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 protection, voucher codes and new vs. repeat customers.

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Blue Barracuda Breakfast Club: Affiliate Marketing

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

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