Marketers looking to build an international presence through affiliate and performance advertising are in danger of damaging their brand reputations rather than building customer bases, industry experts say.

Speaking at this year’s a4uexpo Europe affiliate marketing conference event in May, Webgains CEO Robert Glasgow and Existem Affiliate Management founder Bruce Clayton will be cautioning Advertisers should be cautious how they use the affliate marketing channel if they don’t fully understand the strategy involved or the individual dynamics of the territories they wish to enter.

So say Robert Glasgow (CEO, Webgains) and Bruce Clayton (founder, Existem Affiliate Management), who will both be speaking at the a4uexpo Europe conference in Munich in May.

Their affliate marketing session, which is due to spotlight the pitfalls to avoid as well as tips for successfully adopting a cross-border strategy, will be one of many hands-on sessions focused on enhancing advertisers’ and agencies’ knowledge of the channel.

With emphasis on brand protection and successful programme management, this year’s agenda also includes sessions on the thorny issue of post view tracking, embracing and maximising incentive and voucher code affiliate activity to increase your basket, integrating aaffiliate activity with social media, mobile and video, as well the opportunities for online and offline convergence.

Matthew Wood, founder and organiser of the a4uexpo conference series, said: “Although territories may have their own local nuances, the key issues facing anyone wanting to develop their affiliate and performance marketing activity remain the same wherever they are based. This year’s a4uexpo Europe conference agenda will therefore explore pan-European issues as well as provide guidance about specific tools and techniques that everyone can incorporate to optimise campaigns and help to deliver increased sales.

“With even more advertisers now looking towards the channel for a cost-effective marketing option these days too, you can’t underestimate the sheer spread of expertise and knowledge of the a4uexpo delegate base alone for grabbing that priceless bit of advice or observation.”

The two-day conference, which takes place at the Hilton Park Hotel in Munich, May 18-19, features more than 30 different sessions – more information here.