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What the affiliates say
 

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 What the affiliates say Presentation Transcript

    • 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