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Where is Affiliate Marketing Heading?Nick Caulfield, Client Services DirectorEdwyn McFarlane, Business Innovation Director
We have all tried really hard to grow the industry and show why it is so great by focusing on ROI and CPA. But this has
meant innovation has waned, and there aren’t enough new publishers entering the
industryJames Little, Topcashback
Cause Effect
Google Legislation Industry
Economy Technology Consumerism Problem
AdWords Launch
AdWords TM
Site Links (2009)
(2008)
(2006)
Panda (2011)
Google Shopping (2012)
Penguin (2012)
(2015)Mobilegeddon
Voucher Code of Conduct
Software Code of Conduct
EU Cookie Directive (2011)
(2010)
(2009)
Publisher Charter (2013)
EU GDPR (2018)
Amazon Associates
100% Cashback
Econversions & VCUK (2008)
(2005)
(1996)
1st Awin De-Duplication (2008)
1st Awin Attribution Model (2010)
Financial Crisis (2008)
Comet (2012)
Phones4U (2014)
BHS (2016)
EU Referendum (2016)
Napster (1999)
iPod (2001)
Online Gaming Consoles (2006)
iPhone (2007)
iPad (2010)
Smart TV (2010)
Adblocking (2012)
1-Click (1997)
PayPal IPO (2002)
3G Bandwidth (2007)
App Store (2008)
Facebook Platform (2010)
Mobile overtakes Desktop (2013)
£1bn Spend on Black Friday (2015)
12,500
Change in
publisher type over time
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Cashback & Loyalty Comparison Engine Discount Code PPC Content Other
17.1%
69.5%
13.4%
Retail & Shopping
Content Incentive Other
Outcome
INFLUENCE PURCHASE
Research
Recommend
Influence
Reviews
commission
structure
DiscountContent
Validation
Discovery Decision
Interest
Communities
The Little Plum
PAST 2017 FUTURE
PAST 2017 FUTURE
2017
AdvertisersContent
sitesIncentive
sites
Catering for all
partners
17.1%28.9%
61.1%
32.7%
69.5%59.1%
28.7%
52.1%
13.4% 12.0% 10.2% 15.2%
0%
20%
40%
60%
80%
100%
Retail & Shopping Travel Telco's & Services Finance & Insurance
Content Incentive Other
Programme
makeup
PAST 2017 FUTURE
2017
2017
2017
Longtail Engagement &
Activation Projects
Joined
Click Active
SalesActive
17.2%
69.5%
13.3%
AFTER
Content Incentive Other
17.1%
69.5%
13.4%
BEFORE
Content Incentive Other
1/3rd
OF OUR SALES INVOLVE MULTIPLE PARTIES. OUR BIGGEST ISSUE IS
WITH CUSTOMERS WHO USE OUR SITE TO COMPARE THE BEST DEALS
AND THEN REDEEM ELSEWHERE.
Soft Click for Code Sites
17.8%
68.8%
13.4%
AFTER
Content Incentive Other
17.1%
69.5%
13.4%
BEFORE
Content Incentive Other
WE DO A LOT OF BRANDING CAMPAIGNS
AND THAT REPRESENTS AROUND 25% OF OUR
BUSINESS.
Influence Payments for Content
19.8%
67.1%
13.1%
AFTER
Content Incentive Other
17.8%
68.8%
13.4%
BEFORE
Content Incentive Other
YOU DON’T GET TO ASK FOR MONEY BACK FROM GOOGLE WHEN ORDERS
ARE RETURNED, SHOULD AFFILIATES REALLY BE
ANY DIFFERENT?
No Returns for Content Publishers
22.3%
65.0%
12.7%
AFTER
Content Incentive Other
19.8%
67.1%
13.1%
BEFORE
Content Incentive Other
WE DON’T JUST WORK ON A CPA. ALL PUBLISHERS
INFLUENCE ALL CHANNELS. WE DRIVE
BRAND AWARENESS AS WELL AS A FINAL SALE
48hr Post View for Content
23.8%
63.8%
12.4%
AFTER
Content Incentive Other
22.3%
65.0%
12.7%
BEFORE
Content Incentive Other
IT’S SO FRUSTRATING TO SEE DECLINED
TRANSACTIONS FOR CODES WE’RE NOT EVEN
PROMOTING.
Universal Code Control
26.2%
61.8%
12.0%
AFTER
Content Incentive Other
23.8%
63.8%
12.4%
BEFORE
Content Incentive Other
IT’S EXHAUSTING TO SEE DECLINES FOR MY OWN SHOPPING PURCHASES! COMMISSION RATES ARE DROPPING AND DECLINES
ARE INCREASING.
Different Dedupe Rules for Content
34.6%
54.6%
10.8%
AFTER
Content Incentive Other
26.2%
61.8%
12.0%
BEFORE
Content Incentive Other
PAST 2017 FUTURE
2017
Post view
Change dedupe rules
Pay for influence
Universal code control
Pay for returns
Soft Click voucher sites
17.1%
17.8%
19.8%
22.4%
23.7%
26.2%
34.7%
34.8%
69.5%
68.8%
67.1%
65.0%
63.8%
61.8%
54.6%
54.5%
13.4%
13.4%
13.1%
12.7%
12.4%
12.0%
10.6%
10.7%
Content Incentive Other
The impact of
our alternate reality
Cross Device Contribution:
Starting Point:
Soft Click for Code Sites:
Influence Payments for Content:
No Returns for Content:
48hr Post View for Content:
Universal Code Control:
Different Dedupe Rules for Content:
Step taken: Spend
Soft Click for Code Sites: 0%
Influence Payments for Content: 2.5%
No Returns for Content: 3.4%
48hr Post View for Content: 2.0%
Universal Code Control: 0%
Different Dedupe Rules for Content: 14.6%
Cross Device Contribution: 2.6%
THANKYOU