M-commerce in Affiliate Marketing – The Complete Picture

542 views

Published on

Mobile trends including traffic from individual devices – including tablets, conversion rates, challenges, how incentivization is shaping the channel, how mobile isn’t one channel – it’s multi-channel.

Experience level: Intermediate
Target audience: Merchant/Advertiser
Niche/vertical: Local

Kevin Edwards, Strategy Director, Affiliate Window (Twitter @AWin_Strategy)

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
542
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

M-commerce in Affiliate Marketing – The Complete Picture

  1. 1. M-Commerce in M-Commerce in Affiliate Marketing: Affiliate Marketing: The Complete The CompletePicturePicture @Awin_Strategy @Awin_StrategyKevin Edwards, Affiliate WindowKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.comkevin.edwards@affiliatewindow.com strategy@affiliatewindow.com strategy@affiliatewindow.com
  2. 2. GLOBAL PERFORMANCEMARKETING EXPERTSESTABLISHED IN PART OF LARGEST GLOBAL 2000 PERFORMANCE NETWORK TIMES WINNER OF 1,700 PUBLISHERS’ CHOICE MERCHANTS OF NETWORK $2.5bn TIMES WINNER OF BESPOKE AFFILIATE NETWORK INNOVATION PORTFOLIO SERVICES 2
  3. 3. The Affiliate MobileLandscape
  4. 4. 55% of US & 62% of UK55% of US & 62% of UKadults have smartphones,adults have smartphones,double digit YoY growthdouble digit YoY growth58% of US teenagers 58% of US teenagershave smartphones; have smartphones;faster adoption than faster adoption thanany other age group any other age groupDifferent demographicsDifferent demographics ...Phenomenal adoption:and ages choosing differentand ages choosing different can we keep up...?handsets; marketing impacthandsets; marketing impact *Ofcom, Communications Market Report, August 2011
  5. 5. The iPhone is aspirational The iPhone is aspirational and enjoys high ABC1 and enjoys high ABC1 concentration concentration Android is king of the Android is king of the handsets: but who is handsets: but who is winning the m- winning the m- Commerce war? Commerce war?16-24 prefer Blackberrys16-24 prefer Blackberrys(37%) to iPhones (25%)(37%) to iPhones (25%)
  6. 6. Our data referencesOur data referencesover 1.5 clicks...over 1.5 clicks......and nearly 45m...and nearly 45msales from 1,400sales from 1,400retailersretailers
  7. 7. ‘MOBILE’ DEVICES: TABLET AND HANDSET Tablet Tablet Handset Handset urrent Cu C r r ent cc 60/40 ..60/40 salle sa e splliit sp t 7
  8. 8. MOBILE TRAFFIC (TABLET AND HANDSET):JAN 2011 – DEC 2012 hs t hs nt on mo 4 m 24 n 2 iin 9% 9% o1 to t 1 2% 2% Fr From om 8
  9. 9. MOBILE SALES (TABLET AND HANDSET):JAN 2011 – DEC 2012 hs t hs nt on mo 4 m 24 n 2 iin 4% 4% o1 to t 1 2% 2% Fr From om 9
  10. 10. MOBILE HANDSET TRAFFIC:JAN 2011 – DEC 2012 hs t hs nt on mo 4 m 24 2 iin n 1 1% 1% o 1 to t 1. 1 8% . 8% Fr F om r om 10
  11. 11. MOBILE HANDSET SALES:JAN 2011 – DEC 2012 th s on t on hs 24 24 m m 6% iin n to to 6% .5% . 5% m1 ro m F ro 1 F 11
  12. 12. THE MOBILE/SALES DICHOTOMY All mobile traffic/sales All mobile traffic/sales All handset traffic/sales All handset traffic/sales wwn on oo nwn gr w d ggr n sgr o n d as r a hh s ’’y a hs ha a gllt iic a n y x7 ff ffiic c oinn t x7 all x10 a ffc r os g raff sut i n ynh a tr a sur s t tr b t tt ra yb t t la nh x10 d s t a ly st a l llee gllyy ee t r y th ahla th T HT a aa bd nb on g an trion e tr r ah w h n e ro :: e r ro w H ptti s r ce x6 inrt we rff c p s s e fa ce x6 iergswh fraiff lg n f gc lgl he iic hiil ic f g ex nt egt tpat ex rv n tfopra ent k fotr t o rv o t nv e dee o nc o tesk v co c ats co ra x4 x4 rd the the 12
  13. 13. DEVICE SPLIT BY SALES: 2012 iPad overtook iPhone in Aug 2011 and now dominates iPad overtook iPhone in Aug 2011 and now dominatesiPhone was double Android sale total despite handset lead iPhone 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 13
  14. 14. DAILY SALES SPLIT: MOBILE VS.DESKTOP
  15. 15. THE MOBILE BASKET DISSECTED 80-90% OF SALES 80-90% OF SALES COMING THROUGH COMING THROUGH INCENTIVIZED INCENTIVIZED TRAFFIC TRAFFIC TAKEOU TAKEOU SIMS SIMS ENTERTAINMEN ENTERTAINMEN GROUP BUYING GROUP BUYING T T TT
  16. 16. MOBILE: GROUP BUYING SECTOR
  17. 17. MOBILE: TELECOMS SECTOR
  18. 18. MOBILE: CLOTHING SECTOR
  19. 19. TREATING EVERY AFFILIATE DIFFERENTLY 19
  20. 20. THE TRACKING THREAT
  21. 21. THE TRACKING THREAT £132k an £132k a v eMay 2012 n In lost commissions in i e £2mh la n ? W £2m you p n (allowing for growth) Commissions lost o 2012 iin do c a £27mt e £27m … c to affiliate marketing Revenue p la unattributed
  22. 22. MISSED OPPORTUNITIES? “Probably… My other app based on Dutch retailer bol.com, sawDevMobileDevMobile conversion increase from 8 to 12%: a 50% increase in sales.”
  23. 23. THE CASHBACK DILEMMA Hugely successful affiliates Burgeoning multi-billion dollar sector Often deliver great quality customers Creating powerful retail brands Offer range of promotional opportunities Focused on demonstrating incremental sales Multi-channel: apps & mobile sites launched
  24. 24. THE CASHBACK DILEMMA
  25. 25. THE AFFILIATE COUPON LANDSCAPEGEO LOCATIONGEO LOCATIONM-COMMERCEM-COMMERCE 99%> SALES 99%> SALES CHALLENGES CHALLENGESAPPLICATIONSAPPLICATIONS SETTING SETTING IN STORE IN STORE OFFLINE OR OFFLINE OR COMMERCIAL COMMERCIAL TRAINING TRAINING ONLINE ONLINE SS QR CODES QR CODES SALE? SALE? JOINED UP JOINED UP LOCAL BUSINESS LOCAL BUSINESS TRACKING & TRACKING & OPPORTUNITIES OPPORTUNITIES SMS SMS REPORTING REPORTING
  26. 26. AFFILIATE COUPON INSIGHTS • 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 reach
  27. 27. CASE STUDY: JOINING ONLINE AND OFFLINE • Exclusive 10% off via affiliate coupon app • Redeemed at point of sale in store • Tracked to Debenhams’ database • Attributed to affiliate channel • Affiliates credited with commission 27
  28. 28. CASE STUDY - DEBENHAMS UTILISING WINNER DRIVING MOBILE GEO-BASED OF INNOVATION TO IN-STORE VOUCHER IN AFFILIATE CODES MARKETING 28
  29. 29. MULTI/OMNI CHANNEL AFFILIATES MOBILE MOBILE SMS SMS APP APP DESKTOP DESKTOP TENANCY TENANCY SITE SITE ONLINE TO ONLINE TO EMAIL EMAIL OFFLINE OFFLINE ALIGNING BUSINESS GOALS HAS NEVER ALIGNING BUSINESS GOALS HAS NEVER BEEN MORE IMPORTANT BEEN MORE IMPORTANT
  30. 30. REPORTING REQUIREMENTS HEIGHTENED Know what you’re measuring Know what you’re measuring Challenge your network Challenge your network Who is doing well for you? Who is doing well for you? Time for a separate mobile Time for a separate mobile approach? approach?
  31. 31. THE NEW DAWN OF MOBILE• 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…?
  32. 32. M-Commerce in M-Commerce in Affiliate Marketing: Affiliate Marketing: The Complete The CompletePicturePicture @Awin_Strategy @Awin_StrategyKevin Edwards, Affiliate WindowKevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.comkevin.edwards@affiliatewindow.com strategy@affiliatewindow.com strategy@affiliatewindow.com

×