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 »  Home  »  Affiliate Marketing  »  Mark's got his Eye on new world of affiliate marketing

Mark's got his Eye on new world of affiliate marketing

Category:  Affiliate Marketing

THE Holy grail of turning new technology into business success had eluded more than a few companies, but one Manchester-based firm is on the right path.

R.O. Eye launched into the brave new world of affiliate marketing in October, 2004, and after starting out with a staff of two the company had grown to 21 people and a projected turnover of £7.5m.

Director and founder Mark Kuhillow's career stated at Auto Trader, before he moved to MediaVest, were he was asked to establish the interactive arm before deciding to branch out on his own.

Mark says: "I'd always had a burning desire to go for it on my own, so I resigned to launch R.O. Eye.

"There were quite a few options in terms of people wanting to back the business. The big agency networks were interested, but they wanted 65 per cent. So I launched it on my own with a second child on the way and £20,000 in the bank, and started work with my colleague Colin Telford." Like all good ideas, the principle behind the business was simple. The growing field of affiliated marketing was dominated by technology companies who provided the know-how, but offered no marketing knowledge whatsoever.

New field

Mark's approach was to bring the expertise of the traditional marketing sector to bear on the new field of digital marketing.

He said: "We could see that affiliated market programmes were going to be a huge sector and at the time none of the other agencies were focusing on it.

"The networks were just technology companies with absolutely no marketing services so we decided to bring in agency methodology, such as dealing with clients, dealing with suppliers and executing marketing strategies. Basically, all the skills we already had and it seemed obvious to us that we had a good business model.

"We have created our own sophisticated planning tools in-house, but essentially we are a marketing services company that utilises other people's technology."

Mark's vision has paid off in spectacular fashion with R.O. Eye emerging as the leading affiliate management agency in the UK with clients such as Alliance & Leicester and Marks & Spencer.

However, with traditional advertising spending at an all-time low, the future may not be as rosy, but Mark remains upbeat.

"We are really well positioned," said Mark. "Everyone is going to feel it, there are no two ways about it. But advertising spend is naturally migrating towards digital because it's so much more accountable, and far more efficient."


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