How online is doing Economy shrank 2.9% in Q1 2009 Unemployment up by 29% in the last year 17p in every £ spent online 50% spent online by 2014 Sources: ONS (April 09), National Staistics, IMRG CapGemini e-Retail Sales Index
Performance Marketing in a Recession Low risk marketing channel Paying after the money is in the till Scaleable LET’S NOT WASTE A GOOD RECESSION
New vs Existing Customers Where is the brand loyalty, with you or the affiliate? Would the sale have come to you anyway? Reward affiliates for driving new customers?
Lifetime Value Some affiliate models promote switching Do you measure the lifetime value of sales through different channels? Should an affiliate be rewarded for driving better customers?
Affiliates convert sales quicker Sale event type Display Click NaturalSearch Paid Search Affiliates
Using this information to maximise your campaign effectiveness
Looking past the last click Analyse what you are paying affiliates Remember last click isn’t everything
Determining the worth 100 sales Last Click Sales 80 sales Affiliate Only 30 Affiliate to other 20 Other to affiliate 90 sales True Value
Determining the worth 100 sales Last Click Sales 80 sales Affiliate Only 50 sales Affiliate to other 20 Other to affiliate 50 sales True Value
More than a single channel Understand different affiliate types How do they interact with each other? Bespoke approach for each one
More than a single channel Can they be used to complement your existing search strategy? Incremental value or cannibalisation? How do we harness them and achieve our aims? PPC Affiliates Cashback and Incentive sites Do they add incremental value or simply cannibalise other channels? What offers should we be pushing and how do we retain control? Voucher Code Sites Email affiliates Are you providing them with the right tools to promote you? How do we stay ahead of the curve whilst protecting ourselves at the same time? Emerging Technologies Long Tail Content
Driving new customers? Can affiliates be incentivised to drive new customers? Pay a bonus for new customers Is it something they can influence? Does it vary for different affiliate types?
Driving better customers Do certain affiliates/ affiliate types drive better customers already? Do merchants measure this? Would certain affiliates be better incentivised working on a lifetime rev share model?
Aiding conversion Some (content) affiliates are losing sales Instead of paying them more, how can we help them convert? Sale Sale
Is Affiliate Marketing Worth It? All marketers are under intense scrutiny Incredible opportunities for us all
What you need to demonstrate Affiliates is a key solus channel You treat affiliate types differently You understand what different affiliates are delivering for you. Always be in beta