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Affiliate Marketing - What's it All About?

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Affiliate Marketing - What's it All About?

  1. 1. @accelerationpar #BrightonSeo HELEN SOUTHGATE Affiliate Marketing @HelenMarie21
  2. 2. @accelerationpar #BrightonSeo BUSTING SOME AFFILIATE MARKETING MYTHS 2
  3. 3. @accelerationpar #BrightonSeo AFFILIATE MARKETING IS DEAD
  4. 4. @accelerationpar #BrightonSeo AFFILIATE MARKETING IS 25 YEARS OLD 4 1994 1996 2004 2006 2007 2010 2017
  5. 5. @accelerationpar #BrightonSeo AFFILIATE MARKETING DRIVES £1.6BN IN AD SPEND 5
  6. 6. @accelerationpar #BrightonSeo BRANDS LOVE IT 6
  7. 7. @accelerationpar #BrightonSeo AFFILIATE MARKETING IS EASY
  8. 8. @accelerationpar #BrightonSeo AFFILIATE MARKETING LANDSCAPE 2017 8 AUDIENCE AFFILIATE NETWORKS SAAS PLATFORMS PERFORMANCE MARKETING AGENCIES MEDIA AGENCIES ADVERTISERS AFFILIATES
  9. 9. @accelerationpar #BrightonSeo AFFILIATE TYPES 9 MONEY SAVING PRICE COMPARISON STOREFRONTS SUB-NETWORKS CONTENT
  10. 10. @accelerationpar #BrightonSeo RELATIONSHIP BUILDING REQUIRES RESOURCES 10 CRM & RECRUITING APPLICATIONS EVENT SUPPORT NEWSLETTERS & CAMPAIGNS REPORTING PUBLISHER DEVELOPMENT SYNERGISTIC PROGRAMS FUNCTIONAL RESPONSIBILITIES ENGAGEMENT MANAGER (Sr Managers with 10+ years experience) PROGRAM MANAGER(S) (5+ years experience) SENIOR ASSOCIATE(S) (2+ years experience)
  11. 11. @accelerationpar #BrightonSeo MORE TRAFFIC LEADS TO MORE SALES
  12. 12. @accelerationpar #BrightonSeo SOPHISTICATED PROGRAMME MANAGEMENT 12
  13. 13. @accelerationpar #BrightonSeo NEW TRENDS IN AFFILIATE MARKETING 13
  14. 14. @accelerationpar #BrightonSeo THE INFLUENCER TUG OF WAR SEO PR AFFILIATE
  15. 15. @accelerationpar #BrightonSeo A WAY TO MAKE IT WORK 15 SEOPR AFFILIATE
  16. 16. @accelerationpar #BrightonSeo ONLINE TO OFFLINE 16
  17. 17. @accelerationpar #BrightonSeo AUTOMATION & AI 17
  18. 18. @accelerationpar #BrightonSeo DATA USE 18
  19. 19. @accelerationpar #BrightonSeo KEY TAKEAWAYS 19
  20. 20. @accelerationpar #BrightonSeo KEY TAKEAWAYS 20 Affiliate marketing is well and truly alive It’s not rocket science, but it is complex and takes work and expertise Technology will help gain more efficiencies and even more attractive ROI
  21. 21. @accelerationpar #BrightonSeo Boston | New York | San Francisco | Chicago | London 617.963.0839 marketing@accelerationpartners.com THANK YOU! HELEN SOUTHGATE Managing Director UK hsouthgate@accelerationpartners.com 21 @HelenMarie21

Editor's Notes

  • Still after 25 years, consistent growth
  • 8/10 of the top UK brands run successful affiliate programmes, the two missing – Shell and BP!
  • 12,700 active affiliates
  • account teams work specifically on running client programs (that’s on the left)
    additionally we have a number of team members who support the accounts – on the right

    for example folks who coordinate and execute events, finance people who help get the accounts funded properly, a pub dev team that handles ~20 new partnership opps each week, an analyst who works on reporting projects, and more
  • Driving sales for clients is complex, and not always just about traffic and sales – AOV / LTV / engagement
  • PR / SEO / Affiliate ownership

    Affiliate = microinfluencers / longtail
  • Higher level of skill, better training. More cross functional backgrounds.

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