics and business trends as they relate to partner relationships.                                        
  •         Forecast and grow partner program profits and overall revenue contribution.                                        

                                                
    Key 6:Business Development Management                                            

  •         Explore business partnership and joint ventures.                                       
  •         Identify important partners through networking, conferences, news/blogs and 3rd party tools.                                         
  •         Oversee all aspects of partner development, including relationship definition, contract negotiation, technical implementation, and launch activities.

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