What the affiliates say


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The results of bigmouthmedia's 2010 Affiliate Survey, bundled with some affiliate insights, for a presentation at Technology for Marketing & Advertising in Earls Court, London, in March 2011.

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What the affiliates say

  1. 1. What the affiliates say…<br />2nd March, 2011<br />
  2. 2. Quick introductions<br />I’m Andrew Girdwood<br />Media Innovations Director at bigmouthmedia<br />That means international digital marketing<br />Also an affiliate<br />http://about.me/AndrewGirdwood<br />
  3. 3. Why would we care?<br />£4,500,000,000 in e-commerce sales in 2010 [Econsultancy]<br />That’s about 9% of all online sales (~£55bn) [Capgemini]<br />CPA has been relatively stable while CPM has been erratic<br />Social media<br />The expanded ASA remit<br />
  4. 4. Top affiliate verticals<br />Retail<br />Travel<br />Finance<br />Gaming<br />Telecommunications<br />Date: 2008<br />
  5. 5. The bigmouthmedia affiliate survey<br />
  6. 6. Which networks do affiliates like?<br />
  7. 7. Wait, does it matter...<br />Most affiliates follow the programs; not networks – unless the network is really bad.<br />72% of affiliates think there is a fraud problem in UK networks.<br />
  8. 8. What do affiliates want most?<br />
  9. 9. Improve your conversion<br />Higher commission could well mean paying more for the same results.<br />Higher conversion means;<br />Improved ROI<br />Happier affiliates<br />A campaign that attracts more affiliates<br />A campaign that indices affiliates away from competitors<br />A growing affiliate campaign<br />
  10. 10. Communication! <br />Grumble #1 – Not enough communication<br />Grumble #2 – Too much communication<br />This is really “too much off topic” communication<br />Tip: Think about how affiliates communicate<br />
  11. 11. Creatives and Banners<br />Display banners are not affiliate banners<br />Keep banners up to date and be prepared to help produce banners for affiliates<br />Tip: Tie the production of bespoke banners into a wider cross digital marketing campaign; ie, a social media push around a niche.<br />Make sure affiliates know the appropriate use of banners in relation to ASA regulations.<br />
  12. 12. Junk banners are a drain. <br />Costs more money to leave them in place than to take them down.<br />
  13. 13. Creative and Content<br />“Creative” just not mean banners, though;<br />Feeds<br />These are important, often done wrong<br />Content<br />Can you write for affiliates?<br />Can you provide them with timely press releases?<br />Can you give them infographics?<br />
  14. 14. 76% of affiliates think they are better digital marketers than the merchants they work with – ouch!!<br />
  15. 15. Why is that?<br />5 responders to the survey claimed to be making more than £50,000 per month on affiliate marketing.<br />Top four opportunities identified by affiliates in 2010 where:<br />Mobile marketing<br />Location-based marketing<br />Video advertising<br />Augmented reality<br />
  16. 16. Weakness: Ad Exchanges<br />46% of affiliates thought Ad Exchanges were out of their reach.<br />
  17. 17. Social media<br />Let your affiliates know about any buzz, viral or social media campaigns you are about to run<br />
  18. 18. Warning: ASA regulations<br />User generated content – out of scope<br />Social media – in scope<br />Content adopted by marketers – in scope<br />Affiliates? – erm, um, probably shared responsibility<br />
  19. 19. The Future<br />Brands thinking more about affiliates & ASA<br />Affiliate networks challenged to be either<br />Open and easy with their data<br />Walled gardens<br />General affiliates becoming bigger<br />Niche affiliates becoming more significant in their niche<br />This includes platform niches like AR or connected TV<br />
  20. 20. Thank you!<br />Andrew.Girdwood@bigmouthmedia.com<br />@AndrewGirdwood<br />