Affiliate Marketing talk by Marina Mann


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Affiliate Marketing is an innovative sales channel that trades online traffic and conversion for a commission on sales. It's a critical part of the eCommerce ecosystem, and, you could say, the digital enablement of the word of mouth economy. In other words, something is for sale online, you recommend it, someone buys it, the merchant makes a sale, you make a commission.

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  • +I’m here to demystify how affiliate marketing works -help you on the road to start make money doing it +Affiliate marketing is under-hyped especially in Canada bc of the lack of competition -it shouldn’t be ignored in the best of times especially in an economic slowdown -because it’s the environment we have to thrive in! +How do you know you’re Affiliate Marketing is right for you? -great benefits for publishers who are creating niche content -loyalty and rewards programs -aggregator of coupons and promotions -or manage social media
  • Affiliate Marketing talk by Marina Mann

    1. 1. Affiliate Marketing How to make money and do it right
    2. 2. Affiliate Marketing is part of the eCommerce ecosystem (cc) Thanks! My brand Stupid! Sucks! Love it! Love it! You rock! The Internet is the world’s largest market place. eCommerce or doing business electronically is changing business models and transforming corporations. Affiliate Marketing is the digital enablement of the word of mouth economy.
    3. 3. For publishers it’s away to generate revenue from your Web site Here’s an example of how a blog can build a CPA, or Cost Per Acquisition strategy with Affiliate Marketing. Leveraging the exchange of opinions within the community, these recommendations can turn into revenue in exchange for traffic to the merchant’s site.
    4. 4. Where the opportunity lies in understanding the opportunity
    5. 5. The advertiser is not in the business of generating traffic; publishers create content and context for referrals Cost $ 298 Pays $ 15 <ul><ul><li>By creating relevant content, publishers drive traffic to merchant sites. A pay-for-performance program is where the publishers or affiliates receive a commission for generating a lead or a sale. </li></ul></ul>
    6. 6. <ul><li>Affiliate </li></ul>The affiliate marketing ecosystem Network Publisher Sends traffic Paid per performance Connects Affiliate to Advertiser Tools Pays commissions Engager Transacts Receives value Customer Advertiser Merchant Seller CRM payment & orders
    7. 7. Top advertisers and eCommerce powerhouses use affiliates as a virtual sales force <ul><ul><li>Targeted affiliate marketing promos, in all categories drive online sales. </li></ul></ul>
    8. 8. The network is the technology and the relationship connector
    9. 9. Each network operates somewhat differently but all pay-per-performance <ul><ul><li>Moved from CJ to own in-house network in May 2008 </li></ul></ul><ul><ul><li>$10 - $35 per lead </li></ul></ul><ul><ul><li>40%+ of winning bid revenue </li></ul></ul><ul><ul><li>Global network - get paid on actions made globally </li></ul></ul><ul><ul><li>Easy to sign-up </li></ul></ul><ul><ul><li>Pay affiliates per lead and commission sales </li></ul></ul><ul><ul><li>Represent ~50% of top 500 U.S. retailers </li></ul></ul><ul><ul><li>Great tools & profit tracking </li></ul></ul><ul><ul><li>Advertiser set up $12K, 4-6K/month </li></ul></ul><ul><ul><li>Difficult to join the merchant network </li></ul></ul><ul><ul><li>Require exclusivity from retailers </li></ul></ul><ul><ul><li>Have a large B2B network </li></ul></ul><ul><ul><li>Good screening of Affiliates </li></ul></ul><ul><ul><li>Pay flat fee per action </li></ul></ul><ul><ul><li>Pay on Try offers (free trial) </li></ul></ul><ul><ul><li>Pay on Sign-up, Subscriptions </li></ul></ul><ul><li>Include Canadian retailers The Bay, Zellers, Home Outfitters </li></ul><ul><li>New UK player to watch </li></ul>
    10. 10. An affiliate displays a link, a visitor clicks on the link and makes a purchase, the affiliate earns a commission <ul><ul><li>Here’s an example of how an affiliate has built a business out of making eBay easier to search. </li></ul></ul>
    11. 11. An different affiliate model born of transparency - “cash back shopping” surpassed $1billion in sales <ul><ul><li>“ Cash back” models share the affiliate commission with the customer. The average customer is the affiliate! </li></ul></ul>
    12. 12. How WestJet grew to 850 affiliates in their first year and generated over $20M in sales <ul><ul><li>Due to the success of their Affiliate Program, WestJet encouraged soliciting charities to sign up! Not sure if the commissions paid were tax deductible. </li></ul></ul>
    13. 13. Categories that worked Source: Internet Retailer Top 500 Guide, 2007 Edition and internal data analysis. CJ lists the following as well performing product categories in 2007
    14. 14. Product categories consumers are buying online in 2008
    15. 15. Take a performing product category like “health and fitness” and strategically set up a niche site, create content to generate inbound traffic and links <ul><li>Create content and generate inbound traffic… </li></ul><ul><ul><li>Google Alerts for new stories </li></ul></ul><ul><ul><li> for RSS keyword notifications </li></ul></ul><ul><ul><li>Google trends for breaking stories </li></ul></ul><ul><ul><li>Use RSS to create a post around a news story and refer the source </li></ul></ul><ul><ul><li>Respond to top rated videos on to generate huge traffic </li></ul></ul><ul><ul><li>Use to generate in-bound links </li></ul></ul>By Sean Collins
    16. 16. It’s not easy money <ul><li>Affiliates </li></ul><ul><li>Top ~20% of affiliates make a substantial income </li></ul><ul><li>Merchants </li></ul><ul><li>Be careful not to bankrupt yourself with leads </li></ul><ul><li>Barriers to success: lack of internal resource, restricted budget & difficulty attracting affiliates </li></ul><ul><li>CPA fraud - Ask yourself: &quot;Who is this affiliate, who came from nowhere to be my #2 biggest producer?” </li></ul><ul><li>Difficult to measure results unless you de-dup sales across different channels </li></ul>
    17. 17. Affiliate Marketing in email, social media , blogs and social networking sites <ul><ul><li>The emerging market is Social Media - it’s the ultimate formula to monetize the word of mouth economy with integrity. Imagine Facebook meets eBates! Also use contextual affiliate links in newsletters. </li></ul></ul>
    18. 18. SEO, Real-time SMS , micro-blogging models continue to drive multi-channel marketing (online and in-store) <ul><ul><li>Game changers include: mobile/in-store technology & location based mobile coupon-ing as well as up-to the minute micro-blogging or word of mouth text and video broadcasting. </li></ul></ul>
    19. 19. <ul><li>In an economic downturn Affiliate Marketing will thrive - offering a lower-cost way of finding customers in tough times </li></ul><ul><li>Don’t search for home runs, try and test </li></ul><ul><li>Practice transparency </li></ul><ul><li>Deliver context and relevancy </li></ul><ul><li>Your integrity rules </li></ul>Opportunity doesn’t wait …
    20. 20. <ul><li>In an economic downturn Affiliate Marketing will thrive offering a lower-cost way of finding customers in tough times For publishers this space doesn’t cost money, it costs time </li></ul><ul><li>Don’t search for home runs, try and test </li></ul><ul><li>Testing creates historical data and trending insights </li></ul><ul><li>Practice transparency </li></ul><ul><li>If you care about your audience, whatever your niche is, you can get paid without “selling out” </li></ul><ul><li>Deliver context and relevancy </li></ul><ul><li>Don’t under estimate matching your content to products with similar brand values </li></ul><ul><li>Your integrity rules </li></ul>Opportunity doesn’t wait …
    21. 21. <ul><li>Terry Kukle, Tag International Media, [email_address] </li></ul><ul><li>David Jones, Web Visionary previously at WestJet [email_address] </li></ul><ul><li>David Benoliel, VP Marketing Services, CX Digital [email_address] </li></ul><ul><li>Brian Conchuratt, Senior Sales Manager, Commission Junction [email_address] </li></ul><ul><li>Andrea Stairs, Affiliate Marketing, eBay [email_address] </li></ul><ul><li>Derek Szeto, President & Founder, [email_address] </li></ul>Thanks to …
    22. 22. <ul><li>Marina Mann </li></ul><ul><li>eCommerce & </li></ul><ul><li>Digital Marketing </li></ul><ul><li>call me / 416-532-8454 </li></ul><ul><li>email me / [email_address] </li></ul><ul><li>check out / </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Facebook: Marina Mann </li></ul>Get in touch… Contact Thank you!