Expanding Your Affiliate Activity into Europe - Silke Steffan


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Expanding Your Affiliate Activity into Europe - Silke Steffan

  1. 1. Affiliate Marketing in Germany a4uexpo London 13th of October 2010 Silke Steffan, Director Webgains Germany
  2. 2. Agenda <ul><li>Short Introduction </li></ul><ul><li>Why Germany? </li></ul><ul><li>Your Affiliate Program in Germany </li></ul><ul><ul><li>The Obvious </li></ul></ul><ul><ul><li>Local Nuances </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Market Your Program </li></ul></ul>
  3. 3. A Short Introduction <ul><li>About Webgains </li></ul><ul><ul><li>Affiliate Network </li></ul></ul><ul><ul><li>Webgains UK established in 2005 </li></ul></ul><ul><ul><li>Merged with ad pepper media in May 2006 </li></ul></ul><ul><ul><li>Launched Germany and France in 2006 </li></ul></ul><ul><ul><li>Launched Benelux, Denmark, Sweden in 2007 </li></ul></ul><ul><ul><li>Launched Spain, USA in 2008 </li></ul></ul><ul><ul><li>UK and Germany are our two biggest markets </li></ul></ul><ul><li>About Me </li></ul><ul><ul><li>In Online Marketing since 2001 </li></ul></ul><ul><ul><li>Webgains Germany Business Operations since 2006 </li></ul></ul>
  4. 4. Why Germany? <ul><li>Some numbers: </li></ul><ul><li>Population (2010 Est.): 82,282,988 </li></ul><ul><li>Internet Users, Latest Data: 65,123,800 </li></ul><ul><li>Penetration (% Population): 79.1 % </li></ul><ul><li>User Growth (2000-2010): 171.3 % </li></ul><ul><li>% Users Europe: 13.7 </li></ul>Internetworldstats.com
  5. 5. Why Germany? 5% year on year growth in 2009 AdEx Report 2009 IAB Europe
  6. 6. Your Affiliate Program in Germany <ul><li>The obvious: Localise </li></ul><ul><li>Site correctly translated? (Bablefish won't do the trick) </li></ul><ul><li>Your shopping system can handle Euro? (Also in your datafeed? And how about the decimal delimiter?) </li></ul><ul><li>Legal to target German users? ( E.g. Gambling related offers are a no-go, certain pharmaceutical products may only be bought with a prescription etc.) </li></ul><ul><li>Consider getting a German domain ( http://www.denic.de/en/ ) </li></ul>
  7. 7. Your Affiliate Program in Germany <ul><li>Local Nuances: Consumer protection requirements </li></ul><ul><li>On shop level: </li></ul><ul><ul><li>Provider identification (&quot;Anbieterkennzeichnung&quot;), including full company name, commercial register, name of MD... etc. </li></ul></ul><ul><ul><li>Policies for Data privacy; Right of Withdrawal, Cancellation, Refunds </li></ul></ul><ul><ul><li>Terms and Conditions </li></ul></ul><ul><li>On product level: </li></ul><ul><ul><li>Availability of product </li></ul></ul><ul><ul><li>Shipping costs </li></ul></ul><ul><ul><li>Base price (also in Datafeeds) </li></ul></ul><ul><ul><li>Any additional costs that might occur </li></ul></ul><ul><li>> Understand legal and tax consequences </li></ul><ul><li>Sources we follow: dr-bahr.com and telemedicus.info </li></ul>(in doubt pls. get professional legal advice)
  8. 8. Your Affiliate Program in Germany <ul><li>Local Nuances: Common payment options </li></ul><ul><li>Advance payment </li></ul><ul><li>Cash on delivery </li></ul><ul><li>Pay by invoice </li></ul><ul><li>Direct debit </li></ul><ul><li>Credit Card </li></ul><ul><li>PayPal </li></ul><ul><li>> Cheque payment extremely rare </li></ul>
  9. 9. Your Affiliate Program in Germany <ul><li>Opportunities: You might not be a known brand (yet)... </li></ul><ul><li>For your customers: </li></ul><ul><ul><li>Earn their trust, be available for questions and support </li></ul></ul><ul><ul><li>Consider an accreditation ( e.g. trustedshops.com or safer-shopping.com ) </li></ul></ul><ul><ul><li>Your prices are good - but are you still competitive when shipping costs are added? </li></ul></ul><ul><ul><li>Add some Offline to the mix (PR, Print..) </li></ul></ul><ul><li>Same goes for your affiliates: </li></ul><ul><ul><li>Make your program description crystal clear </li></ul></ul><ul><ul><li>Make someone responsible for success </li></ul></ul><ul><ul><li>Your Affiliate Manager - don't hire a good one, get an excellent one </li></ul></ul><ul><ul><li>Apply the same rules you do in your local market: pay on time, give good support, communicate (!), be open and honest, etc. etc. </li></ul></ul>
  10. 10. Your Affiliate Program in Germany <ul><li>Market your program </li></ul><ul><li>Online resources </li></ul><ul><ul><li>100partnerprogramme.de </li></ul></ul><ul><ul><li>affiliate-marketing.de </li></ul></ul><ul><ul><li>affilixx.com </li></ul></ul><ul><ul><li>affiliatepr.de </li></ul></ul><ul><ul><li>Network and Agency Blogs, Tweets... </li></ul></ul><ul><li>Decentralized scene (Munich, Berlin, Cologne, Hamburg...) Upcoming events next year you might want to join: </li></ul><ul><ul><li>Affiliate Tactixx 2011 (Munich) 12th - 13th of April </li></ul></ul><ul><ul><li>SEMSEO & PubCon 2011, partnered with Webmasterworld.com (Hannover) 27th of May </li></ul></ul><ul><ul><li>a4uexpo Europe 2011 (Munich) 07th - 08th of June </li></ul></ul><ul><ul><li>Dmexco 2011 in Cologne 21st - 22nd of September </li></ul></ul>
  11. 11. Thank you - questions please :-)