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Our Affiliate Marketing breakfast talk looked at how best to manage this channel of channels and address some of the common questions that come from having an affiliate campaign such as brand protection, voucher codes and new vs. repeat customers.
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Demystifying affiliate marketing
Ken Cheung – Head of Affiliate Marketing
Affiliates are a big opportunity
Affiliate marketing increased to 38.2% in 2009 to reach £72.6Million (UK) (marketingweek May 2010)
Jupiter Research Econsultancy
What is it?
• Affiliate marketing is a commission based sales and marketing channel, commission is paid after delivery on specific pre-defined objectives.
• Think partnerships.
Today’s typical affiliate
•Professional
•Organised Businesses (e.g. Econversions, Quidco, Nectar)
•Generating hundreds of millions in revenues for major brands
•Regulated (IAB)
Affiliate Marketing is multichannel
PPC
New Technologies
High Traffic/ PortalTrue Content
Price Comparison Voucher CodeLoyalty/
Cashback
We need to gain control
What are you trying to achieve?
PPC
New Technologie
s
High Traffic/ Portal
True Content
Price Comparison
Voucher Code
Loyalty/ Cashback
Which affiliates are you going to use?
How are you going to convert traffic?
Control is key
Ensuring incremental value
Allocating affiliate budgets
Controlling the quality of affiliates
Conversion rate
Commission
AOVPrice
Consumer incentive
Brand/reputation
Penetration online
‘Data is the new oil’Gerd Leonhard
"It’s only when you process oil that it demonstrates its value, and data is the
same" MEC Richard Lloyd
Take a scientific approach
Test and use data
Plan with this in mind
Take controlled risks
Understand that cross effect
Key issues
Should you form your own network?
Should you use cashback sites?
Are voucher codes evil?
How do you protect your brand?
Your Own Network?
Selecting and communicating to affiliates
Paying affiliates
Payment thresholds
If you build it will affiliates join?
What are you trying to achieve?
Cashback does it add value?
What is their role in the marketing strategy?
Control consumer behaviour
Tap into database
Don’t make it a habit
How does this fit with your own loyalty CRM
Voucher codes
Source: Google
Value = Benefits/Cost
The Recession prioritises ££££
Size Email database Premium placements Timing Structure codes to communicate value Market share Consumer behaviour
Brand protection
How we will manage the Cashback sites
www.quidco.com
How we will drive more value from the voucher code sites
Controlling the affiliates through T&C’s
Control voucher codes / cash back sites
Control PPC and Organic rankings
Control PPC activity
Control brand messages
Encourage partnerships
Hide the voucher code box Banners and creative inventory Control affiliate approvals Incentivise high value affiliates Co-ordinate with wider marketing
strategy
Adding value and experience
Interactive widgets Improve conversion
rate Enhance user
experience Distributed to
relevant affiliates
Leverage off data feed technology
Provides smoother sales process for consumer
Easy to setup Supports niche
affiliates
Incremental sales
‘Pure’2 channels5 Channels
Thank you
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