Research Question 2 Hew

How can the situations, under which affiliate marketing is efficient for content providers, be characterized?

2.1 How do you measure effectiveness of online campaigns at your websites? Why these?

Hints: Ad views, reach, click-throughs, CTR, CPM, CPA, CPS, conversion rate, effective frequency

2.2 Which revenue sources do you use at your websites? Why?

Hints: online advertising, subscription fee, syndication, per-unit charges, on-line sale of merchandise, affiliate marketing

2.3 How do you set pricing for advertising at your websites (e.x. PPI, PPC, PPA)? Is affiliate marketing the main source of revenue at these websites? Which type of pricing do you prefer?

Hints: time period, exposure, per response, per action (PPS, PPL, PPC), other...

2.4 What business models (main source of revenue) do you use at your websites? At which of them affiliate marketing is beneficiary? Why?

Hints: Brokerage (exchange, auction), Agent (selling, metamediaries, malls, purchasing, reverse auction, buyer cooperative), Online retailing

2.5 How do you attract visitors to your website? How do visitors enter your website? Do you use search engine marketing or search engine optimization?

Hints: Traffic acquisition, SEM, SEO

2.6 Do you use one-to-one or one-to-many affiliate programs? Which one do you prefer?

2.7 Do you use services of affiliate networks? Do you prefer them to programs offered directly by a merchant? Why?

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