Firms wishing to make best use of affiliate marketing are being advised to be "nimble, cooperative and accessible".

According to Kerri Pollard, vice president of affiliate marketing network Commission Junction, affiliate marketing can be cost-beneficial for advertisers as publishers do not get paid until a lead is generated or transaction made, reports the Online Magazine of Media, Marketing and Advertising (OMMA).

However, Ms Pollard warned affiliate marketing has become more complicated in recent years.

As audiences have become increasingly diverse and are using the internet in different ways, she claimed publishers and marketers must carry out more research and analysis into making sure they are able to target their key customers.

She added that advertisers also need to be open to change, as "to attract the right consumers, they must meet the needs of the consumer".

Writing on PowerHomeBiz, Laurie Raphael advised webmasters to set up affiliate marketing schemes with products they are already familiar with in order to maximise the chance of a return on investment.