Is Affiliate Marketing Worth It? - AdTech 2009Presentation Transcript
Is Affiliate Marketing Worth It? Matt Bailey – i-level Reed Pridy – Neverblue Helen Southgate - Sky
16% YOY £4.32 billion £227 million Sources: IMRG CapGeminieRetail Sales Index Sept 09 & eConsultancy Affiliate Marketing Buyers Guide July 09
Is AFFILIATE MARKETING worth it? YES!!! (if managed correctly)
What will we cover? What is affiliate marketing? The make up of the “affiliate channel” PPC Affiliates Voucher code affiliates Cashback affiliates Affiliate Relationships Lead Generation in Affiliate Marketing Where do affiliates fit into the sales journey?
Working with PPC Affiliates Why work with PPC Affiliates?
Working with PPC Affiliates Frequency of Searches Sales Number of Keywords Search Frequency by # of Keywords
Working with PPC Affiliates
Voucher Code Affiliates
Cash Back Affiliates
Affiliate Relationships Know your affiliates Understand their model Partnership Your field agents Motivation Reward Respect
Online Lead Generation Through Affiliate Marketing Controls
Where do Affiliates Fit in? The Purchase Decision The Online Mix
The last event is not the whole story Event type Display Impression Display Click Paid Search Natural Search Affiliates Conversion Event Sale
Journeys can be long, complex & take many forms Event type E5 Display Impression Display Click E4 Paid Search Natural Search Affiliates E3 E2 E1 Conversion Event Sale
Where do affiliates fit in? Analyse your data and base decisions on facts
Summary There is no “affiliate channel” There can be risks involved… …however, if managed correctly it is an incredibly cost effective way of marketing.
Reed Pridy Director Compliance and Quality Assurance Neverblue.com firstname.lastname@example.org Matt Bailey Head of Affiliate, i-level email@example.com twitter.com/mattb811 www.mabailey.co.uk Helen Southgate Senior Online Marketing Manager, BSkyB Helen.firstname.lastname@example.org twitter.com/helenmarie21