SlideShare a Scribd company logo
1 of 12
Download to read offline
Boost other marketing channels with your affiliate
programme and bridge the gap between online &
offline
What's the goal of an Affiliate Programme?




    “…to expand the reach of brand & product beyond the
    means of a merchant’s own internal marketing. The
    promotion of the brand on external sites is in itself an
    endorsement of the brand which should not be
    undervalued…”




2
Online
              •   Accuracy      •   Targeted     •   Optimisation

              •   Rapidity      •   Metrics      •   Results



              Tracking          Reach            Speed
    Offline




              •   Spend         •   Experience   •   Consultative

              •   Established   •   Immediacy    •   Service


                                Try before       Considered
              Traditional
                                you Buy          Purchases

3
Technology       Publisher


              Lets talk
           ‘INNOVATION’


     Network         Merchant


4
•   Merges the real world with the virtual world

    Technology   •   Incorporates information/promotions for user location

                 •   Transactions can be made both on & offline

                 •   Commercial viability comes second to user experience




5
•   Learning's taken from existing Merchant relationships

                  •   Driving users into stores using incentives        Publisher
          •   Social, Local & Mobile being increasingly adopted




    •   Using Local & Mobile to drive members into merchant store

    •   Aiming to increase both online and offline sales for merchant

    •   Check-in CR: 16%

    •   Growth
         • Clicks: 54%
         • Sales: 59%
         • CR: 12%

    •   In-store cashback for full
        visibility




6
•    Learning's taken from existing Merchant relationships

                      •   Driving users into stores using incentives         Publisher
              •   Social, Local & Mobile being increasingly adopted




    •       After a point, ROI on paid search drops below the cost

    •       Partnering with a PPC specialist within your Affiliate program can help maximize ROI on the
            long tail of search terms.


7
• Simple enough right?

                                 • Message best delivered
                                   consultatively (a.k.a in person)

                                 • Incremental? Profitable?


    •   Agreement between online & offline departments

             •   Opportunity must be mutually beneficial

                       •   Work with X-platform tracking
                                                              Merchant
                             •   Visibility on user journey




8
•   Technological flexibility

              •   Minimize risk & leakage

    Network   •   Understand offline KPI’s as well as online




9
Summary


         Technology               Publisher



               Innovation builds bridges


           Network               Merchant



10
11
Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap between online and offline

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Affiliate Marketing Theatre; Boosting other brands marketing channels with your affiliate programme and bridge the gap between online and offline

  • 1. Boost other marketing channels with your affiliate programme and bridge the gap between online & offline
  • 2. What's the goal of an Affiliate Programme? “…to expand the reach of brand & product beyond the means of a merchant’s own internal marketing. The promotion of the brand on external sites is in itself an endorsement of the brand which should not be undervalued…” 2
  • 3. Online • Accuracy • Targeted • Optimisation • Rapidity • Metrics • Results Tracking Reach Speed Offline • Spend • Experience • Consultative • Established • Immediacy • Service Try before Considered Traditional you Buy Purchases 3
  • 4. Technology Publisher Lets talk ‘INNOVATION’ Network Merchant 4
  • 5. Merges the real world with the virtual world Technology • Incorporates information/promotions for user location • Transactions can be made both on & offline • Commercial viability comes second to user experience 5
  • 6. Learning's taken from existing Merchant relationships • Driving users into stores using incentives Publisher • Social, Local & Mobile being increasingly adopted • Using Local & Mobile to drive members into merchant store • Aiming to increase both online and offline sales for merchant • Check-in CR: 16% • Growth • Clicks: 54% • Sales: 59% • CR: 12% • In-store cashback for full visibility 6
  • 7. Learning's taken from existing Merchant relationships • Driving users into stores using incentives Publisher • Social, Local & Mobile being increasingly adopted • After a point, ROI on paid search drops below the cost • Partnering with a PPC specialist within your Affiliate program can help maximize ROI on the long tail of search terms. 7
  • 8. • Simple enough right? • Message best delivered consultatively (a.k.a in person) • Incremental? Profitable? • Agreement between online & offline departments • Opportunity must be mutually beneficial • Work with X-platform tracking Merchant • Visibility on user journey 8
  • 9. Technological flexibility • Minimize risk & leakage Network • Understand offline KPI’s as well as online 9
  • 10. Summary Technology Publisher Innovation builds bridges Network Merchant 10
  • 11. 11