• Save
Online Marketing Summit - Minneapolis - Affiliate marketing
Upcoming SlideShare
Loading in...5
×
 

Online Marketing Summit - Minneapolis - Affiliate marketing

on

  • 1,348 views

The 4 P’s of Affiliate Marketing. How to Build and Optimize an Affiliate / Pay-for-Performance Program. Prepared by Mike McAnally, Managing Partner at NordicClick Interactive @NordicClick ...

The 4 P’s of Affiliate Marketing. How to Build and Optimize an Affiliate / Pay-for-Performance Program. Prepared by Mike McAnally, Managing Partner at NordicClick Interactive @NordicClick @mmcanally. Feel free to contact me at 952-460-3330

Statistics

Views

Total Views
1,348
Slideshare-icon Views on SlideShare
1,348
Embed Views
0

Actions

Likes
2
Downloads
15
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Active in the Interactive Marketing for over 14 yearsHave managed programs for Jostens, the NHL, WorldPerks Visa,
  • Rae Hoffman
  • Growth drivers: (i) better Affiliate site content, and (ii) an increasingly transparent dialogue between Affiliates and marketers. Social media is not expected to be one of the sources of considerable growth. At least not within the next 5 years. Search Paid and organic is expected to remain the key arena for Affiliate marketers to utilize. Top 3 Affiliate marketing spenders will be (i) financial service providers, (ii) retailers, and (iii) online education. Direct payments to Affiliates will represent the majority of the Affiliate marketing spending (57% by 2014), but Affiliate networks will also “remain highly relevant”.
  • Remarketer statistics
  • NetworkAccess to thousands of AffiliatesWeb-based softwareBuilt-in Promotional methodsNiche MarketsSoftwareLink BuildingCuts out the "Middle Man"Personal relationship with AffiliatesMulti-currency networksNicheAmazon, Books, ElectronicsMarketHealth – Health and BeautyDR – SoftwareJoe Bucks – HerbalFriend – Dating
  • Auto Approve via country & languagePerformance
  • Auto Approve via country & languagePerformance
  • Auto Approve via country & languagePerformance
  • Identify Super-Affiliates on the SE’s – Search for high ranking AffiliatesCreate a 2-tier commission structureOffer Bonuses & Special promotionsAttend Affiliate Conferences – A lot of big deals are negotiated at conferences over a couple beers ;)Competitive Research – Who is selling your competitors products
  • Identify Super-Affiliates on the SE’s – Search for high ranking AffiliatesCreate a 2-tier commission structureOffer Bonuses & Special promotionsAttend Affiliate Conferences – A lot of big deals are negotiated at conferences over a couple beers ;)Competitive Research – Who is selling your competitors products
  • URL/Ad Text Hijacking - Identify ads that use your ad text and display URL but instead route visitors through Affiliate links. These ads can be hard to visually spot because they look like your ads.Day parting - Identify ads that are run during specific hours. For example, some infringers run their ads at night so that company employees are unlikely to see the ads.Reverse GeoTargeting - Identify ads that use reverse IP-geotargeting. This technique prevents a specific city or region from seeing an advertisement. For example, if your headquarters were in San Francisco, they would run ads in every city but San FranciscoReferrer Laundering - Identify Affiliates that utilize improper redirects to hide the original source of their traffic.You have tremendous control over what ads you are alerted on. We support:Advertiser Whitelists - You can create whitelists of advertisers that you want to exclude from your alerts. You can utilize domains or in many cases the id of the Affiliate.Display Term Blacklists - Do you only want to be notified if we find an ad with a specific term or from a specific advertiser? If you create a Display Term Blacklist, we will only alert you if we find an ad containing that term (for example only alert you if an ad is found that contains the term 'official').
  • Missy Ward and Shawn CollinsPerformance track at AdTechAffiliate track at PubCon VegasOMI will start with classes and webinarsAffiliate tip Shawn CollinsRae Hoffman of Sugarrae

Online Marketing Summit - Minneapolis - Affiliate marketing Online Marketing Summit - Minneapolis - Affiliate marketing Presentation Transcript

  • The 4 P’s of Affiliate Marketing
    How to Build and Optimize an Affiliate / Pay-for-Performance Program
    Mike McAnally
    Managing Partner, NordicClick Interactive
    @NordicClick @mmcanally
    6/07/2011
  • About me
    • Active in the Interactive Marketing community for over 14 years
    • Managing Partner at NordicClick Interactive
    • Affiliate portfolio includes managing programs for companies such as Jostens, NHL, US Bank Credit Cards, Allen Edmonds and Code42 Software.
    • An active Affiliate
  • What we will cover in this Session
    • What is Affiliate/Pay-for-Performance Marketing and how does it work
    • Launching, Managing & Optimizing Affiliate Programs (The 4 P’s)
    • Plan, Prepare, Promote & Protect
    • Affiliate Marketing as a legitimate traffic medium that can drive incremental traffic and sales
  • What we will NOT cover in this Session
    • An infomercial on how to make $1,000 a week
    • Monetizing your Blog
    • The 3 P’s– The acronym that Affiliate Marketing has a bad reputation for
    • Porn, Pills, Poker
  • What is Affiliate Marketing?
    Affiliate Marketing Affiliate marketing is a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts.
  • From a Merchant standpoint?
    Merchants favor Affiliate marketing because it uses a "pay for performance" model, meaning that the merchant does not incur a marketing expense unless results are accrued (excluding any initial setup cost).
  • Affiliate Terminology
  • How does it Work?
  • Who uses Affiliate Marketing?
  • Affiliate Marketing Statistics
    Affiliate Marketing Spending is on pace to double by 2014
    • Growth drivers: Content and Dialogue
    • Social media will provide some growth
    • Paid and organic search will the remain top drivers
    • Top 3 Affiliate financial services, retailers, & online education
    Forrester Research, Inc. “US Affiliate Marketing Forecast, 2009 To 2014″
  • Affiliate Marketing Statistics
    Online Marketing Tactics Used
    • Affiliate marketing was used by 28% of all marketers
    • 46% felt the channel was very cost-effective
    • 48% felt it was quite cost-effective
    • Only 6% thought it was not cost-effective (lowest of all)
  • Affiliate Marketing - Process
    Affiliate Program Management & Optimization
  • Affiliate Marketing - Plan
    Cost & Commitment
    • Fees (setup, transaction and processing fees )
    • Monthly Minimums & Maintenance
    • Contract Commitments
    • Creative Development (banners, landing pages, etc.)
  • Affiliate Marketing – Plan
    Ongoing Resources
    • Management & Strategic Resources (Personnel, Support, Agency)
    • IT Resources
    • Creative Development
    • Accounting
    • Affiliate Application Review
    • Day-to-day Communication with Affiliate’s
  • Affiliate Marketing - Plan
  • Affiliate Marketing - Process
    Affiliate Program Management & Optimization
  • Affiliate Marketing - Prepare
    Sell Yourself
    • Write your Bio
    • Identify your Target Market
    • Best selling products
    • Keywords
    • Conversion rate
    • Average order size
    • Promotional Plan
  • Affiliate Marketing – Prepare
    Base Creative Assets
    • Text & Copy Links
    • Keywords Lists
    • Images (Banners)
    • Promotions
  • Affiliate Marketing – Prepare
    Advanced Creative Assets
    • Product Feeds
    • Flash Links
    • Advanced Links, Search Boxes, Widgets, etc.
  • Affiliate Marketing - Prepare
    Affiliate Mgmt.
    • Commission Structure
    • Base Commission
    • Multi-tier
    • Bonuses and goals
    • Approval Method
    • Auto-Approve and Decline
    • Manual Review
    • Communication
    • E-mails, Social
  • Affiliate Marketing - Prepare
    Technical Integration
    • IT Resources
    • Code Implementation
    • Javascript code
    • Tracking Pixel
    • Confirmation
    • Test order before launch
  • Affiliate Marketing - Process
    Affiliate Program Management & Optimization
  • Affiliate Marketing - Promote
    Promote On-Site
    • Create an Affiliate specific area (.com/Affiliate)
    • Recruit partners & customers in your network
    • Write a press release / blog article
    • Post testimonials to the success of your program
  • Affiliate Marketing - Promote
    Promote Off-site
    • List your program in Affiliate program directories
    • Find niche forums and talk about your program
    • Utilize Social Media networks, Twitter & e-mail to reach out to your brand evangelists
  • Affiliate Marketing - Promote
    If you Build it…
    Recruit Affiliates
    • Identify Super-Affiliates on the SE’s
    • Create a multi-tier Commission Structure
    • Offer Bonuses & Special promotions
    • Attend Affiliate Conferences
    • Pay a “Lead Bounty”
    My Site
    they will come?
  • Affiliate Marketing - Promote
    Share your Promotion & Sales Calendar
    • COMMUNICATE with your Affiliates
    • Ensure that they are aware of your sales & discounts
    • Offer special incentives at peak sales windows
  • Affiliate Marketing - Process
    Affiliate Program Management & Optimization
  • Affiliate Marketing - Protect
    Affiliate Approval
    • Automated
    • Anyone can sell
    • Manual
    • Review Sites Carefully
    • More Control of Brand Placement
    • Manual Affiliate Approval
  • Affiliate Marketing - Protect
    Monitor your Brand
    • Common Affiliate Tricks
    • URL/Ad Text Hijacking
    • Day-parting
    • Reverse Geo-Targeting
    • Utilize monitoring tools to Create Affiliate watch list
    • Social Media
    • Paid Search
  • Affiliate Marketing - Protect
    Reporting & Analytics
    • Fraudulent and Cancelled orders
    • Analytics Reports
    • Sales, Visits, AOV, Conversion rate, etc.
    • Referral Traffic & Sales
    • Trends / History
    • Category Performance
    • Publisher Performance
  • Affiliate Marketing – Case Study
    Launch with Google Affiliate Network
    Promotional Strategy
    2
    3
    Leverage new publishers opportunities
    1
    Case Study Background
    • Background: Specialty retailer turned to NordicClick to identify new sales channels
    • Objectives: Accelerate online sales growth and attract affiliate publisher partners
  • Affiliate Marketing – Case Study
    Case Study Results
    • 10% of overall online sales driven through Google Affiliate Network (in initial 4 months)
    • Majority of growth evaluated as incremental
    • Conversion rate twice as high as other channels
    • Google Affiliate Network projected to drive 15-20% of overall sales volume in 2011
    • C-Level confidence
  • Affiliate Marketing - Tools
    Conventions to Attend
    • OMI, Affiliate Summit, AffCon, PubCon, Adtech
    Blogs & Forums
    • Affiliate Tip, ClickBank Blog, ShareASale, ABestWeb, Sugarrae, Affiliates4U
  • Affiliate Marketing - Summary
    Summary
    • Understand the cost and commitment to resources.
    • Affiliate Marketing needs attention.
    • Be aggressive, spend money to make money.
    • Protect your brand via monitoring and analytics.
    • Affiliate Marketing can be a low-cost incremental source of revenue via a “Virtual Sales Force.
  • Thank You
    Mike McAnally
    Managing Partner, NordicClick Interactive
    Mike@NordicClick.com
    952.460.3330
    @NordicClick @mmcanally
    www.linkedin.com/in/MikeMcAnally
    www.facebook.com/NordicClick
    The 4 P’s of Affiliate Marketing