72 Kilowatts Internet Marketing

When are Talking Points Just Talking Points?

In trying to organize the NY Affiliate Meeting on July 28th, I’ve ended up speaking quite a bit to Mellie from ABW.  She is co-chair of the event, and a valuable friend and co-planner to have.

She raises an interesting question here in regards to the Performance Marketing Alliance, and how it has been some degree leveraged during the initial debates on the direction of that group, it’s validity not withstanding.

First, I would wonder if it is too late for affiliates to do anything about the tax.  We plan on having an attorney at the July 28th meeting, if just to answer questions and shed some light on what we NY affiliates might be able to do as far as incorporating elsewhere, etc.

Second, as is the case with all political things, it’s an excellent way for the PMA to start some “patriotism” and chest thumping.  It’s a very emotional issue, with difficult decisions being made (STILL!!!) by merchants, scrambling being done by NY affiliates, and most networks quietly sitting in the background watching it all happen.

So it makes great fodder for speeches and what have you.

But is it just a talking point?

It’s likely that other states (though not guaranteed) will wait for the fall out of the Amazon and Overstock Lawsuits before committing to passing similar legislation.  At the same time, you can bet that pens are flying in several state capitals, perhaps with even broader strokes, preparing to pass their own presumptive nexus ruling based on the SPECIFIC outcome of the New York State lawsuits.

So is there time?  Or do moves in other states need to be made now?  And is the PMA serious about addressing this issue..  Only time will tell as the FAB etc fleshes out.

Tags: organizing affiliate marketing, Performance Marketing Alliance

An Open Letter to the Affiliate Marketing Industry Leaders

Generally speaking, I would post something like this at Abestweb, but I feel in this case, because of the nature of my comments here, that wouldn’t be appropriate.  And again, in posting it here instead, it will be seen by MANY less people, and might give some people the impression that I don’t want it seen there.  That isn’t true either.

As one man, with a modest background in affiliate marketing, and without the resources, information, and full range of knowledge that many in this industry are privy to, I don’t pretend to have all the answers, nor do I even know all the right questions.  But here goes.

The time has definitely come for those that have positions of authority in this industry to check their egos at the door, and either back the PMA, or start an organization that they feel will make sense.   We can’t afford all the chest thumping that is going on presently.

With merchants setting commission levels to zero whenever they feel like it, OPMs using predatory practices to recruit and bolster their coffers and standing, affiliates casually and repetitively ignoring network and merchant terms and conditions, and networks just sitting by watching it happen, this industry is in trouble.

Yes, it’s been going on for years.

Now, however, it has been brought to the forefront by people speaking at conferences, spewing out truths, half truths, and negative spins.  We need look no further than the last Affiliate Summit, or the most recent Internet Retailer conference.

Our industry is deeply fractured, both ideologically and in organization.  Due to how some people feel about “community A”, they won’t post there.  Due to how the others feel about “community B”, they won’t endeavor to post there either.  And that list goes all the way to “community ZZ” I’m sure.

In part, that’s the nature of the internet, and has little to do with our industry in particular.  At the same time, we’ve all failed to appropriately communicate to the outside world what affiliate marketing should actually be about.  Buried in all the rants, the slanders, and the self promoting clap trap that gets penned on the net each day is a strong message.  A good core.

But it’s so far buried beneath our own self importance that no one will ever see it except ourselves.

So my request to all of you that have sway in this industry:

Lower your ego and your guard.  Lock yourselves in a virtual room or a real one.  And get this thing done.

Whether each and every affiliate, from the stay at home Mom to the Pepperjam’s of this world, realize it or not, we are all counting on you.  The NY tax was just ANOTHER in a myriad of reasons to show that this industry needs a collective voice, and a collective dialog.

We will never all be moving in the same direction, with the same set of ethics, values, and goals.  At the same time, we need to task our leaders with developing a framework for the outside world to see, and we need to do it fairly, openly, and honestly.

Now get to it.

Tags: organizing affiliate marketing, Performance Marketing Alliance