Will Branding Take Over Internet Advertising?

[leadsupplier]

Thats my question in a nutshell...

As we all know huge companies have huge budgets. Not many of them focus on the internet right now as their main advertising place, but i mean when i think about it .. ultimately it seems like these places will eventually take over most of internet advertising. Many platforms are also embracing this by banning/bitch slapping affiliates.

To me it only seems logical that bigger companies will eventually focus more on internet advertising and affiliates are going to be left with scraps ...

Your thoughts?

 

[abrokenshingle]

Smaller and leaner independents will always adopt, and adapt to new technologies first.

It's the small guys building the market and proving its worth, that make the bigger guys interested in getting int.

If you take a few years off, the industry might look a lot different when you get back, but there will still be a space for independent players.

 

[vgeek]

Fuck Walmart.

 

[leadsupplier]

alrite not talkin mainly about walmart but my theory is that most big companies just don't have time to market online ... its not a big chunk of their business...

but i mean, what happens when they start focusing on it, it seems just to easy for them to crush affiliates

look at it this way, we operate on margins and performance. if we can't get leads or sales for under our commission rate.. we drop it, but if the advertiser doesn't give two shits about what they spend ... there no need

 

[guerilla]

but i mean, what happens when they start focusing on it, it seems just to easy for them to crush affiliates

The only way big firms can dominate a free market, is if they make the market less free, increase the barriers to entry, and lobby for government regulation.

Affiliates thrive on creativity and mobility. Those are exactly the two attributes big firms are poor at, because their size hinders agility.

 

[BigWill]

They used to brand back in the day but found out branding online just doesn't work the same I guess. They all disapeared in like 1999ish

 

[.Hack]

alrite not talkin mainly about walmart but my theory is that most big companies just don't have time to market online ... its not a big chunk of their business...

but i mean, what happens when they start focusing on it, it seems just to easy for them to crush affiliates

look at it this way, we operate on margins and performance. if we can't get leads or sales for under our commission rate.. we drop it, but if the advertiser doesn't give two shits about what they spend ... there no need

What do you mean don't have time. Any successful company has it's own division just for advertising.

 

[rgordon83]

alrite not talkin mainly about walmart but my theory is that most big companies just don't have time to market online ... its not a big chunk of their business...

Your theory is an awful one. Why do you think Ad agencies (namely interactive ad agencies) exist?

The truth is, it's often the mid sized companies that fall short in their online presence.
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To answer the OP, big companies have been branding online for many years and it won't take over what affiliates do b/c it's a different approach. Big companies increase their brand equity online through interactive experiences. The main goal is not for you to buy from their sites (for most brands), but to remember their brand next time you are in a store and pick their brand over the next.

Bud/Miller/Coke or any other major CPG (consumer packaged goods) brands do not sell their products to consumers directly. They sell to retailers who then sell it for them. So branding their product takes nothing away from affiliates. If anything, a well branded product will HELP affiliates sell it. (Why do you think diet campaigns use Oprah and Dr. Oz? They are piggybacking on those brands to build trust and sell their products).

The real question you need to ask is how big brands are changing the way people experience the internet (by making things TRULY "interactive") and how you, as an affiliate marketer, will adapt to those types of changes. What kind of unique (but still usable) experiences can you create to sell stuff? Then you can brand yourself as your own entity and move beyond landing pages...

 

[rgordon83]

What do you mean don't have time. Any successful company has it's own division just for advertising.

correction:

*most* successful companies have their own division for *marketing*

Advertising is a form of marketing. Many many companies use ad agencies for their advertising, but still have in-house marketing teams.

 

[nickycakes]

wow you have absolutely no grasp of the online advertising space. in any developing country where people don't use credit cards, everything is full of branding. as people start using credit cards more, online businesses take their place and the branded ads take the "scraps" as you called it (everyone else calls it remnant inventory). so...

short answer: no.






















long answer: noooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo.

 

[leadsupplier]

wow you have absolutely no grasp of the online advertising space. in any developing country where people don't use credit cards, everything is full of branding. as people start using credit cards more, online businesses take their place and the branded ads take the "scraps" as you called it (everyone else calls it remnant inventory). so...

short answer: no.

ok not just branding ... but advertising in general. we all know big companies have websites people can order from, so what happens when they focus more on selling online?

@.Hack .. i know this, i'm saying that online isn't a huge focus for them right now ... its still all about tv advertisements and traditional methods

 

[AffAholic]

ok not just branding ... but advertising in general. we all know big companies have websites people can order from, so what happens when they focus more on selling online?

why is it that whenever someone answers your question you reply with the same question again? it's like you NEED someone to post that the end is near.

So, to shut you up here you go.

THE END OF AFF MARKETING IS COMING WHEN BIG COMPANIES COME ONLINE. WE JUST CANT COMPETE WITH THEIR BUDGETS!! EVERYONE PANIC.

 

[jryan21]

 

[Flyboy]

Disregard branding, acquire currency.

 

[Garrett]

no. there is too much inventory

 

[miketpowell]

ok not just branding ... but advertising in general. we all know big companies have websites people can order from, so what happens when they focus more on selling online?

@.Hack .. i know this, i'm saying that online isn't a huge focus for them right now ... its still all about tv advertisements and traditional methods

Think of it this way, what is a huge focus for them? TV. Does that keep out direct response marketers? No.

 

[schockergd]

Look at how it's getting easier and easier for affiliates to do TV/Radio spots. If anything, advertising for small companies/individuals is getting EASIER not harder.

 

[dorian63]

Your theory is an awful one. Why do you think Ad agencies (namely interactive ad agencies) exist?

The truth is, it's often the mid sized companies that fall short in their online presence.
----------------------------------------------
To answer the OP, big companies have been branding online for many years and it won't take over what affiliates do b/c it's a different approach. Big companies increase their brand equity online through interactive experiences. The main goal is not for you to buy from their sites (for most brands), but to remember their brand next time you are in a store and pick their brand over the next.

Bud/Miller/Coke or any other major CPG (consumer packaged goods) brands do not sell their products to consumers directly. They sell to retailers who then sell it for them. So branding their product takes nothing away from affiliates. If anything, a well branded product will HELP affiliates sell it. (Why do you think diet campaigns use Oprah and Dr. Oz? They are piggybacking on those brands to build trust and sell their products).

The real question you need to ask is how big brands are changing the way people experience the internet (by making things TRULY "interactive") and how you, as an affiliate marketer, will adapt to those types of changes. What kind of unique (but still usable) experiences can you create to sell stuff? Then you can brand yourself as your own entity and move beyond landing pages...

QFT, well said.