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Beyond The Banner...Advancing Your Use Of Tools And Merchandising To Tap Into The Way Consumers Are Shopping Today
 

Beyond The Banner...Advancing Your Use Of Tools And Merchandising To Tap Into The Way Consumers Are Shopping Today

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The diversifying advertiser base, what’s driving this trend and some discussion of changing consumer behaviour. How is this creating more opportunity for affiliates, Effective Merchandising – ...

The diversifying advertiser base, what’s driving this trend and some discussion of changing consumer behaviour. How is this creating more opportunity for affiliates, Effective Merchandising – increase conversions, maximise revenues and build relationships

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    Beyond The Banner...Advancing Your Use Of Tools And Merchandising To Tap Into The Way Consumers Are Shopping Today Beyond The Banner...Advancing Your Use Of Tools And Merchandising To Tap Into The Way Consumers Are Shopping Today Presentation Transcript

    • Beyond the Banner…Retail Affiliates: Merchandising & Maximising Revenue
      Presented by: Liane Dietrich
      Managing Director, LinkShare Ltd.
    • Introduction
      Liane Dietrich, Managing Director, LinkShare
      Quick Industry trends
      Beyond the banner
    • Quick recap of who we are
      First affiliate marketing network – founded in 1996
      Over 2.2 million publishers have joined the LinkShare globally
      • One of the largest performance marketing networks in the world based on Gross Merchant Sales (GMS)
    • Retail Expertise
      Some brands you wouldn’t expect…
    • Quick Industry Trends
    • Latest data…
      Studies are still showing that people plan to do more shopping online
      • Many studies: UK consumers to do more shopping online
      • Does not = higher spending
      • But millions of people will spend a greater portion of retail budget on Web
    • Why are they preferring online?
    • Why are they preferring offline?
    • Finding the info they want online
      • 78% don’t get enough information from TV advertising
      • 92% have more confidence in online information than salespeople
      • 81% are doing online research “most of the time” before buying a product
      • 73% conducting online product research several times a month
    • Research is now part and parcel of shopping
    • Research is now part and parcel of shopping
      Across all sectors
      How frequently do you do online research before you purchase each of the following types of products? (Most of the time / Occasionally)
    • So how do we reach out to them?
      • 43% of Recession Shoppers have purchased a product online that they wouldn’t otherwise because of a voucher
      • 69% have found a review by another consumer helpful
      • 83% have used a comparison shopping engine
      • 60% cite being able to research information as a reason for shopping online
      “Online you can thoroughly research what you want before purchase.”
    • Beyond the banner
      1. Give the consumer what they want
      2. Expand your approach for long-term goals
      3. Make your life easier
      4. Increase conversion through merchandising
      5. Leverage existing influences
      6. Test into what works
    • 1. Give the consumer what they want
      Eliminate clicks between the consumer and the desired action on your site
    • 1. Give the consumer what they want
      Deeplinking
      • Link to specific pages on an advertiser site
      • Send traffic to the most qualified page possible
    • 2. Expand your approach for long-term goals
      Merchants (theoretically) ~ 80% of sales by top 20% of affiliates
      Affiliates – Same: majority of income from the big programmes
      Expand Partnerships – across verticals, outside the box
    • 2. Expand your approach for long-term goals
      • Focus beyond brands
      • Showcase your strengths rather than a brand logo
    • 2. Expand your approach for long-term goals
    • 3. Make your life easier!
      Product LinkFinder
      • Search across multiple advertisers for specific products
      • Sort results by price, name or category
    • 3. Make your life easier!
      Easy deeplinkingsolutions
    • 3. Make your life easier!
      WordPressPlugins
      RSS DealFeed
      • Display & manage RSS feeds in your blog
      AdMix
      • Use advertiser RSS feeds as blog posts
      LinkLookup
      • Create deep links
      • Search for product links
    • 3. Make your life easier!
      Widgets
    • 4. Increase Conversion Through Merchandising
      How it was typically
      How it should be
    • 4. Increase Conversion Through Merchandising
      Be creative
    • 4. Increase Conversion Through Merchandising
    • 4. Increase Conversion Through Merchandising
      • Dynamic Rich Media
    • 5. Leverage existing influences
      Seasonal variations
    • 5. Leverage existing influences
      Merchants know their own strengths
    • 5. Leverage existing influences
      Press influences
    • 5. Leverage existing influences
      Press influences
    • 5. Leverage existing influences
      Celebrity
    • 6. Test What Works
      Perfect industry to “test” what is bringing you the best commissions
      Make sure you understand the reporting tools
      Recreate success with other advertisers/websites
    • SUMMARY
      Leverage the info-shopper
      Expand your approach and maximise your long-term return
      Use all the tools available to make your job easier
      Merchandise – give consumers what they want