Affiliate Marketing - What's it All About?

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An introduction to affiliate marketing and some of the latest thinking and trends. Presented at the 2017 Brighton SEO Conference.

Marketing

@accelerationpar #BrightonSeo
AFFILIATE MARKETING IS DEAD

@accelerationpar #BrightonSeo
AFFILIATE MARKETING IS 25 YEARS OLD
4
1994 1996 2004 2006 2007 2010 2017

@accelerationpar #BrightonSeo
AFFILIATE MARKETING DRIVES £1.6BN IN AD SPEND
5

@accelerationpar #BrightonSeo
BRANDS LOVE IT
6

@accelerationpar #BrightonSeo
AFFILIATE MARKETING IS EASY

@accelerationpar #BrightonSeo
AFFILIATE MARKETING LANDSCAPE 2017
8
AUDIENCE
AFFILIATE
NETWORKS
SAAS
PLATFORMS
PERFORMANCE
MARKETING
AGENCIES
MEDIA
AGENCIES
ADVERTISERS AFFILIATES

@accelerationpar #BrightonSeo
AFFILIATE TYPES
9
MONEY SAVING
PRICE COMPARISON
STOREFRONTS
SUB-NETWORKS
CONTENT

@accelerationpar #BrightonSeo
RELATIONSHIP BUILDING REQUIRES RESOURCES
10
CRM &
RECRUITING
APPLICATIONS
EVENT
SUPPORT
NEWSLETTERS
& CAMPAIGNS
REPORTING
PUBLISHER
DEVELOPMENT
SYNERGISTIC PROGRAMS
FUNCTIONAL RESPONSIBILITIES
ENGAGEMENT MANAGER
(Sr Managers with 10+ years experience)
PROGRAM MANAGER(S)
(5+ years experience)
SENIOR ASSOCIATE(S)
(2+ years experience)

@accelerationpar #BrightonSeo
MORE TRAFFIC LEADS TO MORE SALES

@accelerationpar #BrightonSeo
SOPHISTICATED PROGRAMME MANAGEMENT
12

@accelerationpar #BrightonSeo
NEW TRENDS IN
AFFILIATE MARKETING
13

@accelerationpar #BrightonSeo
THE INFLUENCER TUG OF WAR
SEO PR AFFILIATE

@accelerationpar #BrightonSeo
A WAY TO MAKE IT WORK
15
SEOPR AFFILIATE

@accelerationpar #BrightonSeo
ONLINE TO OFFLINE
16

@accelerationpar #BrightonSeo
AUTOMATION & AI
17

@accelerationpar #BrightonSeo
DATA USE
18

@accelerationpar #BrightonSeo
KEY TAKEAWAYS
19

@accelerationpar #BrightonSeo
KEY TAKEAWAYS
20
Affiliate marketing is well and
truly alive
It’s not rocket science, but it is
complex and takes work and
expertise
Technology will help gain more
efficiencies and even more
attractive ROI

@accelerationpar #BrightonSeo
Boston | New York | San Francisco | Chicago | London
617.963.0839 marketing@accelerationpartners.com
THANK YOU!
HELEN SOUTHGATE
Managing Director UK
hsouthgate@accelerationpartners.com
21
@HelenMarie21

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Affiliate Marketing - What's it All About?

1. @accelerationpar #BrightonSeo HELEN SOUTHGATE Affiliate Marketing @HelenMarie21

2. @accelerationpar #BrightonSeo BUSTING SOME AFFILIATE MARKETING MYTHS 2

3. @accelerationpar #BrightonSeo AFFILIATE MARKETING IS DEAD

4. @accelerationpar #BrightonSeo AFFILIATE MARKETING IS 25 YEARS OLD 4 1994 1996 2004 2006 2007 2010 2017

5. @accelerationpar #BrightonSeo AFFILIATE MARKETING DRIVES £1.6BN IN AD SPEND 5

6. @accelerationpar #BrightonSeo BRANDS LOVE IT 6

7. @accelerationpar #BrightonSeo AFFILIATE MARKETING IS EASY

8. @accelerationpar #BrightonSeo AFFILIATE MARKETING LANDSCAPE 2017 8 AUDIENCE AFFILIATE NETWORKS SAAS PLATFORMS PERFORMANCE MARKETING AGENCIES MEDIA AGENCIES ADVERTISERS AFFILIATES

9. @accelerationpar #BrightonSeo AFFILIATE TYPES 9 MONEY SAVING PRICE COMPARISON STOREFRONTS SUB-NETWORKS CONTENT

10. @accelerationpar #BrightonSeo RELATIONSHIP BUILDING REQUIRES RESOURCES 10 CRM & RECRUITING APPLICATIONS EVENT SUPPORT NEWSLETTERS & CAMPAIGNS REPORTING PUBLISHER DEVELOPMENT SYNERGISTIC PROGRAMS FUNCTIONAL RESPONSIBILITIES ENGAGEMENT MANAGER (Sr Managers with 10+ years experience) PROGRAM MANAGER(S) (5+ years experience) SENIOR ASSOCIATE(S) (2+ years experience)

11. @accelerationpar #BrightonSeo MORE TRAFFIC LEADS TO MORE SALES

12. @accelerationpar #BrightonSeo SOPHISTICATED PROGRAMME MANAGEMENT 12

13. @accelerationpar #BrightonSeo NEW TRENDS IN AFFILIATE MARKETING 13

14. @accelerationpar #BrightonSeo THE INFLUENCER TUG OF WAR SEO PR AFFILIATE

15. @accelerationpar #BrightonSeo A WAY TO MAKE IT WORK 15 SEOPR AFFILIATE

16. @accelerationpar #BrightonSeo ONLINE TO OFFLINE 16

17. @accelerationpar #BrightonSeo AUTOMATION & AI 17

18. @accelerationpar #BrightonSeo DATA USE 18

19. @accelerationpar #BrightonSeo KEY TAKEAWAYS 19

20. @accelerationpar #BrightonSeo KEY TAKEAWAYS 20 Affiliate marketing is well and truly alive It’s not rocket science, but it is complex and takes work and expertise Technology will help gain more efficiencies and even more attractive ROI

21. @accelerationpar #BrightonSeo Boston | New York | San Francisco | Chicago | London 617.963.0839 marketing@accelerationpartners.com THANK YOU! HELEN SOUTHGATE Managing Director UK hsouthgate@accelerationpartners.com 21 @HelenMarie21

Editor's Notes

Still after 25 years, consistent growth
8/10 of the top UK brands run successful affiliate programmes, the two missing – Shell and BP!
12,700 active affiliates
account teams work specifically on running client programs (that’s on the left) additionally we have a number of team members who support the accounts – on the right for example folks who coordinate and execute events, finance people who help get the accounts funded properly, a pub dev team that handles ~20 new partnership opps each week, an analyst who works on reporting projects, and more
Driving sales for clients is complex, and not always just about traffic and sales – AOV / LTV / engagement
PR / SEO / Affiliate ownership Affiliate = microinfluencers / longtail
Higher level of skill, better training. More cross functional backgrounds.

Affiliate Marketing - What's it All About?

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Affiliate Marketing - What's it All About?

Editor's Notes