Is Affiliate Marketing Worth It - Ad Tech 09

Is Affiliate Marketing Worth It?
Matt Bailey – i-level
Reed Pridy – Neverblue
Helen Southgate - Sky

16% YOY
£4.32 billion
£227 million
Sources: IMRG CapGeminieRetail Sales Index Sept 09 & eConsultancy Affiliate Marketing Buyers Guide July 09

Is AFFILIATE MARKETING worth it?
YES!!!
(if managed correctly)

What will we cover?
What is affiliate marketing?
The make up of the “affiliate channel”
PPC Affiliates
Voucher code affiliates
Cashback affiliates
Affiliate Relationships
Lead Generation in Affiliate Marketing
Where do affiliates fit into the sales journey?

Step 1 - Clickthrough
Step 2 - Sale
Step 3 - Reward

Lead
Sale
CPA
Click
Sign-up

Relationships

Affiliate Types
Affiliate Marketing
Pull
Push
Incentive
PPC
Content
Voucher Code
Price Comparison
Email
Different methods require bespoke approaches

Working with PPC Affiliates
Why work with PPC Affiliates?

Frequency of Searches
Sales
Number of Keywords
Search Frequency by # of Keywords

Voucher Code Affiliates

Cash Back Affiliates

Affiliate Relationships
Know your affiliates
Understand their model
Partnership
Your field agents
Motivation
Reward
Respect

Online Lead Generation Through Affiliate Marketing
Controls

Where do Affiliates Fit in?
The Purchase Decision
The Online Mix

The last event is not the whole story
Event type
Display Impression
Display Click
Paid Search
Natural Search
Affiliates
Conversion Event
Sale

Journeys can be long, complex & take many forms
Event type
E5
Display Impression
Display Click
E4
Paid Search
Natural Search
Affiliates
E3
E2
E1
Conversion Event
Sale

Where do affiliates fit in?
Analyse your data and base decisions on facts

Summary
There is no “affiliate channel”
There can be risks involved…
…however, if managed correctly it is an incredibly cost effective way of marketing.

Reed Pridy
Director Compliance and Quality Assurance
Neverblue.com
reed.pridy@neverblue.com
Matt Bailey
Head of Affiliate, i-level
matt.bailey@i-level.com
twitter.com/mattb811
www.mabailey.co.uk
Helen Southgate
Senior Online Marketing Manager, BSkyB
Helen.southgate@bskyb.com
twitter.com/helenmarie21