Securing the future of affiliate marketing
- 1. SECURING THE FUTURE OF AFFILIATE MARKETING HELEN SOUTHGATE UK MD AFFILINET
- 2. LET’S TALK ABOUT… • The state of the market today • Publishers Ssh don’t tell anyone but it’s not just cashback and vouchercodes • My three most hated words Omni, Incremental and the “A” word • What does the future hold…
- 4. THE STATE OF THE UK AFFILIATE MARKET JUST 12,000 ACTIVE PUBLISHERS
- 5. THE STATE OF THE UK AFFILIATE MARKET 51% 12% 29%
- 6. PUBLISHERS WANT TO JOIN A NETWORK 36,000 ON AVERAGE PUBLISHER APPLICATIONS TO AFFILINET EACH YEAR 2009 2010 2011 2012 2013
- 7. APPLICATIONS FROM CONTENT SITES DOUBLED APPLICATIONS FROM CONTENT SITES DOUBLED
- 9. 18% 150 RESPONDENTS BLOGS & SOCIAL SITES CONTENT SITES 15% PRICE COMPARISON SITES 34%
- 10. 40%£6,000 A YEAR EARN LESS THAN 44%MORE THAN FIVE YEARS 20%ONE YEAR ALMOST LESS THAN
- 11. THE UNLOVED…
- 12. WAS THERE A GOLDEN AGE OF AFFILIATE MARKETING? 29%EARNING MORE AFFILIATES ARE 15%EARNING THE SAME 37%LESS EARNING
- 13. WHAT AFFILIATES THINK A BATTLEFIELD OF “THEM” VS. “US” 92% OF TRANSACTIONS THAT WE WERE INVOLVED IN WENT TO ANOTHER CHANNEL MUCH MORE COMPETITION FROM VOUCHER CODE AND CASH BACK SITES I THINK CASHBACK AND VOUCHER SITES HAVE TAKEN THE LAST CLICK AFFILIATE MARKETING HAS STILL NOT GRASPED ITS POTENTIAL, SOON YOU WILL SEE IT GROW MORE QUITTING EMPLOYMENT TO PURSUE AFFILIATE MARKETING
- 14. TWO KEY AREAS TO ADDRESS LAST CLICK DEBATE SUPPORTING MID- LONGTAIL
- 16. WHAT WOULD HELP AFFILIATES?
- 18. SO, WHAT’S REALLY HAPPENING? SO WE ARE LOOKING AT 21% OF ALL ORDERS THAT INVOLVE MORE THAN ONE AFFILIATE IN 42% OF CASES WHERE SALES ARE ‘STOLEN’ FROM ANOTHER AFFILIATE CHANNEL, IT IS WITHIN THE SAME AFFILIATE CATEGORY THAT LEAVES 11% OF TOTAL ORDERS WHERE ONE AFFILIATE CATEGORY IS OVERWRITING ANOTHER 79% OF ALL ORDERS ‘WON’ INVOLVED JUST ONE AFFILIATE
- 19. WINNERS AND LOSERS PRICE COMPARISON -14% CASHBACK +10% VOUCHER -4% CONTENT -3%
- 20. THERE IS MORE TO KEEP US AWAKE AT NIGHT
- 21. OUTSIDE OF OUR KNOWLEDGE & CONTROL RETARGETING BRAND PAID SEARCH & SEO
- 22. THE WORD BEGINNING WITH ‘A’ IS NOT THE ANSWER
- 23. IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER... EFFORT VS REWARD
- 24. IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER... CASHBACK & LOYALTY?
- 25. IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER... MULTI-OMNI-WHATEVER-CHANNEL
- 26. HOW DO YOU FAIRLY ATTRIBUTE VALUE?
- 27. SO WHAT’S THE ANSWER? £EXPLORE OTHER PAYMENT MODELS
- 28. SO WHAT’S THE ANSWER? ANALYSE THE DATA
- 29. SO WHAT’S THE ANSWER? UNDERSTAND BETTER WHAT IS INCREMENTAL
- 30. SUPPORTING THE MID AND LONGTAIL
- 31. 59% OF RESPONDENTS PREFER TO WORK WITH A NETWORK SAFETY DIRECT WITH LEVERAGE ADVERTISERS PAYMENTS & INVOICING LACK OF TRUST HIGHER EARNINGS EFFICIENCY CONFLICT OF INTEREST GOOD / BAD ACCOUNT TRACKING MANAGERS IGNORED
- 32. WHAT DO WE NEED TO DO TO BETTER TO SUPPORT AFFILIATES? MAKE IT EASIER BETTER TOOLS TO WORK WITH US AND INNOVATION BETTER COMMUNICATIONS AND MARKETING AUTOMATION OF ONE TO MANY
- 33. CUSTOMER CENTRIC DATA-LED TARGETING THROUGH THE AFFILIATE CHANNEL
- 34. CUSTOMER CENTRIC DATA-LED TARGETING THROUGH THE AFFILIATE CHANNEL
- 35. WHAT DO WE NEED TO DO TO BETTER TO SUPPORT AFFILIATES? MAKE IT EASIER BETTER TOOLS TO WORK WITH US AND INNOVATION BETTER COMMUNICATIONS AND MARKETING AUTOMATION OF ONE TO MANY
- 36. PUBLISHER SIGN-UP PROCESS IMPROVEMENTS 0.4 DAYS AVERAGE APPLICATION APPROVAL 2.5 DAYS AVERAGE APPLICATION APPROVAL PRE-OCTOBER OCT- FORECAST
- 37. WHAT DO WE NEED TO DO TO BETTER TO SUPPORT AFFILIATES? MAKE IT EASIER BETTER TOOLS TO WORK WITH US AND INNOVATION BETTER COMMUNICATIONS AND MARKETING AUTOMATION OF ONE TO MANY
- 38. THE IAB AFFILIATE MARKETING COUNCIL 33% NEVER HEARD OF IT 29% I THINK IT HAS DONE EXCELLENT WORK AND IT SUPPORTS ME AS A PUBLISHER IT HAS DONE LOTS OF GOOD WORK BUT IT COULD SUPPORT ME MORE AS A PUBLISHER I KNOW OF IT BUT IT’S ABOUT AS USEFUL AS A CHOCOLATE TEAPOT 33% 5%
- 39. ARE YOU ATTENDING PMI? 49% NOT SURE 3% YES 48% NO
- 40. ARE YOU ATTENDING PMI? 60% IT’S TOO EXPENSIVE LONDON/ TRAVEL TOO CORPORATE HOPING TO WIN A TICKET! NOT RELEVANT TO SMALL PUBLISHERS “IT'S A POINTLESS UNINTERESTING BACK SLAPPING FEST THAT WON'T HELP A SINGLE SME PUBLISHER”
- 41. PUBLISHERS WANT A VOICE
- 42. WHAT DOES THE FUTURE HOLD..?
- 43. 2015. THE AFFILIATE MARKETING AWAKENING AUTOMATE ONE TO MANY PUBLISHER TOOLS AND INNOVATION TARGETING AND PERSONALISATION DATA AND ANALYTICS CONTENT/ NATIVE DEVELOPMENT MARGINAL GAINS
- 44. THE UNLOVED…
- 45. THE END.
Editor's Notes
- #21: https://www.youtube.com/watch?v=5Uh3aXkLGZs