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Mobile trends including traffic from individual devices – including tablets, conversion rates, challenges, how incentivization is shaping the channel, how mobile isn’t one channel – it’s multi-channel. Experience level: Intermediate Target audience: Merchant/Advertiser Niche/vertical: Local Kevin Edwards, Strategy Director, Affiliate Window (Twitter @AWin_Strategy)
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M-Commerce in Affiliate Marketing: The Complete Picture
M-Commerce in Affiliate Marketing: The Complete Picture
Kevin Edwards, Affiliate Window kevin.edwards@affiliatewindow.com strategy@affiliatewindow.com
Kevin Edwards, Affiliate Window kevin.edwards@affiliatewindow.com strategy@affiliatewindow.com
@Awin_Strategy @Awin_Strategy
GLOBAL PERFORMANCEMARKETING EXPERTS
PART OF LARGEST GLOBAL PERFORMANCE
NETWORK
ESTABLISHED IN
2000
BESPOKEPORTFOLIO SERVICES
2
TIMES WINNER OFPUBLISHERS’ CHOICEOF NETWORK
TIMES WINNER OFAFFILIATE NETWORKINNOVATION
$2.5bn
1,700MERCHANT
S
The Affiliate Landsca
pe
The Mobile
Landscape
...Phenomenal adoption: can we keep up...?
*Ofcom, Communications Market Report, August 2011
58% of US teenagers have smartphones; faster adoption than any other age group
58% of US teenagers have smartphones; faster adoption than any other age group
55% of US & 62% of UK adults have smartphones, double digit YoY growth
55% of US & 62% of UK adults have smartphones, double digit YoY growth
Different demographics and ages choosing different handsets; marketing impact
Different demographics and ages choosing different handsets; marketing impact
Android is king of the handsets: but who is winning the m- Commerce war?
Android is king of the handsets: but who is winning the m- Commerce war?
The iPhone is aspirational and enjoys high ABC1 concentration
The iPhone is aspirational and enjoys high ABC1 concentration
16-24 prefer Blackberrys (37%) to iPhones (25%) 16-24 prefer Blackberrys (37%) to iPhones (25%)
Our data references over 1.5 clicks...Our data references over 1.5 clicks...
...and nearly 45m sales from 1,400 retailers
...and nearly 45m sales from 1,400 retailers
‘MOBILE’ DEVICES: TABLET AND HANDSET
7
TabletTablet HandsetHandset
Current
c.60/40
sale
split
Current
c.60/40
sale
split
MOBILE TRAFFIC (TABLET AND HANDSET): JAN 2011 – DEC 2012
8
From 2% to 19% in 24
months
From 2% to 19% in 24
months
9
From 2% to 14% in 24
months
From 2% to 14% in 24
months
MOBILE SALES (TABLET AND HANDSET): JAN 2011 – DEC 2012
10
From 1.8% to 11% in 24
months
From 1.8% to 11% in 24
months
MOBILE HANDSET TRAFFIC: JAN 2011 – DEC 2012
11
From 1.5% to 6% in 24
monthsFrom 1.5% to 6% in 24
months
MOBILE HANDSET SALES: JAN 2011 – DEC 2012
THE MOBILE/SALES DICHOTOMY
12
x6x6
x10x10 x7x7
x4x4
All mobile traffic/salesAll mobile
traffic/salesAll handset traffic/salesAll handset traffic/sales
Tablet traffic has
grown exceptionally
strongly and converts
higher than desktop
traffic
Tablet traffic has
grown exceptionally
strongly and converts
higher than desktop
traffic
Handset traffic has
grown strongly but
isn’t converting well:
nearly half the rate of
traffic growth
Handset traffic has
grown strongly but
isn’t converting well:
nearly half the rate of
traffic growth
DEVICE SPLIT BY SALES: 2012
13
iPad overtook iPhone in Aug 2011 and now dominates
iPad overtook iPhone in Aug 2011 and now dominates
iPhone was double Android sale total despite handset lead
iPhone was double Android sale total despite handset lead
Android closing the gap: 70% of iPhone sale total - Dec ‘12
Android closing the gap: 70% of iPhone sale total - Dec ‘12
DAILY SALES SPLIT: MOBILE VS. DESKTOP
TAKEOUT
TAKEOUT
SIMS
SIMS
ENTERTAINMENT
ENTERTAINMENT
GROUP BUYINGGROUP BUYING
80-90% OF SALES COMING
THROUGH INCENTIVIZED
TRAFFIC
80-90% OF SALES COMING
THROUGH INCENTIVIZED
TRAFFIC
THE MOBILE BASKET DISSECTED
MOBILE: GROUP BUYING SECTOR
MOBILE: TELECOMS SECTOR
MOBILE: CLOTHING SECTOR
TREATING EVERY AFFILIATE DIFFERENTLY
19
THE TRACKING THREAT
£132£132kk
£132£132kk
£2m£2m£2m£2m
£27£27mm
£27£27mm
In lost commissions in May 2012
Revenue unattributed to affiliate marketing
Commissions lost in 2012 (allowing for growth)
We have an
action plan in
place… do
you?
We have an
action plan in
place… do
you?
THE TRACKING THREAT
DevMobile
DevMobile
“Probably…
My other app based on Dutch retailer bol.com, saw conversion increase from 8 to 12%:
a 50% increase in sales.”
MISSED OPPORTUNITIES?
THE CASHBACK DILEMMA
Hugely successful affiliates Burgeoning multi-billion dollar sector Often deliver great quality customers Creating powerful retail brands Offer range of promotional opportunities Focused on demonstrating incremental
sales Multi-channel: apps & mobile sites
launched
THE CASHBACK DILEMMA
THE AFFILIATE COUPON LANDSCAPE
QR CODES QR CODES
SMSSMS
GEO LOCATION
GEO LOCATION
APPLICATIONSAPPLICATIONS
M-COMMERCEM-COMMERCE 99%> SALES99%> SALES
CHALLENGESCHALLENGES
IN STORE
TRAINING
IN STORE
TRAINING
SETTING COMMERCI
ALS
SETTING COMMERCI
ALS
OFFLINE OR ONLINE
SALE?
OFFLINE OR ONLINE
SALE?
JOINED UP TRACKING & REPORTING
JOINED UP TRACKING & REPORTING
LOCAL BUSINESS
OPPORTUNITIES
LOCAL BUSINESS
OPPORTUNITIES
• High traffic, fewer sales• Female, high earners• iPhone/Android neck and neck• Increase footfall & AOV • Connection speed issues• What impact will NFC have?• Strong offer: wider geo reach
AFFILIATE COUPON INSIGHTS
CASE STUDY: JOINING ONLINE AND OFFLINE
• Exclusive 10% off via affiliate coupon app• Redeemed at point of sale in store• Tracked to Debenhams’ database• Attributed to affiliate channel• Affiliates credited with commission
27
WINNER OF
INNOVATION IN AFFILIATE MARKETING
UTILISINGGEO-BASED
VOUCHER CODES
DRIVING MOBILE
TO IN-STORE
CASE STUDY - DEBENHAMS
28
MULTI/OMNI CHANNEL AFFILIATES
DESKTOP
DESKTOPAPPAPP
EMAILEMAIL ONLINE TO OFFLINE
ONLINE TO OFFLINE
MOBILE SITE
MOBILE SITE TENANCYTENANCYSMSSMS
ALIGNING BUSINESS GOALS HAS NEVER BEEN MORE IMPORTANTALIGNING BUSINESS GOALS HAS NEVER BEEN MORE IMPORTANT
REPORTING REQUIREMENTS HEIGHTENED
Know what you’re measuring
Know what you’re measuring
Challenge your networkChallenge your network
Who is doing well for you?Who is doing well for you?
Time for a separate mobile approach?
Time for a separate mobile approach?
• Affiliates are becoming multi-channel:– Understand the range of activity
• Incremental sales or minimising lost traffic?
• Reporting requirements heightened• Tracking is a serious threat!• Prioritise, test and optimise• Separate out your mobile affiliate traffic• Who knows how big mobile could be…?
THE NEW DAWN OF MOBILE
M-Commerce in Affiliate Marketing: The Complete Picture
M-Commerce in Affiliate Marketing: The Complete Picture
Kevin Edwards, Affiliate Window kevin.edwards@affiliatewindow.com strategy@affiliatewindow.com
Kevin Edwards, Affiliate Window kevin.edwards@affiliatewindow.com strategy@affiliatewindow.com
@Awin_Strategy @Awin_Strategy
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