Yesterday saw the results of the affiliate census carried out by e-consultancy and Jess Luthi of Affiliate Program Advice.

The biggest thing that struck me is the huge influx in new affiliates over the last 2 years who have made almost nothing from their efforts. As an affiliate since 1999 This seems a little odd, but then I remember how long it took me to make my first sale through Amazon Associates. The landcaspe has changed a lot since then though. Domain names and hosting are cheaper, there is a wealth of information on online marketing, and the number of top brands that are open to promotion through this channel is enormous.

Assuming that the basic intelligence and motivation are there, what can be done to help develop this new cohort of budding affiliates?

Realistically it isn’t going to come from other affiliates, who mostly view these newcomers as competition. It wouldn’t happen in any other industry, so I don’t expect it here, although some affiliates are surprisingly open about the how-to’s of their success. The networks are also too busy dealing with the affiliates who ‘get it’ and there is litttle time spent developing new talent from that angle.

What is most likely is that the affiliate programme managers at the various merchants will take on the role of teachers for new affiliates. Skills in this area are surprisingly scarce, so the role is often plugged by affiliate management agencies such as my own. The ‘friendly affiliates’ on the UK forumes are more often than not in these roles. Characters like Paul Wright have an interest in making sure that anyone who attempts to promote their programs are successful.

Having seen the growth of other online channels in the UK such as email marketing, I would say that these channels come to maturity when formal training is available for those entering the industry. We are at a stage now with affiliate marketing that email marketing saw in around 2002. Many new players entering the field, and resulting in more formal regulation and the availibility of good training for newcomers to stem the tide of inexperienced cowboys that had threatened the industry at the time. It will be interesting to see who steps up to fill these roles in 2007.