Part 2 of 5. Affiliate Marketing is positioned to emerge from the current economic situation as the weapon of choice for online marketers. Its underlying commercial model is uniquely attractive. However, the industry also faces a number of challenges that threaten this status. In this session we will be discussing these challenges, how they relate to affiliate marketing and its future, as well as seeing some solutions in action Some of the areas we will be touching on include. Transparency from merchants and affiliates Volume over value Sales duplication Last click commercials Affiliate Marketing is facing its most challenging era yet, find out how to be on the winning team!

1. Affiliate Apocalypse

2. A disclaimer Duncan Popham – Total Search Solutions Seth Richardson – DC Storm Julia Stent – Vodafone Helen Southgate – Sky Digital Robert Glasgow – Webgains We Love Affiliate Marketing

4. Despite progress, more exposure at higher levels needed

5. Issues handled through multiple outlets, mixed messages

6. Collection of models held together through technology

7. Several thousand businesses involved

8. Limited central control

9. The predominate “pitch” is our payment model, yet our service offers much much more

11. Are valuable contributors to an acquisition often ignored?

12. Commission and attribution sophistication are extremely rare

14. Integration or Isolation Affiliate Marketing is a unique discipline but it does not stand alone How does affiliate marketing affect other marketing channels? Natural Search Paid Search Display Increasing demand for “joined-up thinking” Sales Deduplication Post-impression Reaction times Optimisation What demands do we make on advertisers and is this factored into a return? Constant communication Up-to-date with industry issues Terms and Conditions Ethical Merchant Charter Does our inherent complexity cost us all money?

16. “Super-affiliates” are usually defined as volume drivers not value-adders.

17. Many high value publishers input at the start of the purchase process.

18. Tiers and incentives increase this problem

19. Incrementality is advertisers key concern

20. Analytics, analytics, analytics