Affiliate Marketing What You Need To Know


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As with all industries, the affiliate marketing space has its own unique dynamics.This presentations takes you through exactly what affiliate marketing is, how an affiliate program should work to maximize ROI, and what you should have in place to make it work successfully.

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Affiliate Marketing What You Need To Know

  1. 1. Affiliate Marketing: What You Need to Know iGaming Marketing Forum 28 October 2008
  2. 2. Three Facets of Affiliate Marketing <ul><li>The Value of Affiliates </li></ul><ul><li>How Affiliates Sell </li></ul><ul><li>Supporting Your Affiliates </li></ul>
  3. 3. The Value of Affiliates <ul><li>Performance Based Marketing </li></ul><ul><li>Brand Ambassadors </li></ul><ul><li>Evangelists </li></ul>
  4. 4. The Value of Affiliates <ul><li>Performance Based Marketing </li></ul><ul><li>Low Risk Marketing </li></ul><ul><li>Pay Only for Results </li></ul><ul><li>Affiliates = Salesmen that work on results only. </li></ul>
  5. 5. The Value of Affiliates <ul><li>Brand Ambassadors </li></ul><ul><li>Spread your branding to player communities. </li></ul><ul><li>Reach Players where they interact. </li></ul><ul><li>Be represented by community leaders. </li></ul>
  6. 6. The Value of Affiliates <ul><li>Evangelists </li></ul><ul><li>Affiliates rely on their reputation to make referrals. </li></ul><ul><li>They tend not to endorse a product unless it’s quality. </li></ul><ul><li>When an affiliate promotes your product, it can mean something. </li></ul>
  7. 7. How Affiliates Sell <ul><li>Direct Methods </li></ul><ul><li>Indirect Methods </li></ul><ul><li>Marketing Tools </li></ul>
  8. 8. How Affiliates Sell <ul><li>Direct Methods </li></ul><ul><li>SEM: SEO / PPC </li></ul><ul><li>Media Buys </li></ul><ul><li>Email Marketing </li></ul>
  9. 9. How Affiliates Sell <ul><li>SEM – SEO/PPC </li></ul><ul><li>Affiliates appeal to potential players who not yet ready to deposit. </li></ul><ul><li>They use content strategies to rank well attract organic traffic. </li></ul><ul><li>They use PPC to buy traffic . </li></ul>
  10. 10. How Affiliates Sell <ul><li>Media Buys </li></ul><ul><li>Affiliates target their demographic on non-gaming sites. </li></ul><ul><li>Email Marketing </li></ul><ul><li>Affiliates accrue subscribers who want leads on the best games/promotions. </li></ul>
  11. 11. Email Marketers
  12. 12. How Affiliates Sell <ul><li>Indirect Methods </li></ul><ul><li>Trust Economies </li></ul><ul><li>Community Building </li></ul>
  13. 13. How Affiliates Sell <ul><li>Trust Economies </li></ul><ul><li>All business is based on trust. </li></ul><ul><li>Affiliates build trust with users. </li></ul><ul><li>Relationships come before Sales. </li></ul><ul><li>Affiliates are independent 3 rd parties. </li></ul><ul><li>Trust + Community = ROI </li></ul>
  14. 14. How Affiliates Sell <ul><li>Community Building </li></ul><ul><li>Affiliates build communities around their portals / content. </li></ul><ul><li>Communities ≠ Self-Absorbed: the focus is on users & content. </li></ul><ul><li>Analogy: Farming vs Hunting </li></ul>
  15. 15. Player Communities
  16. 16. How Affiliates Sell <ul><li>Marketing Tools </li></ul><ul><li>Content </li></ul><ul><li>Creatives </li></ul>
  17. 17. How Affiliates Sell <ul><li>Content </li></ul><ul><li>Supports SEO strategy and capitalizes on </li></ul><ul><li>trust economies. </li></ul><ul><li>Product Reviews </li></ul><ul><li>Game Information </li></ul>
  18. 18. Product Review
  19. 19. Game Information
  20. 20. How Affiliates Sell <ul><li>Marketing Tools </li></ul><ul><li>Affiliates proactively engage users with: </li></ul><ul><li>Geo-Targeting </li></ul><ul><li>Banner Profiles (for multiple sites) </li></ul><ul><li>Banner Creatives: Flash, Javescript, etc. </li></ul><ul><li>HTML Mailers (email marketing) </li></ul><ul><li>Text Links </li></ul>
  21. 21. Supporting Your Affiliates <ul><li>Affiliate Management </li></ul><ul><li>Tracking Reports </li></ul><ul><li>Affiliate Marketing Software </li></ul>
  22. 22. Supporting Your Affiliates <ul><li>Affiliate Management </li></ul><ul><li>Dedicated Support makes affiliates better affiliates. </li></ul><ul><li>Relationship Building increases loyalty and reduces recruiting costs. </li></ul><ul><li>Feedback from affiliates provides valuable intelligence on trends and technology. </li></ul>
  23. 23. Supporting Your Affiliates <ul><li>Tracking Reports </li></ul><ul><li>Insight: what’s working & what’s not. </li></ul><ul><li>Depth & Breadth </li></ul><ul><li>Flexibility: date ranges, financial commissions, etc. </li></ul><ul><li>Transparency: builds trust. </li></ul>
  24. 26. Supporting Your Affiliates <ul><li>Affiliate Marketing Software </li></ul><ul><li>Communications Tools </li></ul><ul><li>In-Depth Tracking Reports </li></ul><ul><li>Marketing Tools </li></ul><ul><li>Custom Commission Structures </li></ul><ul><li>Frequent Upgrades </li></ul>
  25. 27. <ul><li>View stats by player </li></ul><ul><li>Drill down to individual transactions </li></ul><ul><li>Search for specific players by id or username </li></ul>Account Report
  26. 28. 7 Things That Impact Your Program <ul><li>New Blood – constant recruitment. </li></ul><ul><li>Responsive Communication – affiliate support. </li></ul><ul><li>Updating Creatives – new content. </li></ul><ul><li>Flexibility – commissions & ways to promote. </li></ul><ul><li>Player Promotions. </li></ul><ul><li>Affiliate Promotions. </li></ul><ul><li>Clear Boundaries </li></ul>
  27. 29. Perspective <ul><li>Success is the sum of small efforts, </li></ul><ul><li>repeated day in and day out. </li></ul><ul><li>– Robert Collier, author of </li></ul><ul><li>The Secret of Ages </li></ul><ul><li>How To Make Money At Home In Spare Time By Mail </li></ul>