Top 5 Affiliate Marketing Opportunities for 2006
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Top 5 Affiliate Marketing Opportunities for 2006

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Anne Holland, Publisher of MarketingSherpa, delivered the keynote address at Affiliate Summit West 2006 on January 9, 2006 in Las Vegas.

Anne Holland, Publisher of MarketingSherpa, delivered the keynote address at Affiliate Summit West 2006 on January 9, 2006 in Las Vegas.

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Top 5 Affiliate Marketing Opportunities for 2006 Top 5 Affiliate Marketing Opportunities for 2006 Presentation Transcript

  • Top 5 Affiliate Marketing Opportunities for 2006 Affiliate Summit 2006 January 9, 2006 Anne Holland, Publisher, MarketingSherpa
  • The Hidden Success
    • $6.5 billion in 2005 (low estimate)
    • Smartest, most entrepreneurial marketers on the planet
  • Facts not Opinion: MarketingSherpa Methodology
    • Data for our reports, case studies and newsletters is gathered from:
    • 776 affiliate marketers & merchants surveyed
    • 5,000+ email & search marketers surveyed
    • Eyetracking lab tests
    • Research partnerships w/ dozens of vendors
    • 500+ exclusive Case Studies
  • Source: MarketingSherpa Affiliate and Merchant Survey, August 2005 Affiliates & Search: Dramatic Shift Views on how affiliates use TMs are changing fast. Affiliates and Search 29% 39% 50% 21% 0% 10% 20% 30% 40% 50% 60% We essentially outsource our search engine marketing to our affiliates, and we give them free reign with TMs and branded terms. We don't allow our affiliates to use our TMs/branded terms in the search engine marketing. January '05 August '05
  • Affiliates & Search Opportunity #1: News Releases Source: Shawn Collins Consulting, December 2004 Press releases are for customers, not journalists.
  • Search News Opportunities by Niche Source: PR Newswire Data, August, 2005
  • Affiliates & Search Dramatic change in PPC bidding Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 and MarketingSherpa, Search Marketing Metrics Survey, June 2004 E-LOAN says bid management no longer makes competitive difference
  • Affiliates & Search Opportunity #2: Landing Pages Source: Atlas DMT, Search Listing URL and Conversion, 04/2004
  • Example: 30-50% conversion lift Source: Atlas DMT, Search Listing URL and Conversion, 04/2004
  • Many landing pages still lame Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 and MarketingSherpa, Search Marketing Metrics Survey, June 2004
  • Example: Tall Women’s Clothing
  • Example: Tall women’s clothing landing page
  • Which search terms are worth extra work on landing pages? Keyword Research ROI – 5+ Years Exp. Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005
  • Affiliates & Email Marketing
    • Three Top Opportunities
  • #1. Most actionable data: Opt-in recency affects response Source: InformZ for MarketingSherpa, October 2005 Age of User Record
  • Example: New opt-in campaign Consider an educational 5-7x email series before sending clicks to merchants
  • #2. Unexpected success data: Co-registration opt-ins Source: MarketingSherpa, Email Marketing Benchmark Survey, October 2005
  • Example: co-registration
  • Vendor recommendation
    • Co-regComplete.com
  • #3. Eye-opening data: Segmentation worth the effort Source: Topica for MarketingSherpa, October 2005 0.48% 4.14% 6.68% 30.86% Averages 0.20% 3.50% 1.10% 13.10% > 100K 0.80% 3.70% 4.00% 13.40% 50K–100K 0.50% 4.00% 7.60% 28.50% 10K–50K 0.30% 3.90% 9.00% 48.80% 5K–10K 0.60% 5.60% 11.70% 50.50% < 5K Clicks Opens Clicks Opens   Not Segmented Segmented Audience Size   Promotional Campaigns
  • Example: Multi-article vs single article ezine
  • Networking Guide for Affiliate Summit 2006
    • Who should you schmooze and how can you tell if they’ll be any good as partners?
  • Merchants’ Affiliate Growth Plans Source: MarketingSherpa Affiliate and Merchant Survey, August 2005
  • Picking the Best Affiliates: Merchant’s Revenue from Affiliates Source: MarketingSherpa Affiliate and Merchant Survey, August 2005
  • What’s wrong with most affiliates?
  • Two Main Types of Affiliates: (vast oversimplification)
    • Branded
      • Niche/targeted
      • Audience/topic passion
      • Custom creative does better
      • Enthusiast pubs
    • Non-Branded
      • Mass distribution
      • Cash is king
      • Generic creative ok – but optimize it
      • Late night cable ads
  • Create more *true* partnerships
    • Marketing w/non-branded affiliates
    • Electronic Retailers Assn
    • Multivariate & eyetracking testing
    • Marketing w/ branded affiliates
    • More custom content
    • Click-didn’t-buy campaigns
    • Shared Web analytics
    • Affiliates partnering w/ each other
    • Exit pops/DHTML
    • Co-registration
  • Together, let’s make 2006 a $10 billion year!
    • FREE Offer: Deadline Jan 15th
    • Get ‘ MarketingSherpa’s Top 10 Email Newsletter Mistakes ’
    • $20.00 report free with any purchase
    • www.SherpaStore.com www.SherpaStore.com
    • (877) 895-1717
    MarketingSherpa, Inc. 499 Main Street Warren, RI 02885 (877) 895-1717 Outside the U.S.(401) 247-7655 http://www.MarketingSherpa.com