Web Affiliate Marketing Blog

The third part of my “Meet The REAL” interviews sheds light on the often cloudy world of Agencies. Fiona (aka Playboy Bunnygirl March 2008) from Equator, or Eq8r, tells us how she stumpled into the affiliate world, and gets educated on Microsoft & Google…

How did you first hear about Affiliate Marketing?
After graduating from a Marketing honours degree, I started at Equator in June 2006.  My studies had covered some elements of online marketing, mainly banner advertising, however my introduction to affiliate marketing began after starting with Equator.  Tara Moar, our senior affiliate manager, had been working in the industry for over 3 years at this point, and it was her in depth knowledge and skill set across affiliate management that enthused me to learn more about the channel.  Her experience across a number of industries, including travel, retail and finance was prevalent and the dedication and passion came through in her training to me. 

I went to my very first event in Glasgow a couple of weeks after I started, closely followed by one in Newcastle – I was initiated by Warrick and Hayley from Buy.at with the most disgusting shot I’ve ever had… And the rest they say is history!

What has been your career track and did it help your prepare for your current role?
My career in marketing roles began as a Marketing Assistant at Glasgow Caledonian University; this led me to Equator as online marketing exec.  After a few weeks I fell in love with affiliate marketing which led me to my current role as Affiliate Manager!

My time with the GCU involved utilising various marketing channels to attract both students and employers to explore the services of the University.  Much of this involved developing the areas of the University website, editing and processing adverts onto the online database, and working with the technical team to ensure functionality was more than sufficient, giving me an insight into the importance of the backend of a website.  Media planning and buying obviously relies heavily on the website traffic is being driven to, and the creative design is equally important – ensuring the right kind of visitor is sent to our clients’ site, something which is equally transferable to the success of an affiliate programme. 

I have a fair amount of experience in brand building as well as re-branding; this has stood me in great stead for understanding the importance of brand recognition, something which translates effectively into affiliate programme management and understanding exactly what drives our partners to promote our campaigns.  

As well as developing my skill set from a practical perspective, my experiences have allowed me to develop my relationship building skills – something which is key to being a successful affiliate manager.  I also have experience in organising events and this has given me a fantastic insight into the world of networking – believe it or not, a room full of affiliates is very daunting the first few times you do it, even more so from agency side – you think no one likes you!  It’s now one of my favourites things about my job!

Would you ever consider moving over to the dark side and becoming an affiliate yourself one day?
I can honestly say no!  I have the utmost admiration for affiliates and what they do for a living – working in this industry has given me the opportunity to meet some of the most hard working and dedicated individuals I’ve come across.  The industry is at the point now where I think it is very difficult to just start up and make it a success; there are so many great affiliates out there who are so very good at what they do, it’s extremely competitive.

Me being an affiliate would be crossing one of those ‘blurry lines’ in the industry.  Tara and I have talked this subject to death, but as an affiliate manager I think that a part of my job is a lot about trust.  I’m not only talking to my clients on a regular basis about their strategies, but also our affiliates too.  In order to make our partnership a success I am given a lot of information that helps both parties ultimately make money.  If I was to decide to go and use this for my own personal gain I think it would be unethical.  Of course there are some circumstances where it would not be seen like this; Clarke from POR springs to mind, his approach to running a network whilst still being an affiliate is what has made it accepted – he is completely transparent about his activities and is well respected as a result.

Sat in a pub with your friends, how would you describe an average affiliate?
About 5ft 10, male….  I jest…

I think there is a stereotype of your average affiliate, same as there is for an affiliate manager at an agency I guess, and they are often very far from the truth!  In all seriousness, I would describe an average affiliate as approachable and determined.  You sometimes have to keep chipping away at a relationship with an affiliate, but it’s well worth it in the end.

What merchants do you manage, personally, or as an agency on the whole?
We have 3 affiliate managers at Equator, and between us we run the following affiliate programmes:

As a full service agency we have a wide range of clients, including DFDS Seaways, Elegant Resorts, Visit Scotland, Highland Spring and Scottish and Southern Energy.

What are the biggest changes you have seen since being involved in the industry?
The level of professionalism.  I think the attitude of many affiliates have changed – this isn’t just a bit of fun, it is a serious business and there is huge potential for growth.  Also things like the Expo and a black tie awards ceremony have done wonders in showcasing the industry as a profitable channel for many merchants and educating people how best to approach a number of areas for success.

Of course there are still lots of opportunities to have fun – without that the industry just wouldn’t be what it is!

In an ideal world with no boundaries, what issue would you address first in the affiliate marketing world?
Fraudulent activity.  As much as we try and tackle it with the networks just now, some things inevitably slip through our radar and it can be very frustrating.  It often feels like you are chasing your tail – as soon as we work to get rid of forced clicks or something, another issue crops up.  I’d love to be able to know what the next ‘black hat’ thing is so that I can try and prevent it as opposed to react to it.

How reliant is the internet on Google and is it a good thing?
Very.  Google often paves the way of others and whilst most industries or sectors have a market leader, their share is quite unhealthy.  It needs someone else to really step up to the play and make a difference.  If Microsoft are successful in buying over Yahoo! I think it has the potential to have a massive impact on Google’s share; but it depends what they decide to concentrate on, it may be other aspects of the portal as opposed to search.

In 3 years time, how do you think the industry would have developed?
I’ve seen huge chances in the industry since I started at Equator, and that was less than 2 years ago – it’s a really difficult thing to try and predict.  I think it can only get better though; with professionalism growing we should see more merchants take the channel much more seriously.  Hopefully events will continue to be as great as they have been the last couple of years :)

Complete this sentence in no more than 25 words;
At the next A4U Expo I would….
Love to be there but I will be in Florida (it was booked before the dates were released!!)

Now its time for some quick fire either or….

Wembley or Twickneham
Wembley

Risotto or Roghan Josh
Risotto

Hardcore or Winebar
Hardcore

Bill or Sergey
I don’t even know what this means!!!
They are 2 people who built rather large companies Fi! ;)

Burn It or Recycle It
Recycle It

2 Wheels or 4 Wheels
4 Wheels

Hotel with Spa or Backpacking
Can I say both??

XBox or PlayStation
PlayStation

Sun or Snow
Sun

Frank Sinatra or Snoop Snoopity Doggity Dog
Frank Sinatra

Thanks Fiona!