Some affiliates do practice Black Hat, but most are appropriate – the risk of trusting a brand to an unknown affiliate still exists. Non-US affiliates might be even riskier; these affiliates might not be able to understand product/culture completely and not subject to US laws.
- Simple product which is easy to understand
- B-to-B is possible, if the product or service can be explained concisely (small business web site is a good product for affiliate marketing, BMW or St. Jude Medical is not)
- Dell is selling certain server software (quite expensive) via affiliates, and it is very successful (e-commerce function is needed)
- Lead generation on affiliate network is not that effective
If the company is interested in affiliate marketing, the company needs:
- Easy to understand e-commerce product
- Sufficient amount of collateral (particular button-type creative)
- Understand costs (affiliate network include costs, commission should be as good as other merchants in the industry, or, ideally, better). Some companies forget to include some affiliate network costs
- Affiliate manager – a person who has time and knowledge to manage affiliates
http://feedfront.com/ Official magazine of affiliate summit
For B-to-B smaller networks can be better – smaller networks also can educate marketers new to affiliate marketing.