It’s Not Either-Or: Branding and Performance Marketing

Would you object if a package of money landed on your office doorstep every month? Probably not, but that doesn’t mean it’s a reliable way to earn revenue. Yet this is how many companies used to treat their affiliate marketing channels. Upstart, pure-play e-commerce businesses that were unconcerned with their brand image or their affiliates’ behavior dominated performance marketing. As a result, brand perspective was largely overlooked or ignored in the majority of affiliate programs.