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Affiliate marketing is just one of many acquisition strategies. In this presentation, Nicky Senyard takes you through how to set-up and manage your affiliate program so that it complements your other acquisition channels and overall business model.
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Optimizing Your Affiliate Marketing Strategy
A Philosophical View of Your
Affiliate Program
Affiliate Marketing in Perspective
• Affiliate Marketing is just one marketing strategy.
Affiliate Marketing in Perspective
• Affiliate Marketing is just one marketing strategy.
• Different strategies work better with different business models.
Affiliate Marketing in Perspective
• Affiliate Marketing is just one marketing strategy.
• Different strategies work better with different business models.
• Affiliates should never be responsible for more than 30-40% of your revenues.
Your Business Model
• What way do you want to approach the industry?
Your Business Model
• What way do you want to approach the industry?
• What’s your philosophy on online gaming?
Identifying Your Philosophy
• What are your priorities?
Identifying Your Philosophy
• What are your priorities?
• Why did you choose affiliate marketing?
Identifying Your Philosophy
• What are your priorities?
• Why did you choose affiliate marketing?
• What kind of partners do you seek?
Three Philosophical Types
• Hey Big Spender
Three Philosophical Types
• Hey Big Spender
• Partnership Focused
Three Philosophical Types
• Hey Big Spender
• Partnership Focused
• A Necessary Evil
Big Spender
• Focus on big industry players for fast results.
Big Spender
• Focus on big industry players for fast results.
• High conference profile.
Big Spender
• Focus on big industry players for fast results.
• High conference profile.
• Prepared to offer incentives: high commissions, gifts, etc.
Big Spender - Cons
• Maintaining relationships are costly.
Big Spender - Cons
• Maintaining relationships are costly.
• Dependent on a few big affiliates.
Big Spender - Cons
• Maintaining relationships are costly.
• Dependent on a few big affiliates.
• Expensive/risky to compete with other affiliate programs.
Partnership Focus
• Focus on all types of affiliates.
Partnership Focus
• Focus on all types of affiliates.
• Your team is responsive.
Partnership Focus
• Focus on all types of affiliates.
• Your team is responsive.
• Extensive affiliate support.
Partnership Focus
• Focus on all types of affiliates.
• Your team is responsive.
• Extensive affiliate support.
• Transparent and in-depth tracking.
Partnership Focus - Cons
• Results are gradual.
Partnership Focus - Cons
• Results are gradual.
• It’s a time/attention intensive approach to affiliate marketing.
A Necessary Evil • Affiliate marketing is just one (small) extension of a greater business.
A Necessary Evil • Affiliate marketing is just one (small) extension of a greater business.
• It is necessary to remain competitive.
A Necessary Evil • Affiliate marketing is just one (small) extension of a greater business.
• It is necessary to remain competitive.
• Affiliate = army of salesmen – relationships aren’t close.
A Necessary Evil • Affiliate marketing is just one (small) extension of a greater business.
• It is necessary to remain competitive.
• Affiliate = army of salesmen – relationships aren’t close.
• Straight forward commission structures.
A Necessary Evil • Affiliate marketing is just one (small) extension of a greater business.
• It is necessary to remain competitive.
• Affiliate = army of salesmen – relationships aren’t close.
• Straight forward commission structures.
• Basic Tracking and reporting.
A Necessary Evil - Cons• Standard commission structures make it difficult to attract super-affiliates.
A Necessary Evil - Cons• Standard commission structures make it difficult to attract super-affiliates.
• Low communication makes it difficult to build relationships with affiliates.
A Necessary Evil - Cons• Standard commission structures make it difficult to attract super-affiliates.
• Low communication makes it difficult to build relationships with affiliates.
• Basic tracking provide no intelligence on program optimization.
Your Affiliate Philosophy• Like anything else, work to your strengths.
• Don’t make value judgments on what you should be doing based on what others are doing.
• Run our own race: maximise profits on everything you do.
