Affiliate Marketing: Panel Dispels Five Myths; Offers Five Tips

1. Affiliate marketing is resource-intensive. Focus on partnering with key affiliates who are aligned correctly with your brand.

2. Measure your performance often; look at lifetime value, dollars given away in promotions, margin and loyalty.

3. There is minimal scale in affiliate marketing. Use your time wisely. From your online marketing portfolio, expect 5 percent to 20 percent of online marketing revenue to come from these programs.