September 03, 2009

Catalog Choice: Affiliate Program

What are your thoughts about Catalog Choice entering affiliate marketing?

Most of my clients carefully analyze affiliate marketing relationships, and thoroughly understand the new customer / existing customer issue with affiliates. Hint: It's a good thing if you get at least 80% of your affiliate marketing business from new customers.

I mentioned to several people this week that 2009 is the most interesting year I've seen in Catalog Marketing in the past decade. In so many ways, the industry has been in a decade-long "multichannel" fog that is finally being exposed for not delivering unfettered profits. Business models are being dismantled, unpredictable alliances are emerging, and a deep split is forming between catalog tradition and survival/adaptation.

Where do you think the catalog industry is heading?