What the affiliates say

What the affiliates say…
2nd March, 2011

Quick introductions
I’m Andrew Girdwood
Media Innovations Director at bigmouthmedia
That means international digital marketing
Also an affiliate
http://about.me/AndrewGirdwood

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

Top affiliate verticals
Retail
Travel
Finance
Gaming
Telecommunications
Date: 2008

The bigmouthmedia affiliate survey

Which networks do affiliates like?

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.

What do affiliates want most?

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

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

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.

Junk banners are a drain.
Costs more money to leave them in place than to take them down.

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?

76% of affiliates think they are better digital marketers than the merchants they work with – ouch!!

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

Weakness: Ad Exchanges
46% of affiliates thought Ad Exchanges were out of their reach.

Social media
Let your affiliates know about any buzz, viral or social media campaigns you are about to run

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

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

Thank you!
Andrew.Girdwood@bigmouthmedia.com
@AndrewGirdwood

What the affiliates say

by Andrew Girdwood

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