Is Affiliate Marketing Worth It? - AdTech 2009

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  • Whilst we refer to the affiliate channel as a single channel, the reality is that as the market has evolved there are numerous sub-sectors all operating under the “affiliate” umbrella. Each of these channels operate differently and so there is a requirement to define segmented approaches for each individual type of affiliate.
  • Is Affiliate Marketing Worth It? - AdTech 2009

    1. 1. Is Affiliate Marketing Worth It?<br />Matt Bailey – i-level<br />Reed Pridy – Neverblue<br />Helen Southgate - Sky<br />
    2. 2. 16% YOY<br />£4.32 billion<br />£227 million<br />Sources: IMRG CapGeminieRetail Sales Index Sept 09 & eConsultancy Affiliate Marketing Buyers Guide July 09<br />
    3. 3. Is AFFILIATE MARKETING worth it?<br />YES!!!<br />(if managed correctly)<br />
    4. 4. What will we cover?<br />What is affiliate marketing?<br />The make up of the “affiliate channel”<br />PPC Affiliates<br />Voucher code affiliates<br />Cashback affiliates<br />Affiliate Relationships<br />Lead Generation in Affiliate Marketing<br />Where do affiliates fit into the sales journey?<br />
    5. 5. Step 1 - Clickthrough<br />Step 2 - Sale<br />Step 3 - Reward<br />
    6. 6. Lead<br />Sale<br />CPA<br />Click<br />Sign-up<br />
    7. 7. Relationships<br />
    8. 8. Affiliate Types <br />Affiliate Marketing<br />Pull<br />Push<br />Incentive<br />PPC<br />Content<br />Voucher Code<br />Price Comparison<br />Email<br />Different methods require bespoke approaches<br />
    9. 9. Working with PPC Affiliates<br />Why work with PPC Affiliates?<br />
    10. 10. Working with PPC Affiliates<br />Frequency of Searches<br />Sales<br />Number of Keywords<br />Search Frequency by # of Keywords<br />
    11. 11. Working with PPC Affiliates<br />
    12. 12. Voucher Code Affiliates<br />
    13. 13. Cash Back Affiliates<br />
    14. 14. Affiliate Relationships<br />Know your affiliates<br />Understand their model<br />Partnership<br />Your field agents<br />Motivation<br />Reward<br />Respect<br />
    15. 15. Online Lead Generation Through Affiliate Marketing<br />Controls<br />
    16. 16. Where do Affiliates Fit in?<br />The Purchase Decision<br />The Online Mix<br />
    17. 17. The last event is not the whole story<br />Event type<br />Display Impression<br />Display Click<br />Paid Search<br />Natural Search<br />Affiliates<br />Conversion Event<br />Sale<br />
    18. 18. Journeys can be long, complex & take many forms<br />Event type<br />E5<br />Display Impression<br />Display Click<br />E4<br />Paid Search<br />Natural Search<br />Affiliates<br />E3<br />E2<br />E1 <br />Conversion Event<br />Sale<br />
    19. 19. Where do affiliates fit in?<br />Analyse your data and base decisions on facts<br />
    20. 20. Summary<br />There is no “affiliate channel”<br />There can be risks involved…<br />…however, if managed correctly it is an incredibly cost effective way of marketing.<br />
    21. 21. Reed Pridy<br />Director Compliance and Quality Assurance <br />Neverblue.com<br />reed.pridy@neverblue.com<br />Matt Bailey<br />Head of Affiliate, i-level<br />matt.bailey@i-level.com<br />twitter.com/mattb811<br />www.mabailey.co.uk<br />Helen Southgate<br />Senior Online Marketing Manager, BSkyB<br />Helen.southgate@bskyb.com<br />twitter.com/helenmarie21<br />

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