Affiliate Mobile 101: Kick-start your Mobile Success - Michael Long. Hotels.com & Neil Ranatunga. Tradedoubler

How to launch and manage an

M-Affiliate Programme

Neil RanatungaHead of Mobile, Tradedoubler

Michael LongSenior Partner Marketing Manager, Hotels.com

The Mobile Opportunity

More than 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

Don’t take my word 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

IMMEDIACY

SIMPLICITYCONTEXT

3 tenants of mobile marketing

• Purchasing habits vary significantly by device

• Mobile & Tablet purchase usage spikes in the late evening. “Second Screening?”

Widespread second screening underlines 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/

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

the basics of m-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


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


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


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


Develop mobile specific tools

- Mobile exclusive coupons

- Cost per download App incentives

- Local deals tonight page

- Exclusive mobile landing pages

Where do advertisers go from here?

Your store

Potential Customers

Competitor

2 minute radius of your store

Utilise geo-targeting

71%

Look up information

Footfall doesn’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


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

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


8% complete on tablet

35% complete in store

52% complete on PC

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

Passbook and Digital Wallets

- Stored on phone until deleted

- Real time updates

- Redeemable in-store or via mobile

- Data analytics analysis

- Geo-target users

- Tailor coupons to individuals

• Consumers are less likely to spend time shopping online during good weather

• Sales for utilities providers increase as the mercury falls

Using Context to your Advantage

• Short term forecasting (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

Expand affiliate programme to

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

Use affiliates to

continually engage 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

Affiliate programme developed by:

- 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

How?

companies that committed early and emphatically to digital technologies outperform their peers by 26% in profitability

MIT Center for Digital Business