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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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9 Affiliate Marketing in Digital Age

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Hatice Aydın and Somayyeh Bikari

9   Affiliate Marketing in Digital Age

Introduction

In traditional marketing methods, the performance of marketing activities is observed through channels such as TV, radio, and magazine. The performance of digital marketing and marketing activities can be measured more accurately compared to traditional marketing methods. It is also easier to make more accurate decisions about marketing activities based on the measurement results. This is because with digital marketing, it is aimed to introduce brands and activities away from traditional media such as TV, radio, and magazine. To reach this fundamental goal, digital marketing carries out four action steps known as Acquire, Convert, Measure & Optimize, and Retain & Grow. These steps are aimed at attracting the customer’s interest in the environment where the sale is performed. Affiliate marketing, known as revenue partnership, is one of these activities (Altındal, 2013: 1–5). A revenue partnership refers to a product- or service-providing e-commerce party’s (i.e. advertiser’s) establishing partnership with an affiliate to provide visits, receive clicks, and perform sales in order to attract traffic to its own website.

Affiliate marketing is a general advertising model that is employed on e-commerce sites. In this ad model, a commission is got from the sales. In other words, an advertising partnership is established with the commerce site, and a commission is got in return for the products of the site sold. It is a preferred marketing activity when there is no...

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