Upload
nicode88
View
596
Download
5
Tags:
Embed Size (px)
DESCRIPTION
My personal thesis about affiliate marketing. For the original file, please visit http://affiliatemarketing.nicoladisisto.ws/index.php/presentation/
Citation preview
Affiliate marketing:is it a good way to increase profits?
Università degli Studi di Bari Aldo MoroFacoltà di Economia
Corso di Laurea in Economia e CommercioAnno Accademico 2011-2012
Introduction
• Nowadays almost 30% of the world’s population has Internet access: around 2 billion people
• 32 billion hours spent online every month! (Source: Go-Gulf)
Italian Internet users are estimated to be close to 26 million, with a great growth since 2001 (source: Mclink)
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
5
10
15
20
25
30
Millions of Italian Internet users
Millions of users
• What happens during those billions of hours spent online every month?
• Who earns money?
General infoDefinition: affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts.
The players of affiliate marketing are:• the merchant, also called “retailer” or “brand”• the publisher, also known as the affiliate• the customer.
Merchant
Publisher
Customer
• One of the best ways to earn money online (Robert Kiyosaki)
• Many hard-working affiliates made a fortune
How does affiliate marketing work?
• A company sets-up an affiliate marketing program • The webmaster signs up to the program as an
affiliate• The webmaster publishes banners or links
• A random visitor clicks on a banner/link
• The company’s web server is programmed so that the visitor will be sent to the webpage for the product/service promoted.
Short history
• Affiliate marketing nowadays
Referral marketing
William Tobin Amazon
Future growth: mobile market, social medias, social gaming
In-house vs outsourced affiliate programs
Affiliate programs are the means through which affiliate marketing works
What should a company do before launching an affiliate program?
• Competitor analysis• Commercials• Creatives• Communication• Campaign analysis
Affiliate programs
In-house
Direct control
Money saved on
commissions
Outsourced
Use of a network
Fast growth
In-houseConnections may be limited and finding new
affiliates might prove to be a challenge
It is risky to hire an unexperienced affiliate manager
This is not a one person job. It requires networking and people skills, technical expertise,
graphic design and newsletter management
Often, program management is a secondary task for in-house managers as other responsibilities
take priority
Many in-house managers have an employee mentality, requiring direction and permission on
even the smallest decisions
Affiliates need to deal with several affiliate managers for several different companies
OutsourcedExperienced managers have already estabilished
an extensive network of affiliates
Experienced managers know what works and what does not
Estabilished managers will have a team of experts to handle all facets of affiliate program
management
The managers focus in on managing an affiliate program with few distractions
Managers are business owners. Their income is based on performance, giving them incentive to
do good work
Often the manager acts as one point of contact for multiple merchants, making it easier for the affiliate to promote several programs at once
Affiliate networks
“Affiliate networks act as an intermediary between affiliates and the merchant’s affiliate program”
Benefits:
• easy and free to join• all tracking and payments are done by one network• easy way to get deals with big companies• wide offer of banners that can be perfectly added to
every website• chance to check every affiliate program’s record
before applying
The main affiliate networks
• Main ones: Tradedoubler, Zanox, Sprintrade, Netaffiliation, AffiliateWindow, Webgains, Buy.
• How they earn their transaction fees
Tradedoubler: 1,900 advertisers and 138,000 publishers. Yearly gross revenue: 73 million €
Zanox: 4,000 merchants; more than 1 million publishers. Yearly gross revenue: 77 million €
Reward plans
• CPM (Cost-per-Mille)• CPC (Cost-per-Click)• CPL (Cost-per-Lead)• CPA (Cost-per-Action)
How can a publisher drive traffic to his website?
• SEM – Search Engine Marketing• DEM – Direct Email Marketing• Social media marketing
Statistics Google Analytics
Case studies
Case study #1Client: HyundaiAffiliate network: TradedoublerReward plan: CPLGoal: generate 1,000 sign-ups for a newsletter with a chance to win a €20 fuel voucherDuration: 5 weeksResults: 1,156 unique visitors, 1,000 sign-ups
Case study #2Client: BimbomarketAffiliate network: ZanoxReward plan: CPSGoal: increase salesDuration: 2009-ongoingResults: sales increased by 25% during the first weeks; new customers all around Europe
Case study #3Publisher: Paolo MoroAffiliate network: TradedoublerDuration: 2002-2008Revenues: €125,369.48
Case study #4Publisher: John ChowAffiliate networks/programs: severalDuration: 1 yearRevenues: more than $500,000! Currently he earns up to $40,000 each month with affiliate marketing.
Alternatives
• Print advertising• Television advertising• Telemarketing
The main problems related to affiliate marketing are:
• Email spam• Virus• Spoofing• Affiliate’s incentives
For further info:
www.affiliatemarketing.nicoladisisto.ws