IAB Performance Marketing Seminar: July 2011

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IAB Performance Marketing Seminar: July 2011

  1. 1. Understanding the True Value of Affiliate Marketing Helen Southgate
  2. 2. Introduction Affiliate Marketing Today
  3. 3. Affiliate Marketing is not just a Sales Driver Development of the channel crosses other disciplines
  4. 4. A Microcosm of Online Affiliate spans all areas of online marketing Affiliate Marketing
  5. 6. The Sales Funnel Development of the affiliate channel has led to affiliates being more than just last click drivers
  6. 7. Attributing Value to Affiliates How can you measure the value of affiliates?
  7. 9. Value of Sales by RTM Affiliates proven to drive high average sales value Affiliate
  8. 10. Sales Value by Affiliate Voucher sites generate highest average sales value
  9. 12. Quality Varies by Individual Affiliate Affiliates in the same sector do not have the same behaviour
  10. 14. Looking beyond new customer acquisition Affiliates can be leveraged to drive additional value other than at initial acquisition
  11. 16. The Brand Halo Affect Affiliates are proven brand awareness drivers <ul><li>Takeover of affiliate website plus partner sites </li></ul><ul><li>54 direct sales generated whilst 470 have been influenced </li></ul><ul><li>Brand Halo Effect </li></ul>
  12. 17. Brand Vs Volume Balancing brand fit Vs sales volume High Number of Sales Low Number of Sales Weak Brand Fit Strong Brand Fit
  13. 18. Summary <ul><li>The Affiliate Channel is a microcosm of online and therefore more than just a sales channel </li></ul><ul><li>Your KPIs should transfer into your affiliate strategy </li></ul><ul><li>Affiliates within the same sector do not show the same behaviour </li></ul><ul><li>There is growth potential within retention and existing customer strategies – big shift change </li></ul><ul><li>Data is king </li></ul>

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