Your SlideShare is downloading. ×
Internationally  Managing Your  Campaign From A  Distance
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Internationally Managing Your Campaign From A Distance

900
views

Published on

Published in: Technology, Design

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
900
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Internationally Managing your Campaign from a Distance 29th April 2009
  • 2. Who’s who? • Cheryl Ingram, UK Client Development Director, Commission Junction • Peter Norris, Performance Marketing Manager, EMEA, InterContinental Hotels Group • Lena Siara Huang, eCommerce Manager, Marriott International
  • 3. Agenda • Introduction – the European landscape • Marriott and IHG program overviews • Interview – with IHG and Marriott • Wrap-up • Any questions?
  • 4. European Facts • The total online audience in Europe grew by 8% YOY to 241 million (June 08) • This year, eMarketer estimates there will be 136.1 million Europeans online in the five largest European Union countries – UK, France, Germany, Italy, Spain • c178 million Europeans go online every week • Over half (55%) of internet users in Europe go online everyday • Europe now accounts for 28% of the total world population • Online behaviours across Europe have changed dramatically - a massive 80% of European internet users have bought a product or service online, up 3% since 2006 and double the 2004 figure.(EIAA Mediascope study)
  • 5. YoY Growth in Broadband Penetration
  • 6. Differences by Market
  • 7. Differences by Market
  • 8. Differences by Market
  • 9. Differences by Market
  • 10. Differences by Market
  • 11. Peter Norris
  • 12. IHG at a Glance
  • 13. The IHG Affiliate Campaign An introduction: – IHG has one global affiliate programme with local management in the Americas, EMEA and APAC regions; – Commissions are paid on completed stays; – Promote all brands and hotels globally; – Migrated to CJ in 2008 from BeFast;
  • 14. Why we chose CJ Some of the benefits of the CJ platform are as follows: – A global leader in affiliate marketing, allowing IHG to work with new sites in all regions – Opportunity to partner with top performing affiliates – Affiliate commissions can be paid in multiple currencies – The potential for more revenue and exposure for our hotels – Allows for easy sign-up and enrolment to the affiliate program
  • 15. Our Expansion into Europe • Install ‘on-the-ground’ local management of affiliate programmes • Build direct relationship between local CJ manager & IHG performance marketing manager for that country • Provide local Performance marketing managers with outlet for potential publishers • Provide facility for new publisher enquiries & streamlined sign-up process • Grow affiliate based revenue in France, Germany, Italy & Spain. • Commission new revisions & improve quality of existing affiliate campaign materials in Europe (creative, links, catalogue) • Operate recruitment drive of locally identified potential publishers
  • 16. Lena Huang
  • 17. Marriott International – Fast Facts Marriott has over 3,100 hotels in 68 countries, and has been ranked as the lodging industry’s most admired company In 2008, Marriott.com has been ranked … • #7 in the Top 10 largest consumer retail Web sites in the world No other hotel company has made it into the Top 10. • #1 for “User Experience” First time a direct supplier has out-performed any travel service aggregator, including Expedia and Hotels.com 2008 Online Sales • Marriott.com drove $6.2 billion in gross revenue (+18.8% YoY) • Marriott Global sites grew +66% YoY
  • 18. Marriott - Brands
  • 19. Affiliate Marketing – a Growing Channel Affiliate Marketing as strategic part of overall online strategy • Channel increases visibility online • Gives access to new customers and customer segments • Affiliate shoppers tend to buy more than the average shopper • Lower CPA than other advertising channels Why Marriott decided to expand globally… • In the US affiliate marketing spending accounts for 9% of total online ad spending and is estimated to reach $3.3 billion in 2012 • The US affiliate industry is estimated to grow at a compound annual growth rate (CAGR) of 13% over the next five years • Travel is #1 advertiser sector in affiliate industry, accounting for 30% • Affiliate marketing is a growing channel – globally
  • 20. Marriott’s Affiliate Programmes Today US Program UK Programme • Launched in 2003 • Launched in 2007 • Main audience in US & Canada • Main audience in UK & Ireland • To date 3,000+ affiliates • To date 600+ affiliates YOY Growth 2008: +80%
  • 21. Interview
  • 22. International - Operations Regional Offices – International Sites – Affiliate Programs Central Europe North America Germany USA France UKIMEA Asia-Pacific US & Canada UK & Ireland UK Ireland Australia China Carrib.-LatAm Japan South Korea LatAm - Spanish/ Español Brazil
  • 23. Previous Affiliate Marketing Structure Campaigns, creative & strategy drip fed into European campaign with no consideration of language, regional differences, or local contacts.
  • 24. Revised Affiliate Program Structure
  • 25. Affiliate Programme Realignment The new structure increases programme accessibility for the local IHG manager, as well as utilising local knowledge on both IHG and CJ sides; Recruitment ongoing by CJ Non-CJ Provided with Local CJ Manager able to Publishers in information immediately offer terms local market Local IHG from Affiliate Performance Commission programme Marketing Junction Local On-the-ground, local CJ Existing CJ manager on… Manager manager able to approach Publishers in publisher & invite to local market program. IHG identified potential publishers identified in local market, by local IHG performance marketing manager & added to campaign
  • 26. Interview
  • 27. Publisher Recruitment Recruiting Direct Network Outreach to pubs Conferences/ Regional with various Managers Direct Outreach business models Regional Hotels
  • 28. Publisher Recruitment Challenge Attracting, targeting & approaching the right publishers in each country…
  • 29. Interview
  • 30. Publisher Communication Cultural Less Differences Face-to- Face Language Issues Time Differences Local Knowledge Publisher Communication
  • 31. Revised Campaign Materials Some of the changes we’ve made to ensure good communication: – New translated publisher information pages; – Newly commissioned IHG branded creative; – Hotel database updated and translated for publisher download; – Deeplink URL generators; – Translated newsletters/emails..
  • 32. Interview
  • 33. Meeting Publisher’s Needs Country Cultural Specifics needs Publisher Market Needs Trends Industry Trends
  • 34. Keeping up-to-date • Understanding and being aware of each market is vital to success. – Local CJ Manager inputs on country trends, creative requirements & bespoke opportunities within publisher base; – Local IHG Performance Marketing manager forms relationships with local publishers and can negotiate deals; – UK & US IHG Performance Marketing Managers can open promotional campaigns out to Europe through translated and locally relevant materials. – Maintain a presence on A4U and approach potential affiliate partners via system.
  • 35. Some Extra Bits Where are you now and what have you learnt on the way?
  • 36. Fresh & Innovative Programs Affiliate Offers • Hotels/ Rooms with 11 different Marriott brands Commissions on completed stays • ShopMarriott Products Commissions on online purchases Affiliate Tools • Variety of creative and advanced links • Data feeds, Deep links, Custom links • Deals and specials Communication Constant updates with tips & tricks
  • 37. What’s Next? Global Expansion – Things to consider • Market potential • How developed is eCommerce in this market/ country • Existing affiliate industry • Awareness of your products/ services/ brand • Local representation/ Language constraints • Choosing the right affiliate network • Technical and cost considerations
  • 38. Where are we now? • Within Europe; – 270+ publishers signed up in Europe; – Fully integrated, locally managed, regional campaigns running in France, Germany, Italy and Spain; – 33% increase in European affiliate revenue since start of European expansion; – Ongoing recruitment drive, reviewed on a quarterly basis in place to grow European publisher base organically. • Globally; – 28% YOY Growth in March Gross Revenue
  • 39. Coming Soon
  • 40. Coming Soon
  • 41. Coming Soon
  • 42. Coming Soon
  • 43. Coming Soon
  • 44. Wrap Up One size does not fit all Communication, Communication, Communication
  • 45. Any questions?

×