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David Vs Goliath - Robert Glasgow - webgains
 

David Vs Goliath - Robert Glasgow - webgains

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Robert Glasgow, Webgains, Affiliate Marketing, SME, SMEs

Robert Glasgow, Webgains, Affiliate Marketing, SME, SMEs

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    David Vs Goliath - Robert Glasgow - webgains David Vs Goliath - Robert Glasgow - webgains Presentation Transcript

    • David and Goliath Affiliate Marketing for SMEs A4uexpo London 2008 14 th October
    •  
    • What is a SME?
      • 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).
    • Characteristics of a SME?
      • Typically small marketing budget
      • Lack of in-house resource
      • No scale advantages
      • ‘ Hands-on’ approach
      • Quicker decision-making processes
      • Often niche retailers
      • Often high-growth
    • What can Affiliate Marketing bring to the party?
      • Tactical marketing
      • Strategic marketing
      • Brand building
    • Tactical marketing - characteristics
      • Short Term in nature
      • Focus on market share (or brand building)
      • Akin to trade marketing
      • Tools employed: high commission rates, discounted prices, competitions with high-value prizes, open ppc policy, discount vouchers
    • Case Study: Gift Merchant
    • Case Study: Gift Merchant
    • What can Affiliate Marketing bring to the party?
      • Tactical marketing
      • Strategic marketing
      • Brand building
    • Strategic Marketing - characteristics
      • Long Term
      • Ongoing partnership between merchant and affiliate
      • More Focus on niche and bespoke optimised sites
      • Tools employed: SEO, Flexible ppc policy, competitions, discount vouchers, email offers, tiered affiliate commission rates,
    • Case Study: Niche Retailer
    • Case Study: Niche Retailer
    • What can Affiliate Marketing bring to the party?
      • Tactical marketing
      • Strategic marketing
      • Brand building
    • Branding - characteristics
      • Short - medium Term
      • Focus on making the brand known
        • Reach to target demographic
        • Agreed brand attributes
        • Agreed contextual associations
        • Agreed promotional methods
      • Free for Merchants
      • Tools employed: Open PPC policy, semantic targeting on content, pops,
    • So What?
      • Affiliate Marketing is efficient for SMEs because:
        • No wastage - only pay for actual sales
        • Low risk channel
        • Free branding
        • Budget can grow with sales
        • Easy and inexpensive access to Network affiliate base
        • Can rely on Network account managers
    • Key Success Factors! They sound simple but you would be amazed!
      • Plan with your account manager
      • Understand the economics of your business
      • Communicate with your affiliates
      • Stick to your agreements (really!)
      • Pay your affiliates (yes, really!)
      • Introduce changes with appropriate warnings
    • Don’t get it wrong!
    • What can Affiliate Marketing bring to the party?
      • Tactical marketing
      • Strategic marketing
      • Brand building
    • Questions?
      • Hero Grigoraki: Effective Discount Voucher Code Wed 15 th , 11 – 12 pm Platinum 5 & 6
      • David Crystal: Website Linguistics, Wed 15 th , 16.30 – 17.30 Platinum 5 & 6