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Affiliate Summit West 2013 - M-commerce in Affiliate Marketing - The Complete Picture

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Affiliate Summit West 2013 - M-commerce in Affiliate Marketing - The Complete Picture

  1. 1. M-Commerce inAffiliate Marketing:The CompletePictureM-Commerce inAffiliate Marketing:The CompletePictureKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.comstrategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.comstrategy@affiliatewindow.com@Awin_Strategy@Awin_Strategy
  2. 2. GLOBAL PERFORMANCEMARKETING EXPERTSPART OF LARGEST GLOBALPERFORMANCE NETWORKESTABLISHED IN2000CUSTOMIZEDPORTFOLIO SERVICES2TIMES WINNER OFPUBLISHERS’ CHOICEOF NETWORKTIMES WINNER OFAFFILIATE NETWORKINNOVATION$2.5bn1,700MERCHANTS
  3. 3. TheAffiliateLandscapeTheMobileLandscape
  4. 4. ...Phenomenal adoption: can we keepup...?*Ofcom, Communications Market Report, August 201158% of US teenagershave smartphones;faster adoption thanany other age group58% of US teenagershave smartphones;faster adoption thanany other age group55% of US & 62% of UKadults have smartphones,double digit YoY growth55% of US & 62% of UKadults have smartphones,double digit YoY growthDifferent demographicsand ages choosing differenthandsets; marketing impactDifferent demographicsand ages choosing differenthandsets; marketing impact
  5. 5. Android is king of thehandsets: but who iswinning the m-Commerce war?Android is king of thehandsets: but who iswinning the m-Commerce war?The iPhone is aspirationaland enjoys high ABC1concentrationThe iPhone is aspirationaland enjoys high ABC1concentration16-24 prefer Blackberrys(37%) to iPhones (25%)16-24 prefer Blackberrys(37%) to iPhones (25%)
  6. 6. Our data referencesover 1.5bn clicks...Our data referencesover 1.5bn clicks......and nearly 45msales from 1,400retailers...and nearly 45msales from 1,400retailers
  7. 7. ‘MOBILE’ DEVICES: TABLET AND HANDSET7TabletTablet HandsetHandsetCurrentc.60/40sale splitCurrentc.60/40sale split
  8. 8. MOBILE TRAFFIC (TABLET AND HANDSET):JAN 2011 – DEC 20128From 2% to 19% in 24 monthsFrom 2% to 19% in 24 months
  9. 9. 9From 2% to 14% in 24 monthsFrom 2% to 14% in 24 monthsMOBILE SALES (TABLET AND HANDSET):JAN 2011 – DEC 2012
  10. 10. 10From 1.8% to 11% in 24 monthsFrom 1.8% to 11% in 24 monthsMOBILE HANDSET TRAFFIC:JAN 2011 – DEC 2012
  11. 11. 11From 1.5% to 6% in 24 monthsFrom 1.5% to 6% in 24 monthsMOBILE HANDSET SALES:JAN 2011 – DEC 2012
  12. 12. THE MOBILE/SALES DICHOTOMY12x6x6x10x10 x7x7x4x4All mobile traffic/salesAll mobile traffic/sales All handset traffic/salesAll handset traffic/salesTablet traffic has grownexceptionally strongly andconverts higher thandesktop trafficTablet traffic has grownexceptionally strongly andconverts higher thandesktop trafficHandset traffic has grownstrongly but isn’tconverting well: nearly halfthe rate of traffic growthHandset traffic has grownstrongly but isn’tconverting well: nearly halfthe rate of traffic growth
  13. 13. DEVICE SPLIT BY SALES: 201213iPad overtook iPhone in Aug 2011 and now dominatesiPad overtook iPhone in Aug 2011 and now dominatesiPhone was double Android sale total despite handset leadiPhone was double Android sale total despite handset leadAndroid closing the gap: 70% of iPhone sale total - Dec ‘12Android closing the gap: 70% of iPhone sale total - Dec ‘12
  14. 14. DAILY SALES SPLIT: MOBILE VS.DESKTOP
  15. 15. TAKEOUTTAKEOUTSIMSSIMS ENTERTAINMENTENTERTAINMENTGROUP BUYINGGROUP BUYING80-90% OF SALESCOMING THROUGHINCENTIVIZEDTRAFFIC80-90% OF SALESCOMING THROUGHINCENTIVIZEDTRAFFICTHE MOBILE BASKET DISSECTED
  16. 16. MOBILE: GROUP BUYING SECTOR
  17. 17. MOBILE: TELECOMS SECTOR
  18. 18. MOBILE: CLOTHING SECTOR
  19. 19. TREATING EVERY AFFILIATE DIFFERENTLY19
  20. 20. THE TRACKING THREAT
  21. 21. $200k$200k$200k$200k$3.5m$3.5m$3.5m$3.5m$45m$45m$45m$45mIn lost commissions in May 2012Revenue unattributed to affiliate marketingCommissions lost in 2012 (allowing for growth)We have anaction plan inplace… do you?We have anaction plan inplace… do you?THE TRACKING THREAT
  22. 22. DevMobileDevMobile“Probably…My other app basedon Dutch retailerbol.com, sawconversionincrease from 8 to12%:a 50% increase insales.”MISSED OPPORTUNITIES?
  23. 23. THE CASHBACK DILEMMAHugely successful affiliatesBurgeoning multi-billion dollar sectorOften deliver great quality customersCreating powerful retail brandsOffer range of promotional opportunitiesFocused on demonstrating incremental salesMulti-channel: apps & mobile sites launched
  24. 24. THE CASHBACK DILEMMA
  25. 25. THE AFFILIATE COUPON LANDSCAPEQR CODESQR CODESSMSSMSGEO LOCATIONGEO LOCATIONAPPLICATIONSAPPLICATIONSM-COMMERCEM-COMMERCE 99%> SALES99%> SALESCHALLENGESCHALLENGESIN STORETRAININGIN STORETRAININGSETTINGCOMMERCIALSSETTINGCOMMERCIALSOFFLINE ORONLINESALE?OFFLINE ORONLINESALE?JOINED UPTRACKING &REPORTINGJOINED UPTRACKING &REPORTINGLOCAL BUSINESSOPPORTUNITIESLOCAL BUSINESSOPPORTUNITIES
  26. 26. • High traffic, fewer sales• Female, high earners• iPhone/Android neck and neck• Increase footfall & AOV• Connection speed issues• What impact will NFC have?• Strong offer: wider geo reachAFFILIATE COUPON INSIGHTS
  27. 27. CASE STUDY: JOINING ONLINE AND OFFLINE• Exclusive 10% off viaaffiliate coupon app• Redeemed at point ofsale in store• Tracked toDebenhams’ database• Attributed to affiliatechannel• Affiliates credited withcommission27
  28. 28. WINNEROF INNOVATIONIN AFFILIATEMARKETINGUTILISINGGEO-BASEDVOUCHERCODESDRIVING MOBILETO IN-STORECASE STUDY - DEBENHAMS28
  29. 29. MULTI/OMNI CHANNEL AFFILIATESDESKTOPDESKTOPAPPAPPEMAILEMAILONLINE TOOFFLINEONLINE TOOFFLINEMOBILESITEMOBILESITETENANCYTENANCYSMSSMSALIGNING BUSINESS GOALS HAS NEVERBEEN MORE IMPORTANTALIGNING BUSINESS GOALS HAS NEVERBEEN MORE IMPORTANT
  30. 30. REPORTING REQUIREMENTS HEIGHTENEDKnow what you’re measuringKnow what you’re measuringChallenge your networkChallenge your networkWho is doing well for you?Who is doing well for you?Time for a separate mobileapproach?Time for a separate mobileapproach?
  31. 31. • Affiliates are becoming multi-channel:– Understand the range of activity• Incremental sales or minimising lost traffic?• Reporting requirements heightened• Tracking is a serious threat!• Prioritise, test and optimise• Separate out your mobile affiliate traffic• Who knows how big mobile could be…?THE NEW DAWN OF MOBILE
  32. 32. M-Commerce inAffiliate Marketing:The CompletePictureM-Commerce inAffiliate Marketing:The CompletePictureKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.comstrategy@affiliatewindow.comKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.comstrategy@affiliatewindow.com@Awin_Strategy@Awin_Strategy

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