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The customer journey is the path followed by the user or future buyer through various points of contact to the online purchase transaction. Examining the entire customer journey (also known as click stream analysis) is essential in order to allocate marketing budgets more efficiently. Modelling the buying process and recording contact with various advertising media (banner, affiliate, text advertisements...) helps you and us to optimize the management of online marketing measures.
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Affiliate
Marketing Turkey
Istanbul, 26th of February 2011
Agenda
2
ABOUT US
MARKET OVERVIEW (TURKEY, GERMANY, EUROPE & US)
CUSTOMER JOURNEY & WHAT AFFILIATES CAN EXPECT FROM IT
About us
3
OfficesAugsburg, Hamburg
Employees93/123
Customers122
Find us on twitter@explido
Find us on facebookfacebook.com/explido
explido WebMarketing … your agency for international performance marketing
Find me on twitter Find me on facebook@dominik_johnson facebook.com/dominik.johnson
Services
4
SEA
SEO
Affiliate Marketing
Display Advertising
Social Media Marketing
Product & Price comparison sites
Conversion Optimierung
Customer
Journey
Web Analyse
Web-controlling
References
5
Market Overview
Turkey, Germany,
Europe & US
Communications Waves
7
1994 - 2008
Information
WaveDistribution- &
Communication Wave
Networking
Wave
Community &
Mobile Wave
Source: Google
Change of consuming technologies
8
1910 - 2010
Radio needed 37 years to reach 50 million users
Television needed 15 years to reach 50 million users
Cable needed 6 years to reach 50 million users
Internet 3 years to reach 50 million users
Turkey
9
2005 - 2010
Search Query Growth2005 - 2010
Rising CategoriesJan 2009 vs. Jul 2010*
Aggregated Google Search queries
%
100
2005 Jun 2010
1900 %
Source: Google
Category Growth
Beauty & personal care 159 %
Travel 94 %
Online communities 89 %
Real estate 53 %
Telecommunications 27 %
*Search query growth per category
Source: Google
Turkey
10
2008 - 2012
Germany
11
2008 - 2013
Internet access from online users in Germany
Internet access fixed line network [%] Internet access mobile [%]
Source: Google
Affilinet Publisher & Advertiser Survey 2010 (Germany)
12
2011
Affiliate Marketing within Social Media (Micro-Affiliates)
¾ of Publisher mentioned next potentials are „Mobile Devices“ and „Social Media“
Top 3 branches:
Online Shops (72%)
Telecommunications (53%)
Travel (45%)
creatives, fast order proof and cancelation quota are key indicators for successful partner
management
43 % of Publishers wish a Customer Journey
93 % of Advertisers will spend the same amount of budget or increase it in 2011
37 % of Advertisers see an “Every Cookie Wins” model as a possible solution
Online Media Spendings & Media Spending Split
13
2009 - 2010
Online Wins Media Split
CUSTOMER JOURNEY
Questions
Start
Necessary for Affiliates?
Last Cookie Wins vs. Every Cookie Wins
15
Customer Journey
Questions
Which cookie wins?
Is last cookie still state-of-the-art?
How does the journey look like?
Do I (Affiliate) win or or do I lose?
16
Customer Journey
Start
17
Customer Journey
and search
18
Customer Journey
and publisher
19
Customer Journey
and many other sites
20
Customer Journey
Lead
Sale
21
Customer Journey
Necessary for Affiliates?
SM
M
?
Awareness
? ?
?
?
?
?
?
?
?
?
?
Relevant Set
Favourability Consideration Intent to Purchase Conversion
Branding
Information / Remarketing
Sales
Conta
ct
Inte
nsity
SEA
SEA
SEASM
M
SM
M
SM
M
SEADisplay
Display
SEOSEO
PPP
PPP
22
Customer Journey
Timestemps
Awareness
Relevant Set
Favourability Consideration Intent to Purchase Conversion
Sales
SEA-Brand
Display 10 Motiv a
Display- generisch
SEA-generisch
Brandpage
facebook Kamp.
Billiger.de
SEA-Brand
SEA-BrandSEA-Produkt
SEA-generisch SEA-Brand
Affiliate
AffiliateAffiliate
1d
1h2h2d
4d
2h
2h
Billiger.de
21,2%
11,6%
5,2%
2,7%
1,6%
0,8%
0,7%
24.123
12.242
5.242
23
Customer Journey
Channel tracking
Thank you!
Regel: Last-Cookie-Wins
View-Cookie
Click-Cookie
Click-Cookie
etc. etc. etc.
24
Customer Journey
Last Cookie WinsTouchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100 %
0 % 100 %
0 % 0 % 100 %
0 % 0 % 0 % 100 %
29,90%
18,77%
0,90%
42,78%
0,08%
7,57%
SEM_non brand
Affiliate
Affiliate_PV
Display Click
Display_view
SEM_brand
25
Customer Journey
Every Cookie WinsTouchpoint_1 Touchpoint_2 Touchpoint_3 Touchpoint_4
100 %
50 % 50 %
40 % 20 % 40 %
35 % 15 % 15 % 35 %
28,45%
17,29%
0,62%
34,60%
10,45%
8,60%
SEM_non brand
Affiliate
Affiliate_PV
Display Click
Display_view
SEM_brand
+ 13,47 %
+ 12.577,00 %
-19,69 %
-38,22 %
-7,82 %
-4,32 %
or ?
Thank you!
Q & A
Your contact person:
Dominik JohnsonExecutive Manager (GPA)
explido WebMarketing GmbH & Co. KGPhone: +49 821 / 21 77 95 - 631
E-Mail: [email protected]
twitter.com/dominik_johnson
facebook.com/dominik.johnson
de.linkedin.com/in/dominikjohnson
xing.com/profile/Dominik_Johnson
