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Affiliate Mobile 101: Kick-start your Mobile Success - Michael Long. Hotels.com & Neil Ranatunga. Tradedoubler
1) Mobile marketing is becoming increasingly important, with over 30% of page views and 20% of online sales coming from mobile devices. 2) An effective mobile affiliate program requires getting tracking in place on mobile sites and apps, minimizing points of leakage, building good relationships with the mobile team, and acknowledging differences in mobile user behavior. 3) Context is key in mobile marketing - campaigns should be tailored based on location, weather, and other contextual factors to be most effective.
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Affiliate Mobile 101: Kick-start your Mobile Success - Michael Long. Hotels.com & Neil Ranatunga. Tradedoubler
- 1. How to launchand manage an M- Affiliate Programme Neil Ranatunga Head of Mobile, Tradedoubler Michael Long Senior Partner Marketing Manager, Hotels.com
- 2. The Mobile Opportunity Morethan 30% of all page views are from mobile and tablets 20% of all online sales were driven via mobile Christmas 2012 mobile web is set to overtake desktop internet at some point this year
- 3. Don’t take myword for it… +15 million downloads across seven different Apps 20% of hotels.com bookings made on a mobile device in 2012 70% of reservations made on a smartphone are for the same day
- 4. IMMEDIACY SIMPLICITY CONTEXT 3 tenants ofmobile marketing
- 6. • Purchasing habitsvary significantly by device • Mobile & Tablet purchase usage spikes in the late evening. “Second Screening?”
- 7. Widespread second screeningunderlines the need for a multi-platform marketing strategy use mobiles to find out more information after seeing an ad on TV used mobiles to buy something after seeing an ad on TV 52% 32% second screen using mobiles 48% Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/
- 9. During Christmas 2012,30% of traffic to UK retailers’ websites was through mobile devices 80% of time spent on mobile devices is through apps rather than mobile web MOBILE SITES APPS IN-STORE 90% of retail spend still on high street. 3 points of sale
- 10. the basics ofm-affiliate Get affiliate tracking in place on mobile site • Mobile Web tracking • In App tracking • Potential incentives for downloads • Incentive for App download and CPA for sales made within the App thereafter
- 11. the basics ofm-affiliate Minimise points of leakage - Overlay page promoting the App is key for the mobile team but tracking can be put in place to reward affiliates - Phone numbers are less prominent on the mobile website
- 12. the basics ofm-affiliate Build good relationships with your mobile team - Their support and strategy will be key in expanding mobile activity to the affiliate channel - Learn from their tests & adapt the affiliate programme to the customer journey - Mirror the success the mobile team has experienced
- 13. the basics ofm-affiliate Acknowledge that mobile is different - Mobile is incremental to the desktop affiliate activity and overall programme - Mobile activity is in growth stage and should be rewarded accordingly - Mobile incentives will differ to the standard programme offering
- 14. the basics ofm-affiliate Develop mobile specific tools - Mobile exclusive coupons - Cost per download App incentives - Local deals tonight page - Exclusive mobile landing pages
- 15. Where do advertisersgo from here?
- 16. Your store Potential Customers Competitor 2 minuteradius of your store Utilise geo-targeting
- 17. 71% Look up information Footfalldoesn’t guarantee a sale 58% 60% 71% Mobile use in store disrupts the purchase journey, so defensive and offensive mobile strategies are required. Buy online after researching more Purchase Buy in another store Check for better price 45% How people use their mobile when they are out shopping Look up information Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/ Disrupting the purchase process Retailers are increasingly aggressive when it comes to disrupting the purchasing process and 58% of consumers are abandoning intended purchases through mobile use when out shopping. High-street retailers: • Offline redeemable promotions • In-store voucher codes • Receipt-redeemable cashback Online-only retailers: • “Hijack the high-street” • Geo-targeted mobile campaigns
- 18. 12 4FREQUENCY VALUE €20€36€87 Monthly online purchase behaviour: PC is still the winner, but mobile and tablet are catching up Addressing the significant variance in device spending Consider specific promotions for different devices, for example: • Specific deals through mobile e.g. up to 20% off • Same day deals e.g. for stays that night • Promote deals based on user’s locations Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/
- 19. 8% complete on tablet 35% complete in store 52% complete onPC 25% complete on mobile FROM RESEARCH Fragmentation of platforms • Mobile converts, but store and PC drive more conversions, so merchants need to consider: – What is being researched – Where the research is happening – Nature of the device being used • Advertisers need a seamless approach across all three channels: PC, mobile, tablet • Affiliate programme must reflect the customer’s CONTEXT
- 20. Passbook and DigitalWallets - Stored on phone until deleted - Real time updates - Redeemable in-store or via mobile - Data analytics analysis - Geo-target users - Tailor coupons to individuals
- 21. • Consumers areless likely to spend time shopping online during good weather • Sales for utilities providers increase as the mercury falls Using Context to your Advantage
- 22. • Short termforecasting (up to around 10 days) is fairly accurate • Data from Met Office allows you to plan for and analyse influence of different weather patterns • Product promotions based on good/bad weather. E.g. far flung sun when rainy weekends planned or trips to the coast when the sun is out How Tradedoubler is using Context
- 23. Expand affiliate programmeto your app - Drive downloads of apps (with a small CPD & CPA for sales thereafter) - Generate sales and registrations within app (via CPA) - Maximise ROI by only paying once customer has downloaded or purchased via affiliate channel rather than CPM or CPC
- 24. Use affiliates to continuallyengage app customers - 55% of consumers delete travel apps within 90 days of downloading - Use affiliate channel to drive customers directly to app to encourage engagement and drive sales within the app - Incentivise affiliates to do this
- 25. Affiliate programme developedby: - Availability of strong seasonal sales - Flash sales - Strategic use of vouchers - Planning within the cashback space - Co-branded pages - Competitions and incentives - Mobile specific activity Building an award-winning affiliate programme
- 26. How? companies that committed earlyand emphatically to digital technologies outperform their peers by 26% in profitability MIT Center for Digital Business
Editor's Notes
- #3 Neil
- #4 Michael
- #5 Neil
- #6 Neil
- #7 Neil
- #8 Neil
- #9 Neil
- #10 Neil
- #11 Mobile Web trackingIn App trackingPotential incentives for downloadsIncentive for App download and CPA for sales made within the App thereafter
- #12 - Overlay page promoting the App is key for the mobile team but tracking can be put in place to reward affiliates - Phone numbers are less prominent on the mobile website
- #13 - Their support and strategy will be key in expanding mobile activity to the affiliate channel - Learn from their tests & adapt the affiliate programme to the customer journey - Mirror the success the mobile team has experienced
- #14 - Mobile is incremental to the desktop affiliate activity and overall programme - Mobile activity is in growth stage and should be rewarded accordingly - Mobile incentives will differ to the standard programme offering
- #15 - Mobile exclusive coupons - Cost per download App incentives - Local deals tonight page - Exclusive mobile landing pages
- #17 ?
- #18 ?
- #19 ?
- #20 ?
- #21 Neil
- #22 Michael
- #23 Neil
- #24 Michael
- #25 Michael
- #26 ?
- #27 Neil