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Transparency And Affiliates


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Transparency And Affiliates

  1. 1. Transparency and Affiliates: Is there a benefit? Ewan Darby Affiliate Director Lori Helms Geoffroy Acquisition Manager Sebastien Galina Demand Generation Manager Albrecht Fischer Client Development Director
  2. 2. Transparency in Affiliate marketing: Is there a benefit? <ul><li>How will transparency help merchants, affiliates, agencies and networks </li></ul><ul><ul><li>Profitability, efficiency, development </li></ul></ul><ul><li>Is the industry becoming more, or less transparent </li></ul><ul><li>Say what’s necessary or saying everything </li></ul>
  3. 3. The problem with transparency is you can’t see it <ul><li>Merchants </li></ul><ul><li>Agencies </li></ul><ul><li>Affiliates </li></ul><ul><li>Networks </li></ul>
  4. 4. The affiliate relationships Are too many cooks spoiling the broth? Policy Policing Promotions Payments Client Network Agency Affiliate
  5. 5. Transparency 1. The Merchant Where does AM fit in their mix? Budget Resource Time
  6. 6. Responsibilities <ul><li>On-site affiliate pages </li></ul><ul><li>Information pages </li></ul><ul><li>Their channel mix </li></ul><ul><ul><li>Display (DR) </li></ul></ul><ul><ul><li>Search (Natural and Paid) </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><li>How affiliates fit </li></ul><ul><li>Making them feel integral and important </li></ul><ul><li>Clarity </li></ul><ul><li>1. Merchant Communication </li></ul>
  7. 7. Transparency 2. The Agency Why do merchants appoint agencies and what do they do? Planning Reporting Strategy
  8. 8. Responsibilities <ul><li>Programme structure </li></ul><ul><li>De-duplicating </li></ul><ul><ul><li>Against other channels </li></ul></ul><ul><ul><li>Allocating the sale (last click wins, E2C) </li></ul></ul><ul><li>Strategies </li></ul><ul><li>Brand protection </li></ul><ul><li>Development of top-tier partners </li></ul><ul><li>Planning </li></ul><ul><li>2. Agency Communication </li></ul>
  9. 9. Transparency 3. The Affiliate How do you drive traffic? Sites Approach Details
  10. 10. Responsibilities <ul><li>Sites or promotional methods </li></ul><ul><li>Feedback on performance </li></ul><ul><li>Opportunities </li></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Emails </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><li>Market data and performance </li></ul><ul><li>3. Affiliate Communication </li></ul>
  11. 11. Transparency 4. The Network The Gate-keeping responsibility Protection Encouragement Innovation & technology Reporting
  12. 12. Responsibilities <ul><li>Payment terms </li></ul><ul><li>Incentives </li></ul><ul><li>Creative hosting and distribution </li></ul><ul><li>Programme details and promotional copy </li></ul><ul><li>Policing the programme </li></ul><ul><li>Arbitrate between merchants/agencies/affiliates </li></ul><ul><li>4. Network Communication </li></ul>
  13. 13. Further questions and comments