D1p41630incentivised Traffickevin Edwards 1224503282171616 9


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  • Turned the relationship on its head – consumer becomes more demanding, expects cashback, sees relationship being with the cashback site, so responsibility for consumer experience is shared. Be aware of this when validating sales and declining transactions.
  • Benefit of reaching actively engaged members and can potentially beat competitors for consumers who are less certain about what they want to purchase
  • There are exclusions – Signet, Next
  • Threefold increase in sales from both cashback site, near perfect match in activity despite being run through two entirely different sites.
  • Set yourself a range and ensure you’re within it to allow margin for extra incentives or special promotions.
  • Set commission rates accordingly
  • D1p41630incentivised Traffickevin Edwards 1224503282171616 9

    1. 1. Understanding Incentivised Traffic in Affiliate Marketing Kevin Edwards Partnerships Director Affiliate Window
    2. 2. Background <ul><li>Online loyalty: 10% less than high street... * </li></ul><ul><li>£1.2m ‘lost’ per 100 customers over lifetime * </li></ul><ul><li>Cashback, viral, codes all on rise </li></ul><ul><li>Clear strategy essential </li></ul><ul><li> *Webloyalty, Sept 2008 </li></ul>
    3. 3. What is Incentivised Traffic? <ul><li>Offering a reward or added perceived value to a consumer for transacting: </li></ul><ul><li>Cashback </li></ul><ul><li>Loyalty or Reward Sites </li></ul><ul><li>Voucher Codes </li></ul>
    4. 4. Rapid Growth
    5. 5. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul>
    6. 6. Money Saving Expert <ul><li>Popular consumer site </li></ul><ul><li>5k new subscribers every week </li></ul><ul><li>3m uniques a month </li></ul><ul><li>12,500 posts a day </li></ul><ul><li>Alexa ranking higher than Channel 4, ITV and similar to Yell and Daily Mail </li></ul><ul><li>Martin Lewis frequently on TV </li></ul>
    7. 7. “ The cashback site told us to submit a ticket, so we did. We sent them all the necessary proof of purchase and everything they wanted.” “ Obviously, we are not getting anywhere and we have been screwed out of £45.” “ Is it time that we called in Moneyclaim.gov and put our claim in front of someone who will get us our rightfully owed cash?” “ RBS are con merchants. I refuse point blank to use RBS products now” “ DON’T USE RBS COMPANIES”
    8. 8. Understand the cashback consumer <ul><li>Savvy online consumer </li></ul><ul><li>Appreciate savings are available online </li></ul><ul><li>Accesses multiple points of reference </li></ul><ul><li>Loyal to cashback site or cashback concept </li></ul><ul><li>Know the consumer; know cashback sites </li></ul>
    9. 9. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul>
    10. 10. Brand or price led? 3%? 2.5%? 4%? 3.5%?
    11. 11. Brand or price led? 3.5%
    12. 12. Brand or price led?
    13. 13. Cashback example <ul><li>‘ Landgrab’ to ‘buy traffic’ from competitors </li></ul><ul><li>Utility company offered higher rate to two cashback sites </li></ul><ul><li>Home page coverage, newsletter support & extra online exposure </li></ul>
    14. 14. Cashback example
    15. 15. Cashback example
    16. 16. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul><ul><li>New customers & commissions </li></ul>
    17. 17. New customers & commissions <ul><li>New customer acquisition </li></ul><ul><li>Incentives </li></ul><ul><li>Reduced cashback commission BUT launched voucher code </li></ul><ul><li>Why not trial new customer codes? </li></ul><ul><li>5% base to 10% for new customer </li></ul><ul><li>Don’t offer automated tiers </li></ul>
    18. 18. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul><ul><li>Delivering new customers </li></ul><ul><li>Monitoring quality of leads </li></ul>
    19. 19. Monitoring Leads <ul><li>Appreciate ‘savvy’ consumers can take advantage of lead programmes </li></ul><ul><li>Set commissions accordingly </li></ul><ul><li>Monitor lead quality using your network </li></ul><ul><li>Set appropriate T&Cs </li></ul>
    20. 20. The Issues - Cashback <ul><li>Understand the cashback consumer </li></ul><ul><li>Brand or price led? </li></ul><ul><li>Delivering new customers </li></ul><ul><li>Monitoring quality of leads </li></ul><ul><li>Supporting marketing channels </li></ul>
    21. 21. Supporting marketing channels <ul><li>Newsletters, blog posts, emails etc... </li></ul>
    22. 22. Cashback Summary Cashback sites have used your cost of sale to create a consumer proposition: Use cashback sites to your advantage
    23. 23. Loyalty & Reward Site <ul><li>Long standing brand equity </li></ul><ul><li>Offer sophisticated sites and loyal users </li></ul><ul><li>Potential multi-channel coverage </li></ul><ul><li>‘ Value add’ competitions, engaged content </li></ul>
    24. 24. Case Study - <ul><li>Airmiles run double and bonus Airmiles promotions at regular intervals </li></ul><ul><li>Agree in advance increased commissions with ‘cornerstone’ partners </li></ul><ul><li>On-site exposure, newsletter coverage and occasional direct marketing pieces </li></ul>
    25. 25. January 2008 Airmiles Statement
    26. 26. January 2008 Airmiles Statement Merchant relationships sourced through networks
    27. 27. aerwerwer qwerqwerwer3 January 2008 Airmiles Statement
    28. 28. January 2008 Airmiles Statement Sales more than doubled for ‘double Airmiles’ promotion compared to normal earn rate periods
    29. 29. January 2008 Airmiles Statement In line with the increase in sales was a more than doubling of the sales value
    30. 30. Benefit from their brand equity built over time; ‘value add’ rather than pure cashback. Offer engaged content and build affinity partnership opportunities. Wide scope for future growth. Loyalty - Summary
    31. 31. <ul><li>12-fold increase in searches for ‘vouchers’ over last three years* </li></ul><ul><li>Neilsen named as 4 th fastest growing site in the UK (June ‘08) </li></ul><ul><li>Growth outstrips other affiliate groups </li></ul><ul><li>New entrants </li></ul><ul><li>PPC, SEO, Email, Forums, Offline </li></ul><ul><li>New tools and technologies </li></ul><ul><ul><ul><ul><ul><li>* Hitwise, Aug 2008 </li></ul></ul></ul></ul></ul>Voucher Codes
    32. 32. Top two voucher code sites currently driving over £6m in sales every month with Affiliate Window Voucher Codes – The growth
    33. 33. <ul><li>Displaying codes </li></ul>Voucher codes
    34. 34. Voucher codes – Displaying codes
    35. 35. Voucher codes – Displaying codes
    36. 36. <ul><li>‘ Click to reveal’ codes </li></ul><ul><li>Bespoke codes </li></ul>Voucher codes
    37. 37. Voucher codes – Bespoke codes
    38. 38. Voucher codes – Bespoke codes
    39. 39. <ul><li>‘ Click to reveal’ codes </li></ul><ul><li>Bespoke codes </li></ul><ul><li>Monitoring and tracking </li></ul>Voucher codes
    40. 40. Voucher Codes - Tracking
    41. 41. Voucher Codes – Monitoring
    42. 42. <ul><li>‘ Click to reveal’ codes </li></ul><ul><li>Bespoke codes </li></ul><ul><li>Monitoring & tracking </li></ul><ul><li>Test & optimise </li></ul>Voucher codes
    43. 43. Voucher codes – Test & optimise ‘ Stretch and Save’
    44. 44. Be adaptable in your approach but closely monitor and optimise. Use for key pushes and promotions & mould for business goals. Work your commissions according to your ROI Voucher codes – Summary
    45. 45. <ul><li>Improved reporting </li></ul><ul><li>Multiple referrer rewards </li></ul><ul><li>Revised commissions </li></ul><ul><li>Mainstream coverage </li></ul><ul><li>Amalgamation of technologies </li></ul><ul><li>New entrants; mass market </li></ul>Incentivised Traffic – The Future
    46. 46. Understanding Incentivised Traffic in Affiliate Marketing Kevin Edwards Partnerships Director Affiliate Window [email_address] 020 7553 0354