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Opportunities for Affiliates on the Mobile Platform - a review of the current state of the mcommerce market, opportunities for affiliate networks and affiliates in iphone and mobile internet. Presentation originally made at the London Affiliate Conference.
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Mobyaffiliates.com
Affiliate Marketing on the Mobile Platform
London Affiliate Conference
Presentation
February 2010
2010 – Mobyaffiliates.com 2
Overview
Affiliate marketing on the mobile platform
The mobile commerce
opportunity
Issues for affiliate
networks on mobile
Issues for affiliates on
mobile
1 2 3
2010 – Mobyaffiliates.com 3
Introduction
• http://mobyaffiliates.com
• B2B
• Directory of mobile affiliate programs
• Make money on mobile community
• http://mjelly.com
• B2C
• Directory of mobile sites and applications
• List your site or app
2010 – Mobyaffiliates.com 4
2009 was “The Year of Mobile”
Handsets
Lower cost data
Hero services
App stores
Mobile Ads
Key drivers
The mobile commerce
opportunity
1
Adoption & Usage
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2010s will be the Decade of Mobile
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So lots of opportunities for affiliate marketing?
= $$$
• Embedded payment channel
• Massive growth in usage
• Un-tapped market
• Big in Japan
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Reality check …
Source: Ipsos
Usage of services
Personalisation Games, apps Music, video Casino Travel Finance Retail
Mobile commerce 2010
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But! … mobile web & advertising a very dynamic market
Mcommerce iphone apps
• $500m in mobile commerce revs
• Already huge sales through mobile internet sites and growing at 100% + p.a.
Emerging technologies
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Affiliate Networks face a number of challenges when moving onto the mobile platform
• Javascript, cookies, IP addresses not reliable on mobileTracking
• New formats required, MMA compliance Creative
• Very fragmented handset base to supportHandsets
• Existing affiliates probably not focused on mobileAffiliate
Recruitment
Issues for affiliate networks
2
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Gaming affiliate networks are leading the way
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Others are following
New affiliate networks specialising in mobile
Online affiliate networks moving onto mobile
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However, still a long way to go …
• Lack of critical mass of merchants and networks
• Affiliate management not focused on mobile (but improving)
• Handset targeting still not well managed
• Need more high value verticals (finance, travel) to enter the market with high CPA offers
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Affiliates on mobile also need to adapt their approach
Issues for affiliates
3
≠• Traffic
• Targeting
• Analytics & Tools
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Organic search - broken on mobile
• Google mobile doesn’t prioritise mobile-focused sites
• Page rank doesn’t work on mobile web/ apps
• Mobile site directories are worth looking at as a source of organic traffic
2010 – Mobyaffiliates.com 15
PPC Search – limited inventory and high cost
• Search volumes limited– no. of searches– ad units– search words
• High cost / CPC
• High click through 5-20%
• Converts very well
• Future growth will unlock the market
2010 – Mobyaffiliates.com 16
Mobile ad networks – which ones to use?
General Premium Specialist Other
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Direct buys – can be hard to find who has a lot of traffic
Operator Portals High traffic mobile sites Metrics coming
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Appstores – not just itunes/ iphone
Device & OS Operators Independents
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Appstore SEO – an emerging area
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Affiliates also need to use different tools and services on mobile Analytics Market Intelligence Site creation
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Conclusions …
• No doubt about it mobile is going to be BIG for affiliate marketing …
• … but might take some time to develop – timing is key
• Mobile needs different approaches – can’t just move easily from web to mobile success as an affiliate or network
2010 – Mobyaffiliates.com 22
Thank you!
mobyaffiliates.com
mjelly.com
twitter.com/mobyaffiliates