Many affiliates do not have the traffic or the skill set to drive sales or leads for the merchants. Many merchants are under the illusion that they put out a program and affiliates will come en masse to drive sales and leads. Mass affiliation is on the way out and the focus on quality is now chic. It all boils down to the development of solid relationships. This has always been a key factor for a successful business.
Program management is another important factor.
In some cases, we manage programs and handle all relationship development. This was a natural outgrowth of our business. I think the biggest advantage we have is that we started at the bottom, walking in the shoes of the smallest affiliate. We understand all the trials and tribulations from both sides. We know the pain of the merchant and the frustration of the affiliate.