You don't want to cannibalize your affiliate program with your own marketing tactics. Keep in mind that affiliates drive a lot of their business through search marketing. If you are both competing on the same keywords, this can often cause issues. For example, if you don't want them to bid on your brand terms be upfront about this at the very beginning of the program.
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PepperJam, like Avant Link, take a very serious approach to affiliate networking and are not interested in sites who simply wish to make a few extra bucks on the side each year. Whilst their site is soaked in confusing techobabble (“cutting-edge affiliate techology”, “premier omni-channel consumer engagement”) the company’s aims are clear. They aim to make money, they aim to make their affiliates money and they aim to generate their merchants sales, and they work out the best ways of doing exactly that.