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AFFILIATE MARKETING• Uniquely paid on conversion• Other marketing channels have
upfront costs• Brand messages can be
reinforced through Affiliate relationships
Digital Native
1. An individual who was born after the widespread adoption of digital technology
2. Consumers between 16 and 35 years old
na·tiveˈnādiv/
dig·it·al /ˈdijidladjectivenoun
74%DON’T want brands
targeting them in Facebook feeds and
other social networks
65%TRUST online communities
including blogs
Sources: InternetRetailer.com | Harris Poll Study | NewsCred
FIRST CLICK ATTRIBUTION
• Encouraged spam & cookie stuffing
• No real incentive to close sale• Industry moved away from this
model 100% 0% 0% 0%
LAST CLICK ATTRIBUTION
• Became industry standard• Affiliate last in the funnel WINS!• Does not account for mid-funnel
influencers
100%0% 0%0%
HOW DID WE GET HERE?
9%
16%31%
Purchase Desire
1 Hour1 Day3 Days
Source: Content Creators are Underpaid, Representing Tremendous Opportunity for Advertisers
HOW DID WE GET HERE?
94%
Source: Content Creators are Underpaid, Representing Tremendous Opportunity for Advertisers
ATTRIBUTION• Gives Merchant ability to award
flexibly for valuable contributors• Grew out of a desire to recognize
and reward all who influence a sale
If you’re horrible to me, I’m going to write a song about it, and you won’t
like it. That’s how I operate.
TAYLOR SWIFTSINGER/SONGWRITER
REWARD
Changes are made to not reward Affiliates, but the relationship remains in tact.
1You might be a bully if...
REWARD
Continuing to partner with Affiliates that you will reward. For any others, decline.
1Combat being an attribution bully by...
In action example…
REWARD1
Coupon Tags = 0%
Coupon AffiliatesApproved
Affiliate Sees Partnership
Affiliate Sends Sales
RALLY THE TROOPS
The Affiliates are not valued as highly as other marketing channels.
2You might be a bully if...
Involving all parties to come to an agreed upon common goal.
Combat being an attribution bully by...
Marketing
Tech / DevExecutives
RALLY THE TROOPS2
KNOW YOUR DATA
You ignore internal data that helps show you where the customer comes from.
3You might be a bully if...
KNOW YOUR DATA
Use data to give a full picture of how your customers find you and reward accordingly.
3Combat being an attribution bully by...
EXPLORE OPTIONS
A strategy is implemented because it's what everyone else is doing.
4You might be a bully if...
EXPLORE OPTIONS
Asking questions, education yourself on what’s available, & implement the best fit for your program.
4Combat being an attribution bully by...
SIMPLIFY
You create an attribution solution that is difficult to achieve and works against the Affiliate.
5You might be a bully if...
7 Day Cookie$25 Services
$12.50 Products
1 Day Cookie30% Services10% Products
New Customers Returning
SIMPLIFY530 Day Cookie | 30% Services | 10% Products
SIMPLIFY52 MINUTES1
2 MINUTES
30 DAYS22 MINUTES
2 MINUTES310%
10%
50% Split
BLOGGERS
ALL AFFILIATES
COUPON
2 Minutes
50% Split
ALL AFFILIATES
10%
ALL
PLAY FAIR
You're squeezing out credit and still expect Affiliates to be motivated.
6You might be a bully if...
CHIT CHAT
Communication with Affiliates is unclear and / or non-existent.
7You might be a bully if...
CHIT CHAT
Helping Affiliates understand your strategy and clearly communicate potential hindrances.
7Combat being an attribution bully by...
Predicted Affiliate Marketing Spend In 2016
$4.5 BILLION
E-commerce purchases affected by Affiliate Marketing in 2016
Merchants running an Affiliate Program
14%
80%Sources: Forrester & Custora