Affiliate marketing program types
Content providers share similar point of view on one-to-one and one-to-many affiliate programs and on affiliate networks. Their perceptions are summarized in the following table:
|
Affiliate marketing type / case |
Case I |
Case II |
Case III |
|
One-to-one |
Higher commission Low automation |
Higher commission Risk of deception |
Better conditions Low automation |
|
Advanced automation | |||
|
Affiliate networks |
High level of automation Lower risk of deception |
Low commission Lower risk of deception |
Low commission |
Content providers value one-to-one programs, because these are able to bring highest revenues. They are nevertheless harder to control and administer and also only available to bigger websites. On the other end, affiliate networks provide necessary infrastructure and easy management, but also take part of the earnings so that commission from such programs is lower. These findings correspond with the theory (Oberndorf, 1999), although in case of the interviewees, the main motivation to prefer one-to-one programs was price.
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