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Transparency And Affiliates
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Transparency And Affiliates

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Transparency And Affiliates Transparency And Affiliates Presentation Transcript

  • Transparency and Affiliates: Is there a benefit? Ewan Darby Affiliate Director Lori Helms Geoffroy Acquisition Manager Sebastien Galina Demand Generation Manager Albrecht Fischer Client Development Director
  • Transparency in Affiliate marketing: Is there a benefit?
    • How will transparency help merchants, affiliates, agencies and networks
      • Profitability, efficiency, development
    • Is the industry becoming more, or less transparent
    • Say what’s necessary or saying everything
  • The problem with transparency is you can’t see it
    • Merchants
    • Agencies
    • Affiliates
    • Networks
  • The affiliate relationships Are too many cooks spoiling the broth? Policy Policing Promotions Payments Client Network Agency Affiliate
  • Transparency 1. The Merchant Where does AM fit in their mix? Budget Resource Time
  • Responsibilities
    • On-site affiliate pages
    • Information pages
    • Their channel mix
      • Display (DR)
      • Search (Natural and Paid)
      • Email
    • How affiliates fit
    • Making them feel integral and important
    • Clarity
    • 1. Merchant Communication
  • Transparency 2. The Agency Why do merchants appoint agencies and what do they do? Planning Reporting Strategy
  • Responsibilities
    • Programme structure
    • De-duplicating
      • Against other channels
      • Allocating the sale (last click wins, E2C)
    • Strategies
    • Brand protection
    • Development of top-tier partners
    • Planning
    • 2. Agency Communication
  • Transparency 3. The Affiliate How do you drive traffic? Sites Approach Details
  • Responsibilities
    • Sites or promotional methods
    • Feedback on performance
    • Opportunities
      • Newsletters
      • Emails
      • Events
    • Market data and performance
    • 3. Affiliate Communication
  • Transparency 4. The Network The Gate-keeping responsibility Protection Encouragement Innovation & technology Reporting
  • Responsibilities
    • Payment terms
    • Incentives
    • Creative hosting and distribution
    • Programme details and promotional copy
    • Policing the programme
    • Arbitrate between merchants/agencies/affiliates
    • 4. Network Communication
  • Further questions and comments