Your SlideShare is downloading. ×
Advertisers guide to the complexity of the channel -lhelen southgate 9am tues
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Advertisers guide to the complexity of the channel -lhelen southgate 9am tues

418
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
418
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Find a diagram of a maze with the way drawn through??
  • Tip – Plot each of your campaigns on this map to give you a starting point for your strategy
  • Tip 2 – Only segment as much as you need to, temptation to get too complex
  • Top 3 – Plan so you can react quickly
  • Top Tip – Understand your margins, work to a blended CPA
  • Top Tip – you get out what you put in
  • Transcript

    • 1. Helen Southgate
      Senior Online Marketing Manager
      Advertisers Guide to the Complexity of the Affiliate Channel
    • 2. Background
      About Me
      Over 8 years in affiliate marketing
      Agency background
      Joined Sky in 2009
      Why do this presentation?
      What do I want you to get out of the next hour?
      Ultimately I want you to walk away with at least one new idea
    • 3. Agenda
    • 4. A Microcosm of OnlineTo understand affiliate you have to understand online marketing
    • 5. Complexity“The Mid Point between Order and Disorder”
      Cashback
      Number of Affiliates
      Online Marketing Mix
      Tracking
      Affiliate Types
      Affiliate Networks
      Tailored CPA Rates
      Promotional Methods
      Online Agencies
      Product Mix
      Vouchers
      Competitors
    • 6. The Affiliate LandscapeA clear shift in where sales are coming from over 6 years
    • 7. Managing a Complex Programme6 Pointers on effective management
    • 8. 1. Understanding your Affiliate ProgrammeUsing the product lifecycle
    • 9. 2. Affiliate SegmentationSegmentation will help you understand your affiliates
    • 10. What is a good mix of Affiliates?There is a no one size fits all formula
      However, like in any business, spread your risk
    • 11. 3. Planning & MonitoringAlthough the affiliate channel is complex it should be planned like all other marketing channels
      Learning’s from Previous Month
      Online Offers
      Seasonality
      Competitor Activity
      Affiliates’ Marketing Plans etc.
    • 12. 5. Reward StructureUnderstand your margins and work to a blended CPA
    • 13. 6. ResourceHow many affiliate managers does it take to run a complex programme?
    • 14. Case Study:
    • 15.
    • 16. The futures bright, the futures...Even more complex
    • 17. Top Tips to Take AwayBelieve in better .....
      Segment your affiliate base, but use this effectively
      Plan for the affiliate channel to achieve objectives but build to react
      Work to a blended CPA across your campaign, understand margins, test & learn
      Understanding the complexity of your channel is key
      Be innovative & don’t be afraid to test
    • 18. Thank you ...
      Questions & Discussion
      Helen.southgate@bskyb.com
      Twitter: HelenMarie21