David and Goliath Affiliate Marketing for SMEs A4uexpo London 2008  14 th  October
 
What is a SME? <ul><li>An enterprise which employs less than 500 people; has an annual turnover of less than €100m and/or ...
Characteristics of a SME? <ul><li>Typically small marketing budget </li></ul><ul><li>Lack of in-house resource </li></ul><...
What can Affiliate Marketing bring to the party?  <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></...
Tactical marketing - characteristics <ul><li>Short Term in nature  </li></ul><ul><li>Focus on market share (or brand build...
Case Study: Gift Merchant
Case Study: Gift Merchant
What can Affiliate Marketing bring to the party?  <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></...
Strategic Marketing - characteristics <ul><li>Long Term </li></ul><ul><li>Ongoing partnership between merchant and affilia...
Case Study: Niche Retailer
Case Study: Niche Retailer
What can Affiliate Marketing bring to the party?  <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></...
Branding - characteristics <ul><li>Short  - medium Term </li></ul><ul><li>Focus on making the brand known </li></ul><ul><u...
So What? <ul><li>Affiliate Marketing is efficient for SMEs because: </li></ul><ul><ul><li>No wastage - only pay for actual...
Key Success Factors! They sound simple but you would be amazed!  <ul><li>Plan with your account manager </li></ul><ul><li>...
Don’t get it wrong!
What can Affiliate Marketing bring to the party?  <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></...
Questions?
<ul><li>Hero Grigoraki: Effective Discount Voucher Code  Wed 15 th , 11 – 12 pm Platinum 5 & 6 </li></ul><ul><li>David Cry...
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David Vs Goliath - Robert Glasgow - webgains

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Robert Glasgow, Webgains, Affiliate Marketing, SME, SMEs

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David Vs Goliath - Robert Glasgow - webgains

  1. 1. David and Goliath Affiliate Marketing for SMEs A4uexpo London 2008 14 th October
  2. 3. What is a SME? <ul><li>An enterprise which employs less than 500 people; has an annual turnover of less than €100m and/or balance sheet assets of less than €86m; and has no more than 25% of its capital or voting rights owned by a larger firm or public body (European Commission definition). </li></ul>
  3. 4. Characteristics of a SME? <ul><li>Typically small marketing budget </li></ul><ul><li>Lack of in-house resource </li></ul><ul><li>No scale advantages </li></ul><ul><li>‘ Hands-on’ approach </li></ul><ul><li>Quicker decision-making processes </li></ul><ul><li>Often niche retailers </li></ul><ul><li>Often high-growth </li></ul>
  4. 5. What can Affiliate Marketing bring to the party? <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></ul><ul><li>Brand building </li></ul>
  5. 6. Tactical marketing - characteristics <ul><li>Short Term in nature </li></ul><ul><li>Focus on market share (or brand building) </li></ul><ul><li>Akin to trade marketing </li></ul><ul><li>Tools employed: high commission rates, discounted prices, competitions with high-value prizes, open ppc policy, discount vouchers </li></ul>
  6. 7. Case Study: Gift Merchant
  7. 8. Case Study: Gift Merchant
  8. 9. What can Affiliate Marketing bring to the party? <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></ul><ul><li>Brand building </li></ul>
  9. 10. Strategic Marketing - characteristics <ul><li>Long Term </li></ul><ul><li>Ongoing partnership between merchant and affiliate </li></ul><ul><li>More Focus on niche and bespoke optimised sites </li></ul><ul><li>Tools employed: SEO, Flexible ppc policy, competitions, discount vouchers, email offers, tiered affiliate commission rates, </li></ul>
  10. 11. Case Study: Niche Retailer
  11. 12. Case Study: Niche Retailer
  12. 13. What can Affiliate Marketing bring to the party? <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></ul><ul><li>Brand building </li></ul>
  13. 14. Branding - characteristics <ul><li>Short - medium Term </li></ul><ul><li>Focus on making the brand known </li></ul><ul><ul><li>Reach to target demographic </li></ul></ul><ul><ul><li>Agreed brand attributes </li></ul></ul><ul><ul><li>Agreed contextual associations </li></ul></ul><ul><ul><li>Agreed promotional methods </li></ul></ul><ul><li>Free for Merchants </li></ul><ul><li>Tools employed: Open PPC policy, semantic targeting on content, pops, </li></ul>
  14. 15. So What? <ul><li>Affiliate Marketing is efficient for SMEs because: </li></ul><ul><ul><li>No wastage - only pay for actual sales </li></ul></ul><ul><ul><li>Low risk channel </li></ul></ul><ul><ul><li>Free branding </li></ul></ul><ul><ul><li>Budget can grow with sales </li></ul></ul><ul><ul><li>Easy and inexpensive access to Network affiliate base </li></ul></ul><ul><ul><li>Can rely on Network account managers </li></ul></ul>
  15. 16. Key Success Factors! They sound simple but you would be amazed! <ul><li>Plan with your account manager </li></ul><ul><li>Understand the economics of your business </li></ul><ul><li>Communicate with your affiliates </li></ul><ul><li>Stick to your agreements (really!) </li></ul><ul><li>Pay your affiliates (yes, really!) </li></ul><ul><li>Introduce changes with appropriate warnings </li></ul>
  16. 17. Don’t get it wrong!
  17. 18. What can Affiliate Marketing bring to the party? <ul><li>Tactical marketing </li></ul><ul><li>Strategic marketing </li></ul><ul><li>Brand building </li></ul>
  18. 19. Questions?
  19. 20. <ul><li>Hero Grigoraki: Effective Discount Voucher Code Wed 15 th , 11 – 12 pm Platinum 5 & 6 </li></ul><ul><li>David Crystal: Website Linguistics, Wed 15 th , 16.30 – 17.30 Platinum 5 & 6 </li></ul>
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