BizSugar.com › Online Marketing › Affiliate is Not a \"Marketing Channel\" and It\'s Important to Grasp

Instead of having affiliates compete with the brand’s own marketing efforts, have them complement what you do by levering their strengths and expertise. But to achieve this is it is integral, to first (a) understand affiliate marketing’s true place in your marketing mix, then (b) diversify your affiliate base tapping into the various marketing channels used by different types of affiliates, and (c) ensure that your relationship is structured in a way that they complement your own marketing efforts.