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CIM: Affiliate Marketing


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CIM: Affiliate Marketing

  1. 1. Affiliate Marketing(making the money)<br />
  2. 2. Who the heck am I?<br />Andrew Girdwood<br />Former Head of Strategy at bigmouthmedia<br />New Media Innovations Director at bigmouthmedia + LBi<br />More importantly,<br /><ul><li>An affiliate
  3. 3. Hands on with affiliate strategies for clients</li></li></ul><li>Agenda<br />A quick introduction to affiliate marketing<br />The role of affiliate networks<br />The role of affiliate agencies<br />Avoiding problems<br />Reach Marketing<br />Some top tips for today<br />Affiliate marketing tomorrow<br />
  4. 4. What the heck is affiliate marketing?<br />Worth £38,000,000,000 in sales in the UK (Econsultancy)<br />Performance based marketing activity<br />Very close to the sales side of the business<br />Affiliates only paid when they generate a sale/lead<br />Affiliates payments only made when a threshold is reached. <br />Not for everyone; B2B, for example.<br />
  5. 5. Example: Titan Books<br />
  6. 6. Networks<br />Amazon runs its own affiliate technology. <br />Most brands do not. They use networks.<br /><ul><li>Amazon runs its own affiliate technology.
  7. 7. Most brands do not. They use networks.</li></li></ul><li>Only 50% of affiliates trust brands to track activity accurately without network help<br />- Bigmouthmedia survey<br />
  8. 8. When do you need an agency<br />When your campaign is large and complex enough<br />When your volume of traffic is high<br />Two or more networks<br />Two or more regions<br />When you want to coordinate your affiliate marketing with other marketing channels<br />When you need to optimise the channel<br />Quick case study: Cloggs saw affiliate conversion rate improve by x9.5 over 12 months by moving agencies<br />
  9. 9. Problems to watch out for<br />Affiliates misrepresenting your brand or products<br />Think about the FSA, Unfair Trading Act and other regulations<br />Delays on payments to affiliates<br />Lead leakages<br />Do you have your contact us phone number on your site? <br />Cannibalisation of sales<br />Why pay for anything you don’t have to?<br />
  10. 10. 76% of affiliates think they are better digital marketers than the brands they work with.<br />- Bigmouthmedia survey<br />
  11. 11. Reach Marketing<br />Affiliate marketing must avoid cannibalisation and must focus on incremental sales.<br />Affiliates should bring those sales/leads you could not have reached through your own marketing efforts.<br />Affiliates should save those sales/leads you would have lost otherwise.<br />Loyalty and cashback sites have a key role to play here.<br />
  12. 12. Reach Marketing<br />
  13. 13. Top Tip One: Conversions<br />You don’t need to pay your affiliates more in order to get more activity from them.<br />
  14. 14. Top Tip Two: Communication<br />The single most important thing the marketing manager and agency can do right/wrong<br />Understand how affiliates communicate <br />Understand what they need<br />For example,<br />Benefit from ruling the natural Google results by filling the first page of results with you and your affiliates<br />
  15. 15. Top Tip Three - Listen<br />Especially after a launch<br />Twitter: “Learning about A4U and the #A4UExpo at @CIM_East”<br />
  16. 16. Top Tip Four – Data and Creatives<br />Banner sizes that work for bloggers<br />Stable product feeds<br />
  17. 17. Top Tip Five – De-Duplication<br />Don’t pay twice – easier said than done<br />Monday: Shopper clicks on your PPC ad for Product X<br />Wednesday: Shopper researches Product X, reads an affiliate page and clicks through to your product page<br />Friday: Shopper uses a brand search to return to your site and buys Product X.<br />Is that a paid search or an affiliate sale?<br />
  18. 18. Affiliate marketing tomorrow<br />
  19. 19.<br /><br />Thanks!<br />