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No longer is the focus on mass affiliation. Instead, the focus is on quality rather than quantity. Today, affiliate managers would rather focus on the active affiliates providing them with much more personalized service. These affiliate managers have to monitor and police affiliates to make sure they are in compliance with the company’s policies and procedures, are in compliance with spam policies and legislation, and are not doing anything to damage the merchant’s reputation.

Program management is another area that has changed quite dramatically. In the olden days, a merchant would provide access to banners through its extranet, and there was little communication between the merchant and the affiliates. Today program management is critical to the success of an affiliate marketing program. Merchants have a person or a team responsible for “feeding” the affiliates new material, new techniques, and new ideas to increase their business.

Today we have an increasing number of smart Internet marketers who are in it for the money. They are good at what they do, enjoy doing it, and are looking for great affiliate marketing programs with great products, a great compensation program, and great affiliate managers providing them with great tools and service to do what they do best.

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