Getting Out of Irons: Re-Setting Your Course
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Getting Out of Irons: Re-Setting Your Course

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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: An obstacle or opportunity causes your ship to change course… how do you remain ...

This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: An obstacle or opportunity causes your ship to change course… how do you remain afloat? Gain insight into how advertisers and networks are evolving and what publishers can do to stay the course.

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Getting Out of Irons: Re-Setting Your Course	Getting Out of Irons: Re-Setting Your Course Presentation Transcript

  • Getting Out of Irons: Resetting Your Course Brian Marcus Director, Global eBay Partner Network
  • IN IRONS The "trapped" condition a sailing ship finds itself in when the bow of the ship is headed into the wind and the ship has stalled and is unable to maneuver. Navigating the Industry Sea Change 2
  • INDUSTRY SEA CHANGE: Navigating Shifting Tides TOPICS OF DISCUSSION: • Affiliate Marketing Today – the tides are turning • Welcoming Opportunity – finding your tailwind • Weathering Change – and navigating toward success Navigating the Industry Sea Change 3
  • STATE OF THE INDUSTRY: Affiliate Marketing Today • Rapid advancements in technology • Advertisers are becoming more customer-focused • Affiliates are working with advertisers differently Navigating the Industry Sea Change 4
  • INDUSTRY SEA CHANGE: Capitalizing on Market Growth Forrester estimates a $4.5B Advertisers are starting to CAPITALIZE on emerging trends So should YOU growth by 2016 Navigating the Industry Sea Change 5
  • OUR ECOSYSTEM TODAY CUSTOMERS Buyers Sellers Getting a deep understanding of customers eBay Helping customers achieve their goals Publishers ePN helping publishers achieve their goals Navigating the Industry Sea Change 6
  • ADJUSTING YOUR SAILS: Positioning for Success Recognizing Charting Exploring WIND YOUR UNCHARTED PATTERNS COURSE TERRITORIES Navigating the Industry Sea Change 7
  • INDUSTRY SEA CHANGE: Not all traffic is equal Advertisers have begun to: IMPLEMENT Tools GATHER Data PREDICT Behavior Allowing for better customer segmentation and determination of traffic value Navigating the Industry Sea Change 8
  • INDUSTRY SEA CHANGE: The pond is getting bigger Expanding Worldwide Global GLOBAL REACH INVENTORY OPPORTUNITIES Navigating the Industry Sea Change 9
  • INDUSTRY SEA CHANGE: Harnessing the power of technology Multichannel • ONLINE/OFFLINE EVENTS Mobile • • APPS, MOBILE WEB • More Buying Opportunities Social LEVERAGE CURRENT SOCIAL NETWORKS IMPLEMENT EMERGING SOCIAL CAPABILITIES Navigating the Industry Sea Change 10
  • WHEN THERE IS NO WIND CHALLENGES Inventory Conversions Publisher TOO FAMILIAR DROPPING FATIGUE Navigating the Industry Sea Change 11
  • HOW CAN YOU BE THE TAILWIND? Ask yourself: How am I expanding the pie? In all the RIGHT PROGRAMS? MOBILE, SOCIAL, GEOX? WHAT ACTIONS will lead to BETTER MOMENTUM? Navigating the Industry Sea Change 12
  • MAKING ADJUSTMENTS: Optimization LEVERAGING WORKING Be an EARLY DATA TOGETHER ADOPTER - Data feeds - Conversion optimization - Driving traffic to the right places - Newsletters - Marketing calendar - Leveraging advertiser data -Contextual advertising - All angles - Pilots - Tests - New models Navigating the Industry Sea Change 13
  • CATCHING THE WIND: Providing More Value RAISE ADD Your to the HAND CONVERSATION Give CONSTRUCTIVE FEEDBACK Navigating the Industry Sea Change 14
  • NAVIGATING TOWARD SUCCESS Catch Wind Sail Forward Turn the Ship Navigating the Industry Sea Change 15