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

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

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

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