Affiliate Marketing Theatre; A decade of affiliate marketing already under our belts, but what's coming next for us all?
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Affiliate Marketing Theatre; A decade of affiliate marketing already under our belts, but what's coming next for us all?
- 1. A Decade Of Affiliate Marketing Under Our Belts What’s Coming Next For Us All? Affiliate. Performance. Online. Mobile.
- 2. My History: Michelle Anthony - CM • Affiliate Marketing kicked off in the UK 1999 • I did my A’ levels. Internet shopping was driven by discounts • CJ, UK Affiliates (DGM), Tradedoubler – broadband spread 2003 • CBS: Nils Randrup: eBusiness • Blue-chip brands enter affiliate marketing, content affiliates big 2005 • Partner & Alliances Officer (Affinity & Affiliate) • Big agencies join affiliate marketing, pricing models vary 2007 • Joined R.O.EYE in Programme Management Affiliate. Performance. Online. Mobile.
- 3. Since 2007 the Massive Shift in Perception.... “....we'll reintroduce affiliate marketing, but as it should be. No silly commissions being paid to grubby little people in grubby studios growing income at our expense, getting in the way of genuine sales.” Nick Robertson ASOS, March 2007 Affiliate. Performance. Online. Mobile.
- 4. ...has seen An Expansion of Publishers Along with perception changing: • CPM rates fell • Recession focused budgets on acquisition • CPAs attractive against alternatives • Biz Dev shortcut to big brands • Day time TV coverage • Offer availability • Offline tracking • Container tags Affiliate. Performance. Online. Mobile.
- 5. ...and a Redefining of “Affiliate” to Suit Business Needs Niche PPC Affinity = Big PPC Content - Offline Partnerships Content Affinity Biz Advice Call Centre Finance Email Comparison Incentive 2008 2011 2012 Affiliate. Performance. Online. Mobile.
- 6. Improved Tracking is Driving Online and Offline Synergies... Voucher Code Tracking: Server2Server: Call Tracking Affiliate. Performance. Online. Mobile.
- 7. ...and Allowing Campaigns to Harness the Immediacy of Mobile Call Tracking: Mobile Web Tracking: In App Activity: Display Affiliate. Performance. Online. Mobile.
- 8. The Data Revolution Continues to Drive Quality Commissions: Tagging: Container Tags: Attribution • Click filters • Short term v. • EPC posted a determine long term value day after clicks genuine traffic assessed. • Default EPC • Impression Value is placed applies were pixels are on initial days in too little traffic available as an 7day cookie is driven affiliate metric • New user clicks • Review site earn more excel under QCP Affiliate. Performance. Online. Mobile.
- 9. Mobile is Already Here... Geotargeting: Custom Banners: Rendering : Location Tools Affiliate. Performance. Online. Mobile.
- 10. Performance Based Social Commerce is Proving its Concept... Share: Cost Per Like: Recommend: Engage: Buy: Forums • F-commerce • Recommendations ? • Recommendation • I just bought... engines • Amazon Associates • Affiliate traffic sources Affiliate. Performance. Online. Mobile.
- 11. ...but what are the changes we’ll see? Firstly – Devices: 1.5 years 2 years + Affiliate. Performance. Online. Mobile.
- 12. Secondly, tracking will have to stay ahead of the game... API Essential Functioning Lead Generation Robust Cookies Cross-device Tracking Session-only Tracking Out-of-session Affiliate. Performance. Online. Mobile.
- 13. ...Ultimately Consumers Will Drive Change and Decide What Stays Tablets, QR codes, How do Mobile payment, There’s a we track? NFC and online , gap in the What strategy ? telesales, in-store, market for What campaign Smart TV ... tools? Consumers Affiliates Networks, Clients & Agencies Affiliate. Performance. Online. Mobile.
- 14. The Caveat...the principles of Performance are strong and lasting “In five years from now we will be doing exactly the same thing.” James Skelland: Technical Solutions Manager, R.O.EYE, 2012 Affiliate. Performance. Online. Mobile.
- 15. Any Questions? Michelle Anthony Commercial Manager @MichelleAlthea http://uk.linkedin.com/in/michanthony 0161 228 1228 Affiliate. Performance. Online. Mobile.
- 16. Get In Touch with R.O.EYE... Matt Brown Commercial Director matt.brown@roeye.com Michelle Anthony 0207 323 1981 Commercial Manager michelle.anthony@roeye.com 0161 228 1288 Affiliate. Performance. Online. Mobile.
Editor's Notes
- Setting up a business in the post dot.com era – Nils Randrup Course
- Look MagazineNow MagazineSift MediaThere will be a further blurring of the lines between, CPM, CPC, and tenancy, both in publisher types and budgets
- Stores facilitate discussions, upselling and convey Rockstar Service Telephone tracking to allow offline (non-ecommerce) brands to benefit from affiliate activity
- Spans 13 countriesOver 100k websitesAlgorithm to understand traffic as it comes to eBayNet payout to publishers is much higher than pre-QCP daysRe-aligning to ensure vertical offers are strong and competitive against other vertical merchants
- Mobile SDK – supplier development kit developed by eBay (x.com development platform)API, Geotargeting, Rendering and Location Tools developed by R.O.EYE’s CGM Lab for ePN
- Pinterest – Skimlinks controversy
- Smartphone will have reached critical mass Smart TVs – entertainment, family shopping, responsiveness of TV advertisingMobile Wallet– vouchering, unique personal offers Biometrics - ? – Alex thinks so, I am less convinced
- Webservices – API (Calls) – End Point URL – XML Post Server2server – Uses webservices – Server2server is session based unless a cookie is in place - uniqueCookie alternatives – none viable for non-session tracking – flash cookies more robustVouchercode tracking can be cookie or server to server
- Consumer Behaviour will decide what says and what goesAffiliates will remain a step ahead – they are entrepreneurial and not held back by worries of failed ideas and have the budget to take risksNetworks & Agencies will have to track, strategise and build campaigns to push clients forward
- Pixel tracking will still be hereAdditional tracking methods will be introducedBut we will still be helping with feeds, aiding integration, assessing emerging affiliate models, taking new ideas to our clients