Jeff Molander - ACCM 2008 - Affiliate Marketing Trends

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Jeff Molander presents an update/overview on the current state of affiliate marketing at the Annual Catalog and Multi-Channel Retailing Conference

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Jeff Molander - ACCM 2008 - Affiliate Marketing Trends

  1. 1. Welcome to… Paying for Performance: Managing Web Affiliates in a Multichannel World Moderator: Jeff Molander
  2. 2. Agenda <ul><li>Meet the Panel </li></ul><ul><li>State of the Industry (Brief!) </li></ul><ul><li>Panel Discussion </li></ul><ul><li>Your Questions </li></ul>
  3. 3. <ul><li>Angel Djambazov </li></ul>
  4. 4. <ul><li>Amanda Watlington Ph.D., APR </li></ul><ul><li>Principal Searching for Profit Inc. </li></ul>
  5. 5. <ul><li>Craig Flax </li></ul><ul><li>Formerly VP, Marketing Flax Art & Design </li></ul><ul><li>Founder, GoodThingsGreen.com </li></ul>
  6. 6. Your Moderator … <ul><li>Jeff Molander </li></ul><ul><li>CEO </li></ul>
  7. 7. Sales Leads Sales Transactions Subscriptions
  8. 10. Quick History <ul><li>1995 – 1998: Web Adv Emergence </li></ul><ul><li>1999 – 2001: MCM Gold Rush </li></ul><ul><li>2001 – 2002: Dot Bomb Shakeout </li></ul><ul><li>2002 – 2005: Glory Days </li></ul><ul><li>2006 – 2008: Affiliate Shakeout! </li></ul><ul><li>Survival of the fittest! </li></ul>
  9. 13. <ul><li>Search Marketing </li></ul><ul><li>eMail </li></ul><ul><li>Co-registration </li></ul><ul><li>Comparison Shopping </li></ul><ul><li>Loyalty Shopping </li></ul><ul><li>Steals & Deals </li></ul><ul><li>Content Rich (FatWallet.com) </li></ul>
  10. 14. Key Trends: 2008
  11. 15. <ul><li>Maturation </li></ul><ul><li>Measurement (better) </li></ul><ul><ul><li>DR-driven </li></ul></ul><ul><ul><li>Path-to-purchase </li></ul></ul><ul><ul><li>New ‘success yardsticks’ </li></ul></ul><ul><li>Conflict </li></ul><ul><ul><li>Competition within same venues (search) </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul>
  12. 16. <ul><li>Re-alignment </li></ul><ul><ul><li>Expectations (marketers and affiliates) </li></ul></ul><ul><ul><li>Efficiency trumping effectiveness </li></ul></ul><ul><ul><li>Incremental sales / leads </li></ul></ul><ul><li>Convergence </li></ul><ul><ul><li>Re-defining “performance” </li></ul></ul><ul><ul><li>CPA+CPM+CPC + Behavioral targeting </li></ul></ul><ul><ul><li>Increased scale-ability for CPA </li></ul></ul>
  13. 17. We are not gladiators in the arena … MCMs Affiliates
  14. 18. But rather multi-channel lovers MCMs Affiliates
  15. 19. Competitive Environment <ul><li>Your Search Marketing Affiliates </li></ul><ul><li>Competitors’ SEM Affiliates </li></ul><ul><li>Comparison Shopping Engines </li></ul><ul><li>Social Media ?? </li></ul>
  16. 21. We can maximize sales & profits only by working closely together
  17. 22. T he fruit of our love (sales) will quickly start growing UP
  18. 23. <ul><li>Historical Innovators </li></ul><ul><li>Risk Takers </li></ul><ul><li>Testers </li></ul><ul><li>Optimizers </li></ul>Affiliates BUT…
  19. 26. Panel Discussion and Q&A

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