Affiliate Marketing: Panel Dispels Five Myths; Offers Five Tips

During a session at last week’s Internet Retailer Conference in San Jose, Calif., a panel of speakers explained the reasons why the following five attributes are myths of affiliate marketing:

* Affiliate shoppers are undesirable. “Affiliate shoppers are wealthier, tend to have children in the home and skew older than the overall Internet shopping average,” said Stuart Frankel, president of Doubleclick Performics, an online advertising agency. He based his information on a recent Performics-sponsored affiliate insight study commissioned by ComScore Networks (see www.performics.com).