What the affiliates say
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What the affiliates say

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The results of bigmouthmedia's 2010 Affiliate Survey, bundled with some affiliate insights, for a presentation at Technology for Marketing & Advertising in Earls Court, London, in March 2011.

The results of bigmouthmedia's 2010 Affiliate Survey, bundled with some affiliate insights, for a presentation at Technology for Marketing & Advertising in Earls Court, London, in March 2011.

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What the affiliates say Presentation Transcript

  • 1. What the affiliates say…
    2nd March, 2011
  • 2. Quick introductions
    I’m Andrew Girdwood
    Media Innovations Director at bigmouthmedia
    That means international digital marketing
    Also an affiliate
    http://about.me/AndrewGirdwood
  • 3. Why would we care?
    £4,500,000,000 in e-commerce sales in 2010 [Econsultancy]
    That’s about 9% of all online sales (~£55bn) [Capgemini]
    CPA has been relatively stable while CPM has been erratic
    Social media
    The expanded ASA remit
  • 4. Top affiliate verticals
    Retail
    Travel
    Finance
    Gaming
    Telecommunications
    Date: 2008
  • 5. The bigmouthmedia affiliate survey
  • 6. Which networks do affiliates like?
  • 7. Wait, does it matter...
    Most affiliates follow the programs; not networks – unless the network is really bad.
    72% of affiliates think there is a fraud problem in UK networks.
  • 8. What do affiliates want most?
  • 9. Improve your conversion
    Higher commission could well mean paying more for the same results.
    Higher conversion means;
    Improved ROI
    Happier affiliates
    A campaign that attracts more affiliates
    A campaign that indices affiliates away from competitors
    A growing affiliate campaign
  • 10. Communication!
    Grumble #1 – Not enough communication
    Grumble #2 – Too much communication
    This is really “too much off topic” communication
    Tip: Think about how affiliates communicate
  • 11. Creatives and Banners
    Display banners are not affiliate banners
    Keep banners up to date and be prepared to help produce banners for affiliates
    Tip: Tie the production of bespoke banners into a wider cross digital marketing campaign; ie, a social media push around a niche.
    Make sure affiliates know the appropriate use of banners in relation to ASA regulations.
  • 12. Junk banners are a drain.
    Costs more money to leave them in place than to take them down.
  • 13. Creative and Content
    “Creative” just not mean banners, though;
    Feeds
    These are important, often done wrong
    Content
    Can you write for affiliates?
    Can you provide them with timely press releases?
    Can you give them infographics?
  • 14. 76% of affiliates think they are better digital marketers than the merchants they work with – ouch!!
  • 15. Why is that?
    5 responders to the survey claimed to be making more than £50,000 per month on affiliate marketing.
    Top four opportunities identified by affiliates in 2010 where:
    Mobile marketing
    Location-based marketing
    Video advertising
    Augmented reality
  • 16. Weakness: Ad Exchanges
    46% of affiliates thought Ad Exchanges were out of their reach.
  • 17. Social media
    Let your affiliates know about any buzz, viral or social media campaigns you are about to run
  • 18. Warning: ASA regulations
    User generated content – out of scope
    Social media – in scope
    Content adopted by marketers – in scope
    Affiliates? – erm, um, probably shared responsibility
  • 19. The Future
    Brands thinking more about affiliates & ASA
    Affiliate networks challenged to be either
    Open and easy with their data
    Walled gardens
    General affiliates becoming bigger
    Niche affiliates becoming more significant in their niche
    This includes platform niches like AR or connected TV
  • 20. Thank you!
    Andrew.Girdwood@bigmouthmedia.com
    @AndrewGirdwood