Top 5 Mistakes in Mobile Affiliate Marketing

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The mobile space is exploding and affiliates need to avoid mistakes and move quickly to generate revenue. Discuss practical case studies and learn from our real-life client examples. …

The mobile space is exploding and affiliates need to avoid mistakes and move quickly to generate revenue. Discuss practical case studies and learn from our real-life client examples.

Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliate/Publisher, Merchant/Advertiser
Niche/vertical: Mobile

Jeff Stevens, Director of Sales, DirectTrack (Twitter @jstevnz )

More in: Business
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  • According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
  • According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
  • According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
  • According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
  • According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
  • According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
  • Lack of Proper Mobile redirect functionality to send all mobile traffic to a specific mobile page vs. web traffic being sent to a web page.   This will provide a great lead-in from the example above.  Will keep users engaged while they test both.
  • Lack of Proper Mobile redirect functionality to send all mobile traffic to a specific mobile page vs. web traffic being sent to a web page.   This will provide a great lead-in from the example above.  Will keep users engaged while they test both.
  • Lack of Proper Mobile redirect functionality to send all mobile traffic to a specific mobile page vs. web traffic being sent to a web page.   This will provide a great lead-in from the example above.  Will keep users engaged while they test both.
  • Lack of a mobile optimized landing page – when a campaign goes out, send web traffic to web landing page and any mobile traffic should be redirected to a landing page that is optimized for a mobile device or tablet (would be great to have a live example for people to try while I am presenting.  “For those with a laptop, go to this link – directtrack.com/test.  Now on your mobile, go to the same link.”  We can show two different pages and clearly outline the differences
  • Lack of a mobile optimized landing page – when a campaign goes out, send web traffic to web landing page and any mobile traffic should be redirected to a landing page that is optimized for a mobile device or tablet (would be great to have a live example for people to try while I am presenting.  “For those with a laptop, go to this link – directtrack.com/test.  Now on your mobile, go to the same link.”  We can show two different pages and clearly outline the differences
  • Lack of proper ad-sizing per individual device.  Banners and creatives will each be rendered differently depending on the mobile screen size.  Utilize a smart adserver to pull from a pool of creatives to display correct sizes per device.
  • Strategic use of click-to-call in mobile campaigns.  While a standalone mobile banner ad certainly has its role in mobile marketing, advertisers should be open to split testing click-to-call phone numbers in their ads to test performance.  (We may want to pull in Ring Revenue to throw some stats out there… and we can reference their service.
  • Lack of targeting in a mobile ad rotator – Similar to the value ad rotators bring to web ads, we can first explain why a rotation of ads is important in mobile marketing – optimization on revenue or click-through, easily swap out new ads without modifying code, etc.   The key takeaway will be targeting each ad within ad ad rotator to such factors as time of day, day of week, and eliminate individual ads that are not performing (ie. removal of an ad that dips below a given conversion rate percentage).
  • Lack of targeting in a mobile ad rotator – Similar to the value ad rotators bring to web ads, we can first explain why a rotation of ads is important in mobile marketing – optimization on revenue or click-through, easily swap out new ads without modifying code, etc.   The key takeaway will be targeting each ad within ad ad rotator to such factors as time of day, day of week, and eliminate individual ads that are not performing (ie. removal of an ad that dips below a given conversion rate percentage).

Transcript

  • 1. The Top FiveMistakes in MobileAffiliate Marketing 1 2 3 4 5Jeff StevensDirector of SalesDirectTrack / Direct Response TechnologiesJanuary 2013
  • 2. DirectTrack: Our point of view. POWERING: Affiliate Networks Display Networks Tier-1 Brands High-Volume Publishers Mobile Marketers Social Media Marketers Channel Partner Programs 2
  • 3. Annually, DirectTrack Accounts For: “Up to 30% of all clicks tracked are being generated from a mobile device or tablet.” 3
  • 4. Mobile Marketing Landscape 4
  • 5. Affiliate Challenges: App Overload“26,000 applications weresubmitted to the iTunes Appstore in each of the first sevenmonths of 2012.” -That’s a lot of Apps! Affiliates must choose a Cost Per Install (CPI) App offer carefully or risk being burned. Ask the right questions, and use the same vetting process that you would use for traditional affiliate offers. 5
  • 6. Affiliate Challenges: Mobile vs. PCMobile users and PC users areeffectively now one and thesame. The user experience ofall affiliate driven offersshould account for this fact.Traditional Email Marketing:“We have seen upwards of 40% of clicksdriven by a mobile device rather than aPC when an offer is sent via mass email” 6
  • 7. Affiliate Opportunity Affiliate Mobile Opportunities Go Beyond Apps  Ensure that ALL offers are properly formatted to accept a mobile user click.  Test the offer end to end on both PC, mobile handheld, and tablet. Thrive From Others’ Past Mistakes! 7
  • 8. 1 Mobile Device Recognition Upon RedirectCOMMON MISTAKE:Rely on the advertiser (or App developer) to handle device recognition at thelanding-page level.SOLUTION:Affiliate and network controls landing-page optimization at the redirect level. Issues and Risks PC and mobile users Low conversion rate All parties in sent to one shared due to poor user transaction landing page experience chain suffer 8
  • 9. 1 Mobile Device Recognition Upon Redirect Conversion User Receives Tracking System Redirects User to TrackedEmail and Clicks Identifies Device Device-Specific Successfully With Landing Page Shared Tracking Code Confirmation Page 9
  • 10. 1 Mobile Device Recognition Upon Redirect Navigate Here: http://pdt.directtrack.com/test From PC From MobileArrive at http://www.google.com Arrive at http://m.yahoo.com 10
  • 11. 2 Poor App Tracking User ExperienceCOMMON MISTAKE:The affiliate offer uses a “web page pop” back-door tracking mechanism totrack an App install.SOLUTION:Ensure the App install is using a “fingerprint” tracking method with formattedSDK. Ensure tracking occurs without affecting user experience. Issues and Risks Tracking becomes Loss of Affiliates and networks fail 100% reliant tracking to collect on commission on end user accuracy rightfully owed 11
  • 12. 2 Poor App Tracking User Experience USER Web Browser User TakenEXPERIENCE USER CLICKS App STORE INSTALL Loads Back to App Poor Tracking Accuracy. Reliant on User. 12
  • 13. 3 Lack of Post-App Install TrackingCOMMON MISTAKE:Affiliate Cost Per App Install (CPI) offers that lack post-install payoutopportunities. Awareness that these opportunities even exist.SOLUTION:Use technology to track and pay affiliates on transactions that occur after theinitial App install. Issues and Risks Limited affiliate earning Networks lose Loss of user opportunities affiliates to Lifetime Value competition (LTV) analytics 13
  • 14. 3 Lack of Post-App Install Tracking Traditional CPI App PayoutPost App-Install Payouts In-App App Upgrade Purchase 14
  • 15. 4 Failure to Use Mobile Ad RotatorsCOMMON MISTAKE:Relying on one creative to generate conversions without split testing oroptimizing.SOLUTION:Use mobile ad rotators to ensure the highest performing creative is beingserved across all channels. Issues and Risks Lack of optimization “All eggs in one Lose advanced means less commission basket” approach earned by affiliate and targeting controls at produces lower network creative level conversion rates 15
  • 16. 4 Mobile Ad Rotator: Targeting 16
  • 17. 4 Mobile Ad Rotator: Inventory ManagementAds in rotation: Mobile publisher landing page: 1. . 2. . 3. . 4. . 5. . 17
  • 18. 4 Mobile Ad Rotator: Optimize on Performance Views Clicks Revenue 1. . 1 million 40,000 $650 2. . 1 million 26,000 $910 3. . 1 million 11,000 $250 4. . 1 million 82,000 $2,000 5. . 1 million 31,000 $4,200 Optimized based on revenue generated per creative 18
  • 19. 5 Lack of In-House Mobile Performance TrackingCOMMON MISTAKE:Engaging in mobile marketing efforts without an in-house mobile trackingplatform.SOLUTION:Use a tracking engine to serve as the hub for all mobile-related traffic buysand affiliate-tracked transactions. Issues and Risks Lack of control – Will “throw spaghetti Loss of centralized spend, optimization, at the wall and reporting for all mobile ROI, attribution hope it sticks” marketing channels 19
  • 20. 5 Lack of In-House Mobile Performance TrackingMobile Distribution Mobile Ad Channels Affiliates Social Media Networks Central In-House Tracking Engine Affiliate Performance Real-Time Tracking Social Performance Value Gained Mobile Channel Attribution Ad Rotators Mobile Analytics Optimization 20
  • 21. Conclusion: Takeaways• Affiliates: Mobile users must be accounted for in all scenarios going forward. Force the network or advertiser to make changes to optimize for a mobile experience.• Networks: Arm yourself now and stay up to date with the latest in mobile- tracking technology. Late comers will be bypassed.• Advertisers / App Developers: The affiliate channel will fast become one of the most cost effective and productive mediums for generating user installs. Prepare now. 21
  • 22. Questions? jstevens@directresponse.com Twitter - @jstevnzBooth #223/225 Visit: www.directtrack.com USA: +1.412.921.6881 Toll Free: 1-866-773-4460 22