Today my main focus was on presenting a model for affiliate modelling to a company I have worked with for many years. They have a product which has unique features which give it an edge, but have traditionally had a laissez-faire attitude to marketing, once saying to me that they relied principally on word of mouth by satisfied customers.
While this is a nice friendly way to do business, the big problem with this attitude is that it is very uncompetitive in the modern world. If there are competitors out their with alternative products that are getting a lot more publicity through affiliate marketing, then those products are going to grab the lion's share of new business. The growth of a company that is not effectively marketing their products is stunted. As a result, the competitors win and the customers end up with inferior products and may not even know it.
If a company has a good product it has a responsibility to the market to make sure that everyone knows about it, and one of the best ways to achieve that is through affiliate marketing.