“ Sloth in affiliate marketing is becoming too comfortable with the status quo ”
“ By resisting the allure of vanity metrics , affiliate managers can build more robust and sustainable programmes with partners that aren ’ t trading off price to gain visibility ”
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INSIGHT
1 . LUST : THE ALLURE OF MISGUIDED DESIRES
We ’ ve all been there … when we ’ ve coveted what we think our competitors have . While I ’ m all for looking at the competitive landscape , I caution those reading not to get caught up with vanity metrics that make no sense for you .
Prioritising the performance metrics that align with your own overarching business goals means you ’ ll naturally shift your focus towards quality partnerships , emphasising conversion rates , customer satisfaction and long-term value .
By resisting the allure of metrics , affiliate managers can build stronger sustainable programmes with partners that really matter and not trade price for visibility .
Practical advice : To combat lust , conduct a thorough competitive analysis , but use this information to differentiate rather than imitate . Establish criteria for selecting affiliates that truly align with your brand ’ s ethos and strategic objectives . Remember , it ’ s not just about being everywhere your competitors are , but about being where it makes the most sense for your brand to reach your target customers .
2 . GLUTTONY : THE PERILS OF OVEREXTENSION
Understanding gluttony in the context of affiliate programme management has to be categorised as the temptation to take on too much , leading to personal burnout and partner inefficiency . It ’ s also characterised by an excessive indulgence in partnerships or campaigns without considering strategic fit or capacity to manage effectively .
This leads to a frothy mindset in affiliate programmes with partners swamped and unable to keep up with traffic demands .
Practical advice : Prioritise quality over quantity . Assess each potential
“ Sloth in affiliate marketing is becoming too comfortable with the status quo ”
partnership ’ s value and fit with your overall strategy . Implement effective time management techniques and set realistic goals to avoid work overcommitment .
3 . GREED : THE OBSESSION WITH GETTING MORE
Greed in affiliate programme marketing can overshadow the value of nurturing existing partnerships . It ’ s the insatiable desire for constant acquisition of new affiliates to grow a successful programme .
The issue here is that quality outstrips quantity . When you focus on greed it ’ s at the cost of strengthening your current relationships . This can directly impact the bottom line as you run the risk of mature affiliates gravitating away while you ’ re chasing the new shiny partners to onboard and nurture .
“ By resisting the allure of vanity metrics , affiliate managers can build more robust and sustainable programmes with partners that aren ’ t trading off price to gain visibility ”
Practical advice : Allocate time and resources to engage with and grow existing partnerships . Regularly review and optimise these relationships , seeking ways to add value and deepen collaboration . Often the most significant growth can come from within your current affiliate network .
4 . SLOTH : THE COMFORT OF COMPLACENCY
Sloth in affiliate marketing is becoming too comfortable with the status quo . It manifests as a lack of proactive strategy and failure to adapt to the evolving market creating new innovations .
With the advent of AI , if you ’ re not looking at this right now in your affiliate programme to assist partners to develop new strategies and learn from campaign performances you ’ re lagging behind .
Practical advice : Continuously monitor market trends and try new tools and tech to find economies of scale accordingly . Stay proactive in seeking diverse partnerships and exploring new market segments . Encourage a culture of continuous improvement within your team .
5 . WRATH : NAVIGATING EMOTIONAL TURBULENCE
This sin involves reacting emotionally to setbacks , leading to rash decisions and
98 • ISSUE 94 • iGB AFFILIATE LONDON 2024