INside Performance Marketing
Jason Dale - Affiliate Blogger and a4uAward Winner 2010

Jason Dale - Affiliate Blogger and a4uAward Winner 2010

After being in attendance at recent a4uAwards, what did you make of your 2010 awards experience?

The Grosvenor Hotel venue was amazing and, for me, possibly the a4uAards 2010 was the biggest indicator since the first a4uexpo to just how much AM has changed over the years. It is a slicker and more corporate machine and the "good old days" are not coming back, but it doesn't hurt for us old timers to embrace change just a little and try to get involved to celebrate what's good in our industry.

I thought it was an exceptional event and it was great to share the experience with the likes of Kieron, Ray, Elaine, Dave, Malcolm and of course Jude on what I'd call an "old school" affiliate table.

How does it feel to get much deserved recognition for your blog, onelittleduck.co.uk?

Emotional! It's been brilliant and it's been nice to hear and read some of the comments from people in the industry about OLD winning.

It was great to be nominated for the last three years but winning is a pretty good feeling, albeit it was very scary going up to collect the award. Obviously as it's a community award and voted by people in the industry that makes it even more special - so thank you everyone who did vote.

Why aren't more Affiliates blogging?

I think UK affiliates don't blog so much because of time and also because there's often little in it for them financially. Blogging good content about the industry or what you're doing can take time and it can be quite hard to maintain personal interest and quality over a long period, especially if you're only doing it for free or fun or it's cheaper than therapy.

I also think UK affiliates tend to be a lot more reserved about what they're doing or aren't too keen on venturing an opinion. They don't want to reveal too much information or potentially upset a working relationship. Even with OLD there's a consideration of "do I want my competitors to know this" or "will that upset xyz if I post it" (honest 'guv).

It'd be nice if more affiliates did blog, but it can be hard work, especially when thinking up "what to write" and on saying that I'd love more people to email me general information about what they're doing for an honest overview - as it helps keep things ticking over.

Where's the debate going to be for the remainder of the year in AM? What do you think about this topic?

Split commissions is probably going to be at centre of debate for the next few months. It'd be interesting to see how this will progress the industry. As I see it it's being looked at by some to simply reward affiliates who lose out on last click. My response to that would be look at why they're losing out and deal with that issue. That means actively encouraging the use of voucher codes and or price comparison content units to reviewers/content writers plus removing the use of "click to see code" mechanisms full stop.

Splitting up commission to help sites missing out on sales they've influenced seems to be the most complicated pathway. If Site X can do 90% of a presale, then why not find that site the tools to go the extra step?

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Chris Johnson

Chris Johnson

Content Director for PerformanceIN. Based in Bristol & London.

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