explido WebMarketing - 1st Affiliate Marketing Turkey #goaff

3,159 views

Published on

The customer journey is the path followed by the user or future buyer through various points of contact to the online purchase transaction. Examining the entire customer journey (also known as click stream analysis) is essential in order to allocate marketing budgets more efficiently. Modelling the buying process and recording contact with various advertising media (banner, affiliate, text advertisements...) helps you and us to optimize the management of online marketing measures.

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
3,159
On SlideShare
0
From Embeds
0
Number of Embeds
1,277
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

explido WebMarketing - 1st Affiliate Marketing Turkey #goaff

  1. 1. AffiliateMarketing Turkey Istanbul, 26th of February 2011
  2. 2. Agenda ABOUT US MARKET OVERVIEW (TURKEY, GERMANY, EUROPE & US) CUSTOMER JOURNEY & WHAT AFFILIATES CAN EXPECT FROM IT 2
  3. 3. About usexplido WebMarketing … your agency for international performance marketing Offices Augsburg, Hamburg Employees 93/123 Customers 122 Find us on twitter @explido Find us on facebook facebook.com/explido Find me on twitter Find me on facebook @dominik_johnson facebook.com/dominik.johnson 3
  4. 4. ServicesSEA Customer JourneySEOAffiliate MarketingDisplay Advertising Web- Conversion OptimierungSocial Media Marketing controlling Web AnalyseProduct & Price comparison sites 4
  5. 5. References5
  6. 6. Market OverviewTurkey, Germany,Europe & US
  7. 7. Communications Waves1994 - 2008 Information Distribution- & Networking Community & Wave Communication Wave Wave Mobile Wave Source: Google 7
  8. 8. Change of consuming technologies1910 - 2010 Radio needed 37 years to reach 50 million users Television needed 15 years to reach 50 million users Cable needed 6 years to reach 50 million users Internet 3 years to reach 50 million users 8
  9. 9. Turkey2005 - 2010 Search Query Growth Rising Categories 2005 - 2010 Jan 2009 vs. Jul 2010* % Category Growth 1900 % Beauty & personal care 159 % Travel 94 % Online communities 89 % Real estate 53 % Telecommunications 27 % 100 *Search query growth per category Source: Google 2005 Jun 2010 Aggregated Google Search queries Source: Google 9
  10. 10. Turkey2008 - 201210
  11. 11. Germany2008 - 2013 Internet access from online users in Germany Internet access fixed line network [%] Internet access mobile [%] Source: Google11
  12. 12. Affilinet Publisher & Advertiser Survey 2010 (Germany)2011 Affiliate Marketing within Social Media (Micro-Affiliates) ¾ of Publisher mentioned next potentials are „Mobile Devices“ and „Social Media“ Top 3 branches: Online Shops (72%) Telecommunications (53%) Travel (45%) creatives, fast order proof and cancelation quota are key indicators for successful partner management 43 % of Publishers wish a Customer Journey 93 % of Advertisers will spend the same amount of budget or increase it in 2011 37 % of Advertisers see an “Every Cookie Wins” model as a possible solution12
  13. 13. Online Media Spendings & Media Spending Split2009 - 2010 Online Wins Media Split13
  14. 14. CUSTOMER JOURNEYQuestionsStartNecessary for Affiliates?Last Cookie Wins vs. Every Cookie Wins
  15. 15. Customer JourneyQuestions Which cookie wins? Is last cookie still state-of-the-art? How does the journey look like? Do I (Affiliate) win or or do I lose?15
  16. 16. Customer JourneyStart16
  17. 17. Customer Journeyand search17
  18. 18. Customer Journeyand publisher18
  19. 19. Customer Journeyand many other sites19
  20. 20. Customer JourneyLeadSale20
  21. 21. Customer JourneyNecessary for Affiliates? Awareness Favourability Consideration Intent to Purchase Conversion SM M SM M ? SEA SEA ? ? ? Contact Intensity SEO SEO ? SM PPP ? M ? ? PPP Display SEA Display SEA ? SM ? ? M ? Relevant Set Sales21 Information / Remarketing Branding
  22. 22. Customer JourneyTimestemps Awareness Favourability Consideration Intent to Purchase Conversion SEA-Brand 24.123 21,2% Display 10 Motiv a 11,6% 12.242 facebook Kamp. 5.242 5,2% facebook 1d SEA-Brand Brandpage 2,7% 2d 2h 1h Display- generisch Billiger.de SEA-Produkt SEA-Brand 1,6% 4d SEA-generisch SEA-Brand 0,8% 2h SEA-generisch Affiliate 0,7% 2h Affiliate Affiliate Billiger.de Relevant Set22 Sales
  23. 23. Customer JourneyChannel tracking View-Cookie Click-Cookie Click-Cookie etc. etc. etc. Regel: Last-Cookie-Wins23 Thank you!
  24. 24. Customer JourneyLast Cookie Wins Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 100 % 0% 100 % 0% 0% 100 % 0,08% 0% 0% 0% 100 % 7,57% 29,90% SEM_non brand Affiliate 42,78% Affiliate_PV 18,77% Display Click Display_view SEM_brand 0,90%24
  25. 25. Customer JourneyEvery Cookie Wins Touchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4 100 % 50 % 50 % 40 % 20 % 40 % + 13,47 % -4,32 % 35 % 15 % 15 % 35 % + 12.577,00 % 8,60% 10,45% 28,45% SEM_non brand Affiliate 34,60% 17,29% Affiliate_PV Display Click -19,69 % 0,62% -7,82 % Display_view -38,22 % SEM_brand25
  26. 26. Your contact person: Thank you!Dominik JohnsonExecutive Manager (GPA)explido WebMarketing GmbH & Co. KG Q&APhone: +49 821 / 21 77 95 - 631E-Mail: dominik.johnson@explido.detwitter.com/dominik_johnsonfacebook.com/dominik.johnson or ?de.linkedin.com/in/dominikjohnsonxing.com/profile/Dominik_Johnson

×