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Start advertising performance based! How are you allocating your online marketing budget? By Nina Thielemans at Conversion Day 2015

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The speech of Nina Thielemans at Conversion Day 2015

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Start advertising performance based! How are you allocating your online marketing budget? By Nina Thielemans at Conversion Day 2015

  1. 1. How to start advertise performance based Business Case: BNPParibas Fortis
  2. 2. Budget allocation
  3. 3. Budget allocation
  4. 4. Online strategy Title Name Title Name Title Name Title Name
  5. 5. Affiliate marketing How does it work? Meet Bob. Bob wants to throw a party, but needs festive equipment.
  6. 6. Affiliate marketing How does it work? Bob checks out Kieskeurig.be in search of some speakers.
  7. 7. Affiliate marketing How does it work? Bob sees a product he likes and gets redirected to Redcoon. Bob buys his speakers here via Kieskeurig.be
  8. 8. Affiliate marketing How does it work? Redcoon made a new customer + sale. Kieskeurig.be gets rewarded with a commission.
  9. 9. Content Review sites Comparison sites Email marketeers Affiliate marketing The channels
  10. 10. Affiliate marketing The channels: content sites
  11. 11. Affiliate marketing The channels: review sites
  12. 12. Affiliate marketing The channels: comparison sites
  13. 13. Affiliate marketing The channels: email marketeers
  14. 14. AFFILIATE MARKETING
  15. 15. BNP Paribas Fortis SEO SEA Conversion? Classic way of advertising, but already including some digital media The situation
  16. 16. BNP Paribas Fortis The funnel TV Radio Press Display DM SEO SEA
  17. 17. BNP Paribas Fortis Needs Crunch Missing part for people who already made mindset to go for a car loan Quick fix Affiliate marketing can fill the gap between SEO and SEA to make an extra conversion SEO SEAAM
  18. 18. BNP Paribas Fortis The case online conversion Goal BEnl + BEfr Coverage long term Duration CPL fixed amount - € Costs 20/11/2014 Launch
  19. 19. BNP Paribas Fortis The channels • Car loan campaign • Same objective on banner + landing page = a higher conversion rate • No opportunity to click away Landing page
  20. 20. BNP Paribas Fortis The channels Display Emailing
  21. 21. BNP Paribas Fortis Communication Dedicated account manager • Direct point of contact for BNP Paribas & Havas • The translator between the advertiser and affiliates • Each party needs to generate leads = TEAM EFFORT • Communication is key!
  22. 22. BNP Paribas Fortis Communication: TT, BNP and the Affiliates Aim for a trustworthy cooperation Build trust Set your boundaries upfront Be direct Be severe, but handle with care in crisis situations Know how to act Confide in your affiliate partner: They know what they are doing! Confide in
  23. 23. BNP Paribas Fortis 4 key Indicators that drive good results Relationship Incentive / Fee Conversion Brand / Product
  24. 24. 15% 85% Affiliate Marketing Overige SEA BNP Paribas Fortis The results: online sales
  25. 25. BNP Paribas Fortis Renovation Campaign • Renovation loan • Tagging system • Correct insights Landing page
  26. 26. Affiliate marketing Your 5 takeaways Start with a plan 1. Choose a good network 2. Communicate 3. Focus on conversion 4. 5. Measure & improve

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