Driving Traffic and Customer Activity Through Affiliate Marketing: Understanding and Addressing the Differences Between Affiliate Marketing in the USA

Driving Traffic and Customer Activity Through Affiliate Marketing: Understanding and Addressing the Differences Between Affiliate Marketing in the USA

Sarah Newton (University of Kent, UK) and Marianne Ojo (George Mason University, USA)
Copyright: © 2018 |Pages: 12
DOI: 10.4018/978-1-5225-2656-8.ch007
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Abstract

This chapter aims to contribute to the extant literature on Affiliate Marketing through promoting a better understanding of how differences in cultures and environments can be mitigated – as well as facilitating the awareness of how best practices within Europe and the United States could be achieved. Should influential and wealthy corporations be compelled to pay back taxes after having entered into agreements and investment with a foreign corporation? Whilst many applauded the recent European Commission's ruling with Apple, in the sense that sovereignty (from the European perspective) had prevailed in the ruling, many would also claim that interference with a national sovereignty – and a jurisdiction's already existing agreement with an investing partner also amounts to an infringement of national sovereignty. Clearly, greater clarity is required in reconciling jurisdictional differences – given lack of clarity - as demonstrated in the recent Commission ruling, which also serves as a deterrent for potential investors who are uncertain or have fear of the investing climate.
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Introduction

The Need for Academic Affiliates

The importance of involving academic affiliates in the ever-evolving models of affiliate marketing is not only necessitated by their potential to drive and facilitate higher levels of customer activity, but also through the need for greater innovative models which are able to respond effectively and correspondingly in today’s rapidly expanding environment of technological advances. The potential which can be harnessed through academic affiliates is to a larger extent, influenced by the following factors:

  • Their relevance, timeliness and applicability to customer needs

  • Their potential to serve as diverse channels of distribution within – as well as fora for promotion of targeted and affiliate products

  • Their ability to generate greater innovation possibilities – possibilities that product could be “innovated” further for end user/tailor made to better suit customers

  • Their potential to attract a greater range of audience

  • Interconnected linkages (not necessarily within the same area) promoted through their involvement – as well as partnering possibilities

  • Ease with which users can relate to products use through educational platforms and channels

The driving force behind the product’s success may not necessarily be connected directly to its content – but related indirectly to its brand, packaging and reputational factors associated with the advertisers or producers.

Is the target product the same recycled content derived from other sources – in terms of approach and appeal to customer?

Does it provide the solution or merely provides a glossy/attractive exterior in comparison to its interior?

Is it a classic/ blue print that will remain relevant for years to come?

What impact is its significance to society – fiction or fact? It also needs to also be highlighted that society sometimes find fiction more appealing to facts.

Matters of current/relevant global importance and concern – academic affiliates also provide greater avenues for promoting awareness of such – particularly to uneducated and uninformed parties.

This chapter also aims to highlight why even though compliance requirements and greater clarity is required in reconciling jurisdictional differences, many would also argue that lack of clarity and the recent Commission ruling to impose back taxes on Apple, also serves as a deterrent for potential investors who are uncertain or have fear of the investing climate.

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