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It's important for advertisers to think about the long tail within their affiliate marketing strategy, and possibly even more so in 2012 as publisher models have changed dramatically.
What was once considered an industry of people 'setting up shop' on their kitchen table is now a multi-million pound market as we have seen the growth of affiliate corporations which are set to continue to dominate the market.
While is big money to be made by affiliates due to the rise of voucher code sites and cash back sites as well as the more traditional content-led sites, there is still an abundance of smaller affiliates with a niche audience that brands can tap into.
Here are some tips on making the most of these long tail sites...
Over the past month I’ve read a great deal of trend forecasts and predictions for 2012.
They range from a renewed interest in advertising on mobiles to connected TVs, more creative thinking from marketers to the resurgence of email marketing.
But overall it seems the industry is in agreement over one key trend: online video.
Last year, YouTube surpassed Yahoo as the world’s second largest search engine. In the UK alone, it attracts 17m unique users each month, with each of these users spending an average of an hour on the site.
This makes YouTube a great place for marketers to be getting their message across. But the creation of a video is only half of the task at hand, attracting viewers is the other half.
YouTube Promoted Video Ads operate in a similar fashion to Google search ads and offer advertisers a way to draw attention to a video, gain viewers and channel subscribers, and eventually influence conversions.
Given the popularity of video and YouTube, here are a few suggestions of how to best take advantage of Promoted Videos.
Is Yahoo a media company, or a technology company? It's a question the company has long struggled with.
If you look at the recent appointment of former PayPal president Scott Thompson as CEO, you might suspect that Yahoo is aiming to be a technology company once again.
After all, Thompson was once PayPal's CTO, a VP of technology solutions at a Visa subsidiary and a CIO at Barclays.
But the fact that Thompson is a technologist doesn't mean that Yahoo is ditching its Hollywood connection, cemented during Terry Semel's reign, either. In fact, it's upping the ante with a deal that will see it distributing exclusively a new animated sci-fi series.
Zeebox, which only launched in October, brings a social element to watching TV by allowing users to see what their friends are viewing and then talk about it online.
It includes web functionality, as well as iPhone and iPad apps that combine a live TV guide with collections of tweets and status updates for each show.
It's been more than a decade since Napster sent the music industry into a tailspin, and record labels are still adapting to the digital reality they find themselves in.
For better or worse, the future of music is not the CD, and a huge recent milestone confirms what we have known for a long time: that it's largely digital.
Amazon's Kindle Fire was one of the hottest consumer electronics products this holiday shopping season. It was so hot, in fact, that according to investment bank Morgan Keegan, Amazon's new tablet may have displaced as many as 2m iPad sales.
And the Kindle Fire has company. Barnes & Noble's NOOK Color and NOOK Tablet devices are selling well, prompting speculation that the bookseller may spin off its NOOK unit after missing its sales targets.
Netflix has announced that its members have streamed 2bn hours of TV shows and movies in Q4 2011.
With more than 20m global users, this equates to roughly 10 hours of content per person.
Netflix hit the headlines in October last year after losing 800,000 subscribers in the US following the decision to split its postal and online streaming services, so the announcement is good news as it gears up for expansion into the UK and Ireland in Q1 this year.
John Watton leads the global marketing team for Expedia Affiliate Network (EAN), which provides private label solutions to the travel industry.
He is also a member of the judging panel for Econsultancy's Innovation Awards, choosing from this shortlist.
I've been asking John about encouraging innovation within companies, and what he will be looking for from awards entries.
Social video company Unruly has today announced a $25m round of funding as global online ad spend is set to reach $110bn by 2014 - and online video is predicted to be the fastest growing category within this.
Across the industry, social video campaigns generated 2.7bn views throughout 2010, more than 8bn in 2011 and this is predicted to grow to 20bn for 2012.
High street retailer House of Fraser has starting working with real-time attribution and tag management company TagMan to help it plan, implement and track online campaigns.
The company, which operates 63 stores as well as Houseoffraser.co.uk, says it plans to use TagMan's system to improve its marketing effectiveness.
It’s the time of year when lists are produced in their hundreds; wish lists, predictions and trends for 2012.
2012 is the year that marketers can affect change more than ever. The reality is that we don't always get what we want, sometimes we have to work that little bit harder to get it.
Here's my alternative list of 11 things that Santa will NOT be bringing you this Christmas, with some suggested further reading. Maybe it's a worth a glance over a glass of mulled wine.