Following on from yesterday’s post I began thinking more about the possibilities of affiliates utilising shortURLs and what a tremendous opportunity it could be. This opens up the possibility for affiliates to advertise both online and offline and increase conversion by cutting out a step in the process. However at the same time it also opens up some transparency issues for merchants.
Let us examine a potential scenario. An affiliate could advertise a specific product or merchant to an offline audience, for example advertising by handing out fliers at a gig. The affiliate could include a shortURL that redirects via their unique affiliate link to the merchant site. Of course they can do this currently but they would need to drive traffic to their own site first, thereby increasing the opportunity of leakage.
Merchants view affiliates as individuals who are able to extend their reach and this is an example of how this can be achieved. However it does also pose questions. There would be no referring URL so the merchant is losing transparency of how and where they are being promoted.
Additionally it could lead to allegations of cookie stuffing. We’re all familiar with the Rickrolling phenomenon, could similar accusations take hold?
Like many things in affiliate marketing, I can see a lot of potential for both incremental sales and abuse. How we are to maximise the former whilst protecting against the latter is the key.
Interested to hear the ideas that this may lead to…
