Session 14 E-marketing - 1 Oct 10

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Session 14 …

Session 14
E-Marketing
Elective

More in: Business
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  • 1. Affiliate MarketingRef: CHAP 6 Online Marketing Inside Out by SitePoint
    > Individual Media Plan presentations
    > Affiliate Marketing – Detailed Overview
    > Term Project Discussion
    Class Presentation | Session 14 | 1 Oct 2010
  • 2. Affiliate Marketing
    Ref: Chap 7 – Online Marketing Inside Out by Sitepoint
    Concept of Affiliate Marketing
    Pay only for Sales
    Win-win model
    Have been used effectively particularly in E-businesses
    NOT for Everyone: Dynamics to be understood carefully
    In recent years, concept of partnership/partner programs is used by different E-businesses. It is almost same as conventional Affiliate marketing program
    E-Marketing
    2
  • 3. Affiliate Marketing
    Concept of Affiliate Marketing
    Most mature option in Online Advertising/Marketing in terms of payment models
    Pyramid model to explaingraduation from clicksto sales
    Pyramid represents decrease in number ofimp-clicks-leads-sales
    E-Marketing
    3
  • 4. Affiliate Marketing
    Concept of Affiliate Marketing
    Contract with third-parties to:
    Promote your product/website/business
    Send traffic to their website
    Get paid when there is some successful action
    Successful action can be:
    Sales (actual purchase of product)
    Filling of form (getting registered)
    OR any other action required by business
    Generally action is at a more mature stage than click
    E-Marketing
    4
  • 5. Affiliate Marketing
    Key features of Affiliate Marketing
    Automated process
    The whole process of Affiliate Marketing in Online world is automated or should be as automated as possible
    Give a link/banner to affiliates. They place it on their website. Traffic coming by clicking on banners will be tracked for entire activity
    Mainly cookies are used for tracking
    Marketing to Affiliates
    To acquire more affiliates, marketing has to be done separately to them
    Approving affiliates may be required to ensure that quality sites promote your business only
    E-Marketing
    5
  • 6. Affiliate Marketing
    Benefits of Affiliate Marketing
    Win-Win
    Pay only when there is sale
    No other obligations
    It may be slightly tailored to make it more attractive
    Fixed ROI
    With known payments / sale, ROI is predictable
    Extended Reach
    More and more affiliates can be added without any cost (except marketing to affiliates)
    Cover more geography even
    Outsource Marketing – Focus on core business
    Affiliate marketing is like outsourcing marketing
    Traffic will be ‘automatically’ coming
    E-Marketing
    6
  • 7. Affiliate Marketing
    Problems of Affiliate Marketing
    Loose control on Marketing Program
    Affiliates can engage in any form of communication with prospective customer and may jeopardize brand
    Control is very hard to maintain on affiliates as to how they promote it
    Doubling up of Leads
    Some leads coming through affiliates might be your customers otherwise
    Now, you have to pay even for generic traffic
    Click frauds
    Affiliate may be involved in click fraud or other fraudulent transactions to increase their commissions
    Hard to do in Sales based activity but relatively easier in other forms
    Affiliates may be hard to acquire
    It is more attractive for businesses than for affiliates
    More and more businesses offering affiliate programs makes it competitive
    E-Marketing
    7
  • 8. Email Marketing Ref: CHAP 6 Online Marketing Inside Out by SitePointAddl. Rdg.: CHAP 2 Textbook on E-Marketing by Quirk Biz
    > Fundamental concepts in Email Marketing
    > Different Types of Email Communication
    > Concept of Permission
    > Building up Email Lists
    > Comprehensive Quiz on Online Advertising
    Class Presentation | Session 15 | 5 Oct 2010