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D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
D1p41630incentivised Traffickevin Edwards 1224503282171616 9
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D1p41630incentivised Traffickevin Edwards 1224503282171616 9

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  • Turned the relationship on its head – consumer becomes more demanding, expects cashback, sees relationship being with the cashback site, so responsibility for consumer experience is shared. Be aware of this when validating sales and declining transactions.
  • Benefit of reaching actively engaged members and can potentially beat competitors for consumers who are less certain about what they want to purchase
  • There are exclusions – Signet, Next
  • Threefold increase in sales from both cashback site, near perfect match in activity despite being run through two entirely different sites.
  • Set yourself a range and ensure you’re within it to allow margin for extra incentives or special promotions.
  • Set commission rates accordingly
  • Transcript

    • 1. Understanding Incentivised Traffic in Affiliate Marketing Kevin Edwards Partnerships Director Affiliate Window
    • 2. Background <ul><li>Online loyalty: 10% less than high street... * </li></ul><ul><li>£1.2m ‘lost’ per 100 customers over lifetime * </li></ul><ul><li>Cashback, viral, codes all on rise </li></ul><ul><li>Clear strategy essential </li></ul><ul><li> *Webloyalty, Sept 2008 </li></ul>
    • 3. What is Incentivised Traffic? <ul><li>Offering a reward or added perceived value to a consumer for transacting: </li></ul><ul><li>Cashback </li></ul><ul><li>Loyalty or Reward Sites </li></ul><ul><li>Voucher Codes </li></ul>
    • 4. Rapid Growth
    • 5. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul>
    • 6. Money Saving Expert <ul><li>Popular consumer site </li></ul><ul><li>5k new subscribers every week </li></ul><ul><li>3m uniques a month </li></ul><ul><li>12,500 posts a day </li></ul><ul><li>Alexa ranking higher than Channel 4, ITV and similar to Yell and Daily Mail </li></ul><ul><li>Martin Lewis frequently on TV </li></ul>
    • 7. “ The cashback site told us to submit a ticket, so we did. We sent them all the necessary proof of purchase and everything they wanted.” “ Obviously, we are not getting anywhere and we have been screwed out of £45.” “ Is it time that we called in Moneyclaim.gov and put our claim in front of someone who will get us our rightfully owed cash?” “ RBS are con merchants. I refuse point blank to use RBS products now” “ DON’T USE RBS COMPANIES”
    • 8. Understand the cashback consumer <ul><li>Savvy online consumer </li></ul><ul><li>Appreciate savings are available online </li></ul><ul><li>Accesses multiple points of reference </li></ul><ul><li>Loyal to cashback site or cashback concept </li></ul><ul><li>Know the consumer; know cashback sites </li></ul>
    • 9. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul>
    • 10. Brand or price led? 3%? 2.5%? 4%? 3.5%?
    • 11. Brand or price led? 3.5%
    • 12. Brand or price led?
    • 13. Cashback example <ul><li>‘ Landgrab’ to ‘buy traffic’ from competitors </li></ul><ul><li>Utility company offered higher rate to two cashback sites </li></ul><ul><li>Home page coverage, newsletter support & extra online exposure </li></ul>
    • 14. Cashback example
    • 15. Cashback example
    • 16. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul><ul><li>New customers & commissions </li></ul>
    • 17. New customers & commissions <ul><li>New customer acquisition </li></ul><ul><li>Incentives </li></ul><ul><li>Reduced cashback commission BUT launched voucher code </li></ul><ul><li>Why not trial new customer codes? </li></ul><ul><li>5% base to 10% for new customer </li></ul><ul><li>Don’t offer automated tiers </li></ul>
    • 18. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul><ul><li>Delivering new customers </li></ul><ul><li>Monitoring quality of leads </li></ul>
    • 19. Monitoring Leads <ul><li>Appreciate ‘savvy’ consumers can take advantage of lead programmes </li></ul><ul><li>Set commissions accordingly </li></ul><ul><li>Monitor lead quality using your network </li></ul><ul><li>Set appropriate T&Cs </li></ul>
    • 20. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul><ul><li>Delivering new customers </li></ul><ul><li>Monitoring quality of leads </li></ul><ul><li>Supporting marketing channels </li></ul>
    • 21. Supporting marketing channels <ul><li>Newsletters, blog posts, emails etc... </li></ul>
    • 22. Cashback Summary Cashback sites have used your cost of sale to create a consumer proposition: Use cashback sites to your advantage
    • 23. Loyalty & Reward Site <ul><li>Long standing brand equity </li></ul><ul><li>Offer sophisticated sites and loyal users </li></ul><ul><li>Potential multi-channel coverage </li></ul><ul><li>‘ Value add’ competitions, engaged content </li></ul>
    • 24. Case Study - <ul><li>Airmiles run double and bonus Airmiles promotions at regular intervals </li></ul><ul><li>Agree in advance increased commissions with ‘cornerstone’ partners </li></ul><ul><li>On-site exposure, newsletter coverage and occasional direct marketing pieces </li></ul>
    • 25. January 2008 Airmiles Statement
    • 26. January 2008 Airmiles Statement Merchant relationships sourced through networks
    • 27. aerwerwer qwerqwerwer3 January 2008 Airmiles Statement
    • 28. January 2008 Airmiles Statement Sales more than doubled for ‘double Airmiles’ promotion compared to normal earn rate periods
    • 29. January 2008 Airmiles Statement In line with the increase in sales was a more than doubling of the sales value
    • 30. Benefit from their brand equity built over time; ‘value add’ rather than pure cashback. Offer engaged content and build affinity partnership opportunities. Wide scope for future growth. Loyalty - Summary
    • 31. <ul><li>12-fold increase in searches for ‘vouchers’ over last three years* </li></ul><ul><li>Neilsen named as 4 th fastest growing site in the UK (June ‘08) </li></ul><ul><li>Growth outstrips other affiliate groups </li></ul><ul><li>New entrants </li></ul><ul><li>PPC, SEO, Email, Forums, Offline </li></ul><ul><li>New tools and technologies </li></ul><ul><ul><ul><ul><ul><li>* Hitwise, Aug 2008 </li></ul></ul></ul></ul></ul>Voucher Codes
    • 32. Top two voucher code sites currently driving over £6m in sales every month with Affiliate Window Voucher Codes – The growth
    • 33. <ul><li>Displaying codes </li></ul>Voucher codes
    • 34. Voucher codes – Displaying codes
    • 35. Voucher codes – Displaying codes
    • 36. <ul><li>‘ Click to reveal’ codes </li></ul><ul><li>Bespoke codes </li></ul>Voucher codes
    • 37. Voucher codes – Bespoke codes
    • 38. Voucher codes – Bespoke codes
    • 39. <ul><li>‘ Click to reveal’ codes </li></ul><ul><li>Bespoke codes </li></ul><ul><li>Monitoring and tracking </li></ul>Voucher codes
    • 40. Voucher Codes - Tracking
    • 41. Voucher Codes – Monitoring
    • 42. <ul><li>‘ Click to reveal’ codes </li></ul><ul><li>Bespoke codes </li></ul><ul><li>Monitoring & tracking </li></ul><ul><li>Test & optimise </li></ul>Voucher codes
    • 43. Voucher codes – Test & optimise ‘ Stretch and Save’
    • 44. Be adaptable in your approach but closely monitor and optimise. Use for key pushes and promotions & mould for business goals. Work your commissions according to your ROI Voucher codes – Summary
    • 45. <ul><li>Improved reporting </li></ul><ul><li>Multiple referrer rewards </li></ul><ul><li>Revised commissions </li></ul><ul><li>Mainstream coverage </li></ul><ul><li>Amalgamation of technologies </li></ul><ul><li>New entrants; mass market </li></ul>Incentivised Traffic – The Future
    • 46. Understanding Incentivised Traffic in Affiliate Marketing Kevin Edwards Partnerships Director Affiliate Window [email_address] 020 7553 0354

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