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Incentivised Traffic - Kevin Edwards - Affiliate Window
 

Incentivised Traffic - Kevin Edwards - Affiliate Window

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Kevin Edwards, Affiliate Window, incentivised Traffic, marketing, affiliate, a4uexpo, a4uexpo London, a4u expo

Kevin Edwards, Affiliate Window, incentivised Traffic, marketing, affiliate, a4uexpo, a4uexpo London, a4u expo

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Incentivised Traffic - Kevin Edwards - Affiliate Window Incentivised Traffic - Kevin Edwards - Affiliate Window Presentation Transcript

  • Understanding Incentivised Traffic in Affiliate Marketing Kevin Edwards Partnerships Director Affiliate Window
  • Background
    • Online loyalty: 10% less than high street... *
    • £1.2m ‘lost’ per 100 customers over lifetime *
    • Cashback, viral, codes all on rise
    • Clear strategy essential
    • *Webloyalty, Sept 2008
  • What is Incentivised Traffic?
    • Offering a reward or added perceived value to a consumer for transacting:
    • Cashback
    • Loyalty or Reward Sites
    • Voucher Codes
  • Rapid Growth
  • The Issues - Cashback
    • Understand the cashback consumer
  • Money Saving Expert
    • Popular consumer site
    • 5k new subscribers every week
    • 3m uniques a month
    • 12,500 posts a day
    • Alexa ranking higher than Channel 4, ITV and similar to Yell and Daily Mail
    • Martin Lewis frequently on TV
  • “ The cashback site told us to submit a ticket, so we did. We sent them all the necessary proof of purchase and everything they wanted.” “ Obviously, we are not getting anywhere and we have been screwed out of £45.” “ Is it time that we called in Moneyclaim.gov and put our claim in front of someone who will get us our rightfully owed cash?” “ RBS are con merchants. I refuse point blank to use RBS products now” “ DON’T USE RBS COMPANIES”
  • Understand the cashback consumer
    • Savvy online consumer
    • Appreciate savings are available online
    • Accesses multiple points of reference
    • Loyal to cashback site or cashback concept
    • Know the consumer; know cashback sites
  • The Issues - Cashback
    • Understand the cashback consumer
    • Brand or price led?
  • Brand or price led? 3%? 2.5%? 4%? 3.5%?
  • Brand or price led? 3.5%
  • Brand or price led?
  • Cashback example
    • ‘ Landgrab’ to ‘buy traffic’ from competitors
    • Utility company offered higher rate to two cashback sites
    • Home page coverage, newsletter support & extra online exposure
  • Cashback example
  • Cashback example
  • The Issues - Cashback
    • Understand the cashback consumer
    • Brand or price led?
    • New customers & commissions
  • New customers & commissions
    • New customer acquisition
    • Incentives
    • Reduced cashback commission BUT launched voucher code
    • Why not trial new customer codes?
    • 5% base to 10% for new customer
    • Don’t offer automated tiers
  • The Issues - Cashback
    • Understand the cashback consumer
    • Brand or price led?
    • Delivering new customers
    • Monitoring quality of leads
  • Monitoring Leads
    • Appreciate ‘savvy’ consumers can take advantage of lead programmes
    • Set commissions accordingly
    • Monitor lead quality using your network
    • Set appropriate T&Cs
  • The Issues - Cashback
    • Understand the cashback consumer
    • Brand or price led?
    • Delivering new customers
    • Monitoring quality of leads
    • Supporting marketing channels
  • Supporting marketing channels
    • Newsletters, blog posts, emails etc...
  • Cashback Summary Cashback sites have used your cost of sale to create a consumer proposition: Use cashback sites to your advantage
  • Loyalty & Reward Site
    • Long standing brand equity
    • Offer sophisticated sites and loyal users
    • Potential multi-channel coverage
    • ‘ Value add’ competitions, engaged content
  • Case Study -
    • Airmiles run double and bonus Airmiles promotions at regular intervals
    • Agree in advance increased commissions with ‘cornerstone’ partners
    • On-site exposure, newsletter coverage and occasional direct marketing pieces
  • January 2008 Airmiles Statement
  • January 2008 Airmiles Statement Merchant relationships sourced through networks
  • aerwerwer qwerqwerwer3 January 2008 Airmiles Statement
  • January 2008 Airmiles Statement Sales more than doubled for ‘double Airmiles’ promotion compared to normal earn rate periods
  • January 2008 Airmiles Statement In line with the increase in sales was a more than doubling of the sales value
  • Benefit from their brand equity built over time; ‘value add’ rather than pure cashback. Offer engaged content and build affinity partnership opportunities. Wide scope for future growth. Loyalty - Summary
    • 12-fold increase in searches for ‘vouchers’ over last three years*
    • Neilsen named as 4 th fastest growing site in the UK (June ‘08)
    • Growth outstrips other affiliate groups
    • New entrants
    • PPC, SEO, Email, Forums, Offline
    • New tools and technologies
            • * Hitwise, Aug 2008
    Voucher Codes
  • Top two voucher code sites currently driving over £6m in sales every month with Affiliate Window Voucher Codes – The growth
    • Displaying codes
    Voucher codes
  • Voucher codes – Displaying codes
  • Voucher codes – Displaying codes
    • ‘ Click to reveal’ codes
    • Bespoke codes
    Voucher codes
  • Voucher codes – Bespoke codes
  • Voucher codes – Bespoke codes
    • ‘ Click to reveal’ codes
    • Bespoke codes
    • Monitoring and tracking
    Voucher codes
  • Voucher Codes - Tracking
  • Voucher Codes – Monitoring
    • ‘ Click to reveal’ codes
    • Bespoke codes
    • Monitoring & tracking
    • Test & optimise
    Voucher codes
  • Voucher codes – Test & optimise ‘ Stretch and Save’
  • Be adaptable in your approach but closely monitor and optimise. Use for key pushes and promotions & mould for business goals. Work your commissions according to your ROI Voucher codes – Summary
    • Improved reporting
    • Multiple referrer rewards
    • Revised commissions
    • Mainstream coverage
    • Amalgamation of technologies
    • New entrants; mass market
    Incentivised Traffic – The Future
  • Understanding Incentivised Traffic in Affiliate Marketing Kevin Edwards Partnerships Director Affiliate Window [email_address] 020 7553 0354