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Blue Barracuda Breakfast Club: Affiliate Marketing
 

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