Internernational Insight: Looking Ahead in Time at Publisher Activitites

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  • 1. International Insight: Looking ahead in time at publisher activities Each marketplace across Europe has local nuances, Internet behaviour, advertiser verticals, cultural and even domestic infrastructure differences which all combine to determine the type of affiliates that operate in that market. By taking a closer look at more mature markets, and markets with similar composition, we are able to predict how other markets will develop and what opportunities can be explored in the future.
  • 2. International Insight – Looking ahead in time at publisher activities Ben Manning TradeDoubler
  • 3. Ben Manning Product Director – td Affiliate
    • Product Development
    • Product Management
  • 4. TradeDoubler Intro Performance-based digital marketing company - established 1999 Public company headquartered in Sweden 18 local European offices and Asia office located in Tokyo
  • 5. Publisher activity growth
    • What signposts mark the development of publishers?
    Email PPC Loyalty
  • 6.  
  • 7.
    • 1. Direct to Merchant
    • Affiliates with no websites
    • Activity unpoliced
    • Brand focus of activity
    PPC Signposts
  • 8.
    • 2. Policies & Restrictions
    • Blanket policies – i.e. no brand
    • Basic holding pages
    • SEs usage restrictions – domains, brand, sectors
    PPC Signposts
  • 9. Example Keyword Policy
  • 10. Basic ‘holding’ page
  • 11.
    • 3. Content
    • Optimised landing pages built
    • Websites created
    • Basic campaign tracking
    PPC Signposts
  • 12. Optimised landing page
  • 13.
    • 4. Co-ordinated Strategy
    • Integrated within broader approach
    • SSG result in complimentary messaging
    PPC Signposts
  • 14. Search Co-ordination
  • 15. What happened after trademark policy was lifted? The first 3 results stay unvaried as they built a strong history / quality score over time 8 out of 10 first paid search results are BG’s official site and affiliates
  • 16.
    • 5. Visibility & Control
    • Sophisticated tracking
    • Network tools to verify activity
    • User journey analysis
    PPC Signposts
  • 17. User Journey Analysis
    • Long tail optimisation
    • Combinations and dependencies
    • Ad copy
    • Ad position
    • Time of day
    Action Source Sale Id Time stamp Keyword Sale Value Publisher Commission Click 76372677   29/01/2009 22:08 Dell Computers   0 Click 76372677   29/01/2009 22:38 Gaming PC   0 Click + Sale 76372677 5254438 29/01/2009 22:46 Alienware PCs £941.00 £21.17
  • 18.
    • 6. Expansion
    • Affiliates become small companies
    • Vertical expansion
    • International expansion
    PPC Signposts
  • 19.
    • 7. Long-term sustainability
    • Professional copywriters provide unique content
    • Business model moving towards SEO
    PPC Signposts
  • 20.
    • 8. Mobile......
    • Mobile PPC
    • Click-to-call redirects
    PPC Signposts
  • 21. Paid Search over Mobile “ We are now able to drive demand through the most innovative and fastest growing medium available to modern marketers.” Marco Bossi, Dell SMB EMEA Affiliate Manager
  • 22.
    • Direct to Merchant
    • Affiliates with no websites
    • Activity unpoliced
    • Brand focus of activity
    PPC Signposts
    • 2. Policies & Restrictions
    • Blanket policies – i.e. no brand
    • Basic holding pages
    • SEs usage restrictions – domains, brand, sectors
    • 3. Content
    • Optimised landing pages built
    • Websites created
    • Basic campaign tracking
    • 4. Co-ordinated Strategy
    • Integrated within broader approach
    • SSG result in complimentary messaging
    • 5. Visibility & Control
    • Sophisticated tracking
    • User journey analysis
    • Network tools to verify activity
    • 6. Expansion
    • Affiliates become small companies
    • Verticals and Country expansion
    • 7. Long-term sustainability
    • Professional copywriters provide unique content
    • Business model moving towards SEO
    • 8. Mobile......
    • Mobile PPC
    • Click-to-call redirects
  • 23.
  • 24. Email Marketing Signposts
    • 1. Instant Performance
    • Uncontrolled activity
    • Non opt-in possible
    • Effective lead-gen
  • 25. Email Marketing Signposts
    • 2. Legal agreements
    • Written contracts
    • Transparency over list details
    • Only opt-in
  • 26. Controls within email marketing
  • 27. Email Marketing Signposts
    • 3. Best practise
    • Optimised landing pages
    • Creative HTML-validated for different email systems
  • 28. Optimised landing pages
  • 29. Email Marketing Signposts
    • Professional Management Tools
    • Specialist systems used for email delivery and activity measurement, list cleaning
  • 30. Email Marketing Signposts
    • 5. Exclusivity & Co-ordination
    • Close partnership with advertisers
    • Exclusive relationships
    • Synchronised with other marketing activities
  • 31. Email Marketing Signposts
    • 6. International expansion.....
    • Roll-out across other countries
  • 32. Email Marketing Signposts
    • 1. Instant Performance
    • Uncontrolled activity
    • Non opt-in possible
    • Effective lead-gen
    • 2. Legal agreements
    • Written contract with TD
    • Transparency over list details
    • Only opt-in
    • 3. Best practise
    • Optimised landing pages
    • Creative HTML-validated for different email systems
    • Professional Management Tools
    • Specialist systems used for email delivery and activity measurement, list cleaning
    • 5. Exclusivity & Co-ordination
    • Close partnership with advertisers
    • Exclusive relationships
    • Synchronised with other marketing activities
    • 6. International expansion.....
    • Roll-out across other countries
  • 33.  
  • 34. Loyalty Signposts
    • 1. Unknown Territory
    • Partial cash back awarded
    • CPA and CPC included
    • Small user base
  • 35. Loyalty Signposts
    • 2. Growing adoption
    • Incentives to sign up
    • New loyalty models – points, air miles, charity, green
    • Different commercial models tested
  • 36. Incentives to sign up in loyalty
  • 37. Loyalty Signposts
    • 3. Competitive differentiation
    • Forum communities
    • New features: price comparison
  • 38. Communities within loyalty
  • 39. Price comparison within loyalty
  • 40. Loyalty Signposts
    • Standardisation & best practise
    • Creation of loyalty association
    • User fraud checks and controls
    • Co-branded landing pages
  • 41. Co-branded landing pages
  • 42. Loyalty Signposts
    • 5. Automation and tracking
    • Cookie checker tools
    • Integrated systems to manage untracked sales
    • Browser toolbar plug-ins
  • 43. Loyalty Signposts
    • 6. Mainstream
    • Microsoft launch in US
    • Extend business into white label
    • Major publishers adopt model
  • 44. MSN Cashback “ We see cashback as an important opportunity to deliver additional value” Bill Gates, Microsoft
  • 45. White Label Cashback
  • 46. Major newspapers adopt loyalty
  • 47.
    • 1. Unknown Territory
    • 50% cash back
    • CPA and CPC included
    • Small user base
    • 2. Market advances
    • Incentives to sign up
    • Users report untracked sales
    • New loyalty models – points, air miles, charity, green
    • Ever more professional approach
    • Forum communities
    • Untracked sales need volume based efficiency
    • New features: price comparison
    • Standardisation of best practise
    • Creation of loyalty association
    • User fraud checks and controls
    • Co-branded landing pages
    • 5. Automation and tracking
    • Cookie checker tools
    • Integrated systems to manage untracked sales
    • Browser toolbar plug-ins
    • 6. Mainstream
    • Microsoft launch in US
    • Extend business into white label
    • Major publishers adopt model
    Loyalty Signposts
  • 48. All Roads Lead to....
  • 49. Thank you! Questions?