Lamont had started ROD (Return on Digital) Marketing a year ago as an independent marketing consultant and it was turning into the experience of a lifetime.  It’s not like he was new to the industry; he had worked successfully for a few bigger marketing companies before he made the move to his own shop.  But having the freedom to enact his own plan and chart his own course was the difference and made each day its own exciting adventure. 

There were cons, of course, to starting his own marketing consultant firm.  His friends, frankly, thought he was a moron for starting a business in the biggest recession in US history.  He was never huge on paperwork (which was now a startling daily reality) and the accounting was no fun either.  And the economy was a killer.  Many of his clients were feeling its negative effects and some had gone under.  They wanted him to do the impossible: drive more revenue to their businesses with less money.  Less money meant less money available to spend with ROD Marketing.  And he didn’t need to be reminded of a well-known statistic: 90% of small businesses fail due to lack of cash flow.  He didn’t want to be a casualty.

As he pondered ROD Marketing’s cash flow conundrum, he thought about his college marketing professor’s immortal words: “The purpose of business is to make money by doing what the customer wants.”  He knew that he was doing this through his consultant work, but wondered if there was another stream of income he could tap into.

A friend had mentioned affiliate programs.  If he had a product he believed in, he could recommend it to others and get money back from the company he brought business to.  When he had Googled “digital marketing affiliate programs” he found one that sounded enticing- ApWords.  By creating mobile applications (apps) for customers, he could earn 15% back from what they spent during their lifetimes.  “Imagine if I could get a stream of income of thousands of dollars a month just by giving my clients a tool that they will definitely need to compete in the 21^st century?  It was clear that everything was going to the device (including marketing to consumers) and some experts said that apps would be a $29B business by 2015.  Wow!”

Lamont completed the 5-minute mobile application affiliate program sign-up and then conferred with his customers about providing them with an app.  With the real-time coupons, notifications, and the “coolness” factor, branded apps were an easy sell to complement their marketing strategies.  He pulled out his laptop and began to input the information required to build the apps.  “This is sort of easy,” he mused as he inputted his client’s information into the on-line template.  Then he immediately downloaded the apps to his phone and sent them to his clients.  “Pretty cool, huh?” he texted them with the download link.

Lamont’s customers were excited that they had inexpensively gotten into the mobile application marketing game and could start distributing their very own apps out to their customers.  Lamont was excited when he received a check for a few thousand dollars by giving his customers what they wanted.  It was also refreshing to know that app affiliate program checks would arrive every month afterwards as well.  “Maybe old Professor Nelson knew what he was talking about after all!” he laughed.


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