Expedia on affiliate marketing in travel
July 05, 2012 | Hotel Marketing
While the affiliates might refer good leads at an expensive cost, merchants are fully aware that they get to keep the repeat business, and even if no sale is made they get qualified traffic for free - additionally helping the branding.
Building a credible business which attracts converting traffic is neither an easy, nor a cheap matter for most businesses. Content production and marketing costs alone can run into the tens of thousands of dollars for even a reasonably basic site.
If your investment hinges on the conversion abilities of another merchant, you are exposing yourself massively to that other brand.
Apart from the lack of influence in the conversion funnel, as an affiliate you are also losing (most of the time) the ability to market and remarket directly to your qualified leads – the people that have purchased a product previously after being through your site; aka your customers.
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