Affiliate Marketing: What You Need to Know iGaming Marketing Forum 28 October 2008

Three Facets of Affiliate Marketing The Value of Affiliates How Affiliates Sell Supporting Your Affiliates

The Value of Affiliates

How Affiliates Sell

Supporting Your Affiliates

The Value of Affiliates Performance Based Marketing Brand Ambassadors Evangelists

Performance Based Marketing

Brand Ambassadors

Evangelists

The Value of Affiliates Performance Based Marketing Low Risk Marketing Pay Only for Results Affiliates = Salesmen that work on results only.

Performance Based Marketing

Low Risk Marketing

Pay Only for Results

Affiliates = Salesmen that work on results only.

The Value of Affiliates Brand Ambassadors Spread your branding to player communities. Reach Players where they interact. Be represented by community leaders.

Brand Ambassadors

Spread your branding to player communities.

Reach Players where they interact.

Be represented by community leaders.

The Value of Affiliates Evangelists Affiliates rely on their reputation to make referrals. They tend not to endorse a product unless it’s quality. When an affiliate promotes your product, it can mean something.

Evangelists

Affiliates rely on their reputation to make referrals.

They tend not to endorse a product unless it’s quality.

When an affiliate promotes your product, it can mean something.

How Affiliates Sell Direct Methods Indirect Methods Marketing Tools

Direct Methods

Indirect Methods

Marketing Tools

How Affiliates Sell Direct Methods SEM: SEO / PPC Media Buys Email Marketing

Direct Methods

SEM: SEO / PPC

Media Buys

Email Marketing

How Affiliates Sell SEM – SEO/PPC Affiliates appeal to potential players who not yet ready to deposit. They use content strategies to rank well attract organic traffic. They use PPC to buy traffic .

SEM – SEO/PPC

Affiliates appeal to potential players who not yet ready to deposit.

They use content strategies to rank well attract organic traffic.

They use PPC to buy traffic .

How Affiliates Sell Media Buys Affiliates target their demographic on non-gaming sites. Email Marketing Affiliates accrue subscribers who want leads on the best games/promotions.

Media Buys

Affiliates target their demographic on non-gaming sites.

Email Marketing

Affiliates accrue subscribers who want leads on the best games/promotions.

Email Marketers

How Affiliates Sell Indirect Methods Trust Economies Community Building

Indirect Methods

Trust Economies

Community Building

How Affiliates Sell Trust Economies All business is based on trust. Affiliates build trust with users. Relationships come before Sales. Affiliates are independent 3 rd parties. Trust + Community = ROI

Trust Economies

All business is based on trust.

Affiliates build trust with users.

Relationships come before Sales.

Affiliates are independent 3 rd parties.

Trust + Community = ROI

How Affiliates Sell Community Building Affiliates build communities around their portals / content. Communities ≠ Self-Absorbed: the focus is on users & content. Analogy: Farming vs Hunting

Community Building

Affiliates build communities around their portals / content.

Communities ≠ Self-Absorbed: the focus is on users & content.

Analogy: Farming vs Hunting

Player Communities

How Affiliates Sell Marketing Tools Content Creatives

Marketing Tools

Content

Creatives

How Affiliates Sell Content Supports SEO strategy and capitalizes on trust economies. Product Reviews Game Information

Content

Supports SEO strategy and capitalizes on

trust economies.

Product Reviews

Game Information

Product Review

Game Information

How Affiliates Sell Marketing Tools Affiliates proactively engage users with: Geo-Targeting Banner Profiles (for multiple sites) Banner Creatives: Flash, Javescript, etc. HTML Mailers (email marketing) Text Links

Marketing Tools

Affiliates proactively engage users with:

Geo-Targeting

Banner Profiles (for multiple sites)

Banner Creatives: Flash, Javescript, etc.

HTML Mailers (email marketing)

Text Links

Supporting Your Affiliates Affiliate Management Tracking Reports Affiliate Marketing Software

Affiliate Management

Tracking Reports

Affiliate Marketing Software

Supporting Your Affiliates Affiliate Management Dedicated Support makes affiliates better affiliates. Relationship Building increases loyalty and reduces recruiting costs. Feedback from affiliates provides valuable intelligence on trends and technology.

Affiliate Management

Dedicated Support makes affiliates better affiliates.

Relationship Building increases loyalty and reduces recruiting costs.

Feedback from affiliates provides valuable intelligence on trends and technology.

Supporting Your Affiliates Tracking Reports Insight: what’s working & what’s not. Depth & Breadth Flexibility: date ranges, financial commissions, etc. Transparency: builds trust.

Tracking Reports

Insight: what’s working & what’s not.

Depth & Breadth

Flexibility: date ranges, financial commissions, etc.

Transparency: builds trust.

Supporting Your Affiliates Affiliate Marketing Software Communications Tools In-Depth Tracking Reports Marketing Tools Custom Commission Structures Frequent Upgrades

Affiliate Marketing Software

Communications Tools

In-Depth Tracking Reports

Marketing Tools

Custom Commission Structures

Frequent Upgrades

View stats by player Drill down to individual transactions Search for specific players by id or username Account Report

View stats by player

Drill down to individual transactions

Search for specific players by id or username

7 Things That Impact Your Program New Blood – constant recruitment. Responsive Communication – affiliate support. Updating Creatives – new content. Flexibility – commissions & ways to promote. Player Promotions. Affiliate Promotions. Clear Boundaries

New Blood – constant recruitment.

Responsive Communication – affiliate support.

Updating Creatives – new content.

Flexibility – commissions & ways to promote.

Player Promotions.

Affiliate Promotions.

Clear Boundaries

Perspective Success is the sum of small efforts, repeated day in and day out. – Robert Collier, author of The Secret of Ages How To Make Money At Home In Spare Time By Mail

Success is the sum of small efforts,

repeated day in and day out.

– Robert Collier, author of

The Secret of Ages

How To Make Money At Home In Spare Time By Mail