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Securing the Future of Affiliate Marketing - Helen Southgate, affilinet
The document discusses the current state and challenges of the UK affiliate marketing industry, noting that the number of active publishers is limited, with significant competition from cashback and voucher code sites. It highlights the need for better support, tools, and a shift away from the last-click attribution model to foster growth and innovation. It concludes by emphasizing the importance of understanding incremental growth and improving communication between affiliates and networks.
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Securing the Future of Affiliate Marketing - Helen Southgate, affilinet
- 1. SECURING THE FUTUREOF AFFILIATE MARKETING HELEN SOUTHGATE UK MD AFFILINET
- 2. LET’S TALK ABOUT… • The state of the market today • Publishers Ssh don’t tell anyone but it’s not just cashback and vouchercodes • My three most hated words Omni, Incremental and the “A” word • What does the future hold…
- 3.
- 4. THE STATE OFTHE UK AFFILIATE MARKET JUST 12,000 ACTIVE PUBLISHERS
- 5. THE STATE OFTHE UK AFFILIATE MARKET 51% 12% 29%
- 6. PUBLISHERS WANT TO JOIN A NETWORK 36,000 ON AVERAGE PUBLISHER APPLICATIONS TO AFFILINET EACH YEAR 2009 2010 2011 2012 2013
- 7. APPLICATIONS FROM CONTENTSITES DOUBLED APPLICATIONS FROM CONTENT SITES DOUBLED
- 8.
- 9. 18% 150 RESPONDENTS BLOGS & SOCIAL SITES CONTENT SITES 15% PRICE COMPARISON SITES 34%
- 10. EARN LESS THAN £6,000 A YEAR 40% MORE THAN 44%FIVE YEARS ALMOST LESS THAN ONE YEAR 20%
- 11.
- 12. WAS THERE AGOLDEN AGE OF AFFILIATE MARKETING? 29%EARNING MORE AFFILIATES ARE EARNING THE SAME 15% EARNING LESS 37%
- 13. WHAT AFFILIATES THINKA BATTLEFIELD OF “THEM” VS. “US” 92% OF TRANSACTIONS THAT WE WERE INVOLVED IN WENT TO ANOTHER CHANNEL MUCH MORE COMPETITION FROM VOUCHER CODE AND CASH BACK SITES I THINK CASHBACK AND VOUCHER SITES HAVE TAKEN THE LAST CLICK AFFILIATE MARKETING HAS STILL NOT GRASPED ITS POTENTIAL, SOON YOU WILL SEE IT GROW MORE QUITTING EMPLOYMENT TO PURSUE AFFILIATE MARKETING
- 14. TWO KEY AREAS TO ADDRESS LAST CLICK DEBATE SUPPORTING MID- LONGTAIL
- 15.
- 16. WHAT WOULD HELPAFFILIATES? 70 60 50 40 30 20 10 0 Better support from networks Better data and reporting Move away from the last click model More networking events Remove all voucher and cashback sites Better online support How to guides and educational materials Work different payment model Smarter ad formats Move away from the click model Remove all voucher & cashback sites Work to a different payment model
- 18. SO, WHAT’S REALLY HAPPENING? SO WE ARE LOOKING AT 21%OF ALL ORDERS THAT INVOLVE MORE THAN ONE AFFILIATE IN42% OF CASES WHERE SALES ARE ‘STOLEN’ FROM ANOTHER AFFILIATE CHANNEL, IT IS WITHIN THE SAME AFFILIATE CATEGORY THAT LEAVES 11%OF TOTAL ORDERS WHERE ONE AFFILIATE CATEGORY IS OVERWRITING ANOTHER 79% OF ALL ORDERS ‘WON’ INVOLVED JUST ONE AFFILIATE
- 19. WINNERS AND LOSERS PRICE COMPARISON -14% CASHBACK +10% VOUCHER -4% CONTENT -3% 79% 52% 72% 73% 16% 22% 7% 12% -6% -26% -21% -15% Orders Won - 1 Affiliate Only overwrote overwritten
- 20. THERE IS MORETO KEEP US AWAKE AT NIGHT
- 21. OUTSIDE OF OUR KNOWLEDGE & CONTROL RETARGETING BRAND PAID SEARCH & SEO
- 22. THE WORD BEGINNINGWITH ‘A’ IS NOT THE ANSWER
- 23. IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER... EFFORT VS REWARD HOW DO YOU FAIRLY ATTRIBUTE VMAULLTUI-OEMN?I-WHATEVER-CHANNEL CASHBACK & LOYALTY?
- 24. SO WHAT’S THEANSWER? UNDERSTAND BETTER EXPLORE WHAT IS INCREMENTAL OTHER PAYMENT MODELS ANALYSE THE DATA
- 25. SUPPORTING THE MIDAND LONGTAIL
- 26. 59%OF RESPONDENTS PREFERTO WORK WITH A NETWORK SAFETY LEVERAGE WITH ADVERTISERS PAYMENTS & INVOICING LACK OF TRUST HIGHER EARNINGS DIRECT EFFICIENCY CONFLICT OF INTEREST GOOD / BAD ACCOUNT MANAGERS TRACKING IGNORED
- 27. WHAT DO WENEED TO DO TO BETTER TO SUPPORT AFFILIATES? MAKE IT EASIER TO WORK WITH US BETTER TOOLS AND INNOVATION BETTER COMMUNICATIONS AND MARKETING AUTOMATION OF ONE TO MANY
- 28. CUSTOMER CENTRIC DATA-LEDTARGETING THROUGH THE AFFILIATE CHANNEL
- 29. WHAT DO WENEED TO DO TO BETTER TO SUPPORT AFFILIATES? MAKE IT EASIER TO WORK WITH US BETTER TOOLS AND INNOVATION BETTER COMMUNICATIONS AND MARKETING AUTOMATION OF ONE TO MANY
- 30. PUBLISHER SIGN-UP PROCESSIMPROVEMENTS 0.4 DAYS AVERAGE APPLICATION APPROVAL Pre-Oct Oct Forecast # Publishers (blocked/deleted) # Publishers (checked) # Publisher (not checked) 2.5 DAYS AVERAGE APPLICATION APPROVAL PRE-OCTOBER OCT- FORECAST
- 31. WHAT DO WENEED TO DO TO BETTER TO SUPPORT AFFILIATES? MAKE IT EASIER TO WORK WITH US BETTER TOOLS AND INNOVATION BETTER COMMUNICATIONS AND MARKETING AUTOMATION OF ONE TO MANY
- 32. THE IAB AFFILIATE MARKETING COUNCIL 33% NEVER HEARD OF IT 29% I THINK IT HAS DONE EXCELLENT WORK AND IT SUPPORTS ME AS A PUBLISHER IT HAS DONE LOTS OF GOOD WORK BUT IT COULD SUPPORT ME MORE AS A PUBLISHER I KNOW OF IT BUT IT’S ABOUT AS USEFUL AS A CHOCOLATE TEAPOT 33% 5%
- 33. ARE YOU ATTENDING PMI? 49% NOT RELEVANT TO SMALL PUBLISHERS NOT SURE 3% YES CORPORATE 48% NO 60% IT’S TOO EXPENSIVE LONDON/ TRAVEL TOO HOPING TO WIN A TICKET! “IT'S A POINTLESS UNINTERESTING BACK SLAPPING FEST THAT WON'T HELP A SINGLE SME PUBLISHER”
- 34. PUBLISHERS WANT AVOICE
- 35. WHAT DOES THE FUTURE HOLD..?
- 36. 2015. THE AFFILIATE MARKETING AWAKENING AUTOMATE ONE TO MANY PUBLISHER TOOLS AND INNOVATION TARGETING AND PERSONALISATION DATA AND ANALYTICS CONTENT/ NATIVE DEVELOPMENT MARGINAL GAINS
- 37.
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- 39.
Editor's Notes
- #4 Questions, comments, rants, don’t agree with me, want more data use #challengethechannel and I’ll try and answer. Will also confuse my twitter followers as they are 80% Norwich fans.
- #7 2009 - 2013 On average we have over 36,000 new publisher applications every year Applications from content sites has nearly doubled in the past year alone
- #8 2009 - 2013 On average we have over 36,000 new publisher applications every year Applications from content sites has nearly doubled in the past year alone
- #14 Much more competition from voucher code and cashback type sites
- #15 Supporting the Mid-Long Tail Last Click Debate
- #20 Red = one affiliate only Pink = won, overwrote another affiliate Dark Purple = Overwritten
- #21 Can we embed this video? <iframe width="420" height="315" src="//www.youtube.com/embed/5Uh3aXkLGZs" frameborder="0" allowfullscreen></iframe>
- #22 Can we embed this video? <iframe width="420" height="315" src="//www.youtube.com/embed/5Uh3aXkLGZs" frameborder="0" allowfullscreen></iframe>
- #24 The little problem of cashback / loyalty points / reward and customers It’s a lot of effort for what reward? Back to the X% of sales Affiliate is only part of the picture and the only channel on CPA Multi-Omni-B*llocks-Channel How do you define what added value and what didn’t? What is the answer? Analysing the data Looking at what areas you can effectively control Understanding incremental and cannibalisation acceptances Other payment models – CPM, CPC, higher CPA, fixed costs The challenge Whatever you do, it has to deliver greater sales and or ROI for the advertiser otherwise they are paying more for the same!!
- #35 Picture here for the 50 publisher passes? If we’re doing the networking promote that here? Why did we do it? It’s not an easy solution – is the forum dead? How can publishers have a voice? I wanted a publisher forum here at PMI but it’s not sexy enough as doesn’t involve retargeting, facebook or buzzfeed? Let’s have an industry one?
- #40 Questions, comments, rants, don’t agree with me, want more data use #challengethechannel and I’ll try and answer. Will also confuse my twitter followers as they are 80% Norwich fans.