Blue Barracuda Breakfast Club: Affiliate Marketing
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Blue Barracuda Breakfast Club: Affiliate Marketing

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Our Affiliate Marketing breakfast talk looked at how best to manage this channel of channels and address some of the common questions that come from having an affiliate campaign such as brand ...

Our Affiliate Marketing breakfast talk looked at how best to manage this channel of channels and address some of the common questions that come from having an affiliate campaign such as brand protection, voucher codes and new vs. repeat customers.

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Blue Barracuda Breakfast Club: Affiliate Marketing Blue Barracuda Breakfast Club: Affiliate Marketing Presentation Transcript

  • Demystifying affiliate marketing
    Ken Cheung – Head of Affiliate Marketing
  • Affiliates are a big opportunity
    Affiliate marketing increased to 38.2% in 2009 to reach £72.6Million (UK) (marketingweek May 2010)
    Econsultancy
    Jupiter Research
  • What is it?
    • Affiliate marketing is a commission based sales and marketing channel, commission is paid after delivery on specific pre-defined objectives.
    • Think partnerships.
  • Today’s typical affiliate
    • Professional
    • Organised Businesses (e.g. Econversions, Quidco, Nectar)
    • Generating hundreds of millions in revenues for major brands
    • Regulated (IAB)
  • Affiliate Marketing is multichannel
    PPC
    Price Comparison
    Voucher Code
    Loyalty/ Cashback
    New Technologies
    High Traffic/ Portal
    True Content
    Email
  • We need to gain control
    PPC
    Price Comparison
    What are you trying to achieve?
    Which affiliates are you going to use?
    How are you going to convert traffic?
    True Content
    Loyalty/ Cashback
    High Traffic/ Portal
    New Technologies
    Email
    Voucher Code
  • Control is key
    Controlling the quality of affiliates
    Allocating affiliate budgets
    Ensuring incremental value
  • Penetration online
    Conversion rate
    Brand/reputation
    Commission
    Consumer incentive
    AOV
    Price
  • ‘Data is the new oil’
    Gerd Leonhard
    "It’s only when you process oil that it demonstrates its value, and data is the same" MEC Richard Lloyd
  • Take a scientific approach
    Test and use data
    Plan with this in mind
    Take controlled risks
    Understand that cross effect
  • Key issues
    Should you form your own network?
    Should you use cashback sites?
    Are voucher codes evil?
    How do you protect your brand?
  • Your Own Network?
    Selecting and communicating to affiliates
    Paying affiliates
    Payment thresholds
    If you build it will affiliates join?
    What are you trying to achieve?
  • Cashback does it add value?
  • What is their role in the marketing strategy?
    Control consumer behaviour
    Tap into database
    Don’t make it a habit
    How does this fit with your own loyalty CRM
  • Voucher codes
    Source: Google
  • Value = Benefits/Cost
  • The Recession prioritises ££££
  • Size
    Email database
    Premium placements
    Timing
    Structure codes to communicate value
    Market share
    Consumer behaviour
  • Brand protection
  • How we will manage the Cashback sites
    www.quidco.com
  • How we will drive more value from the voucher code sites
  • Controlling the affiliates through T&C’s
    Control voucher codes / cash back sites
    Control PPC and Organic rankings
    Control PPC activity
    Control brand messages
    Encourage partnerships
  • Hide the voucher code box
    Banners and creative inventory
    Control affiliate approvals
    Incentivise high value affiliates
    Co-ordinate with wider marketing strategy
  • Adding value and experience
    Interactive widgets
    Improve conversion rate
    Enhance user experience
    Distributed to relevant affiliates
  • Leverage off data feed technology
    Provides smoother sales process for consumer
    Easy to setup
    Supports niche affiliates
  • Incremental sales
    5 Channels
    2 channels
    ‘Pure’
  • Thank you