It is important to me, and FatWallet that we focus on long term mutually beneficial relationships. Missy: In your opinion, what are some of the biggest hurdles facing affiliate marketers right now? Tim: Affiliate marketing is challenged by the view of it being a “second class citizen” in many corporations, despite being the most measurable and highest ROI methods of customer acquisition and retention. Because it is still relatively new, it often isn’t understood by some folks in the “C suite” and dictations are made without understanding the implications. Missy: So how does a company go about doing affiliate marketing “right”? Tim: The key to doing affiliate marketing “right” is to understand the value of a customer, finding affiliates that understand what customer you are looking for, communicating that clearly, and compensating the affiliate for accomplishing the goal you have set out to do. Missy: What is the biggest piece of advice you would give an affiliate just starting out? Tim: Don’t get wrapped up in the “turmoil” of the day. Look for your opportunity to serve a customer, find the right business case and start it. If it doesn’t work the way you want, don’t waste a lot of energy complaining about it. Find the fit that works… the answer is out there! Missy: What do you see as the 3 trends affiliate marketers should have on their radar in the next few months? Tim: Mobile, offline integration, technology. Missy: What is your vision of affiliate marketing 5 years from now? Tim: I see increased transparency, and reduced feedback time. Companies will need to have deeper integration of their affiliate marketing program with their core business processes. Missy: Let’s break it down personal here. What are some of your other passions other than affiliate marketing? Tim: I’ve had a long term love/hate relationship with golf. I love the challenge of taking on something you can never truly master. I stopped playing for a couple years due to a thumb injury. A few years ago, I started playing again and became an investor in the golf course right behind the office.
6 | JANUARY 2009 | FEEDFRONT MAGAZINE
I see my passion for business in general, not just affiliate marketing. I am certainly a student of the game – something that can never be mastered. One of the most rewarding elements for me is that I know that I’ve helped create great jobs for great people. Missy: OK – now really personal. Tell me something about you unrelated to the internet, that people would be surprised to know. Tim: I don’t consider myself a thrill-seeker, but so far this year I have taken part in a zero gravity flight, a mock air combat mission, and plan to try bobsledding in December as part of a group I belong to called Maverick Business Adventures (www. maverickbusinessadventures.com). Missy: Check you out Mr. Daredevil! Now give me the skinny. What do you really want to do in the future, outside of FatWallet.com? Tim: Wow, I have no idea when that time will come. It isn’t on any timeline that I am aware of! I don’t think I could be satisfied if I wasn’t constantly learning and helping people live better lives. I have found that creating jobs is one of the most satisfying results of starting FatWallet. Missy Ward is the Co-Founder of Affiliate Summit, Co-Editor-in-Chief of FeedFront Magazine and blogs at MissyWard.com