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Liane Dietrich dá uma aula no 1º Rakuten Marketing Experience sobre a importância estratégica do afiliados no marketing digital.
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A importância estratégica do Afiliados como um canal de vendasLiane Dietrich
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Rakuten Marketing Global Footprint
3
The First Affiliate Network
Leading the Industry For 16+ Years
Recognized as Top Network
4
Rakuten Marketing LinkShare Ranked #1
• Three years in a row! 2012, 2013, and 2014
• 20,000 people surveyed (advertisers, publishers, agencies)
• Thousands of responses analyzed and weighted for enthusiasm, reputation and influence.
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Rakuten Marketing LinkShare Pillars of Success
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Affiliate Marketing: How it Works
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Affiliate Publisher Models
Social Media Publishers•Use the wisdom of crowds to disseminate and trend their product offerings.
Mobile Media Publishers•Are accessible via smartphone or tablet devices.
Coupon Site Publishers•Organize various offers to allow simple searching.
Loyalty Site Publishers•Offer incentives to reward users for returning to the site.
8
Affiliate Publisher Models
Content Publishers/Bloggers•Drive traffic to their sites by finding a niche following.
Virtual Currency Publishers•Offer users credits or rewards based on their user activity.
Search Media Publishers•Engage in a variety of Paid Search bidding techniques
Pay-Per-Call Publishers•Charge based on each lead, or phone call.
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Advertisers & Bloggers
• Influencers (bloggers) have reach
• Consistent brand ambassador
• Rakuten Marketing LinkShare aligns Advertisers with Publishers who reflect brand goals
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Partnership Case Study
RESULTS
The Body Shop’s online sales
increased 373% WoW & 539%
YoY for RetailMeNot Average sales per day also
increased 11x 15% of in store traffic was driven
by this offer
STRATEGY
• Affiliate Channel was
challenged to drive offline
sales
• $10 off $20 coupon given to
RetailMeNot and co-branded
• Consumers could print the
coupon or use their phone
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Mountain Warehouse Case Study
Objectives•New customer acquisition•Existing customer retention•Boost in sales through the affiliate channel
Strategy•Partner with VoucherCodes.co.uk to run an exclusive offer for two weeks•11-24 November 2013 customers offered 20% off all products on the Mountain Warehouse website•Unique discount code used at the checkout
Results•512% increase in sales through the Rakuten Marketing LinkShare network ₤30,000 revenue boost
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Q2
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Affiliate Marketing Ranks as one of the
most effective channels after paid search and
email marketing
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US Online Retail Forecast
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Brazil Online B2C Retail Forecast, 2011 to 2016Double Digit Growth Through 2014
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Brazil – Bullish on International Shopping
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Brazil – Avid Users of Affiliate Marketing
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Make the Most of yourAffiliate Program
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Migration Case Study
RESULTS
Order active publishers grew 46% in six
months Sales grew by 95% within six months A true partnership resulted in new and creative
approaches to drive traffic and convert leads Ability to identify and build strong relationships
with new publishers based on highly targeted
campaigns The assurance of meeting compliance
requirements and knowledge that swift action
is taken to thwart potential fraud
STRATEGY
Proactive account management partnering
closely with pcRUSH to develop fresh and
targeted campaign strategies Stringent adherence to compliance
requirements and immediate action on
potentially nefarious behavior pcRUSH employees were up and running
quickly due to easy to use interface and tools Ability to identify and foster strong
relationships with publishers
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Global Fashion Retailer Uniqlo
• Uniqlo wanted to raise their online profile and extend their customer base
• Offered exclusive commission rates for coverage, invites to in-store events and coupons
• 2010-2013: Over 1 million Euro increase in sales through affiliate
• Affiliate Marketing was a critical channel for finding new customers
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In Depth Reporting with Trends and Visuals
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Publisher
Benchmarking
Rank Top Publishers 1Q2014 Sales % of Sales 1Q2013 Sales % ∆ YoY NTWK
Department
Stores
1 Ebates.com $13,176,616 17% $8,407,016 57% 1 12 RetailMeNot $10,623,295 14% $11,054,341 -4% 1 13 Savings.com $5,652,008 7% $4,558,859 24% -1 -14 Cartera Commerce $3,943,621 5% $3,112,305 27% 1 15 ShopAtHome.com $3,589,611 5% $3,447,532 4% -1 -16 ShopDiscover $3,123,715 4% $1,739,821 80% €1 17 www.coupons.com $2,980,858 4% $0 New €1 18 DefinitiveDeals $2,539,112 3% $1,742,677 46% €1 19 SurfMyAds - PromotionalCodes.com $2,415,727 3% $3,914,018 -38% (€1) -110 Vertive, Inc. - Publisher of Offers.com $2,396,531 3% $232,196 932% €1 -1
Top Publishers 1Q2014
O/C AOV Comm/O ROI
2.95% $107.67 $7.42 $14.523.03% $102.43 $6.54 $15.67
13.53% $118.93 $11.89 $10.0017.00% $103.42 $6.96 $14.86
7.18% $102.21 $5.02 $20.356.83% $102.67 $5.39 $19.05
9.07% $107.14 $7.50 $14.296.13% $148.79 $4.84 $30.74
19.31% $123.22 $7.39 $16.6723.14% $120.96 $9.00 $13.44
2.64% $101.80 $8.06 $12.633.59% $89.97 $4.09 $22.02
Total Program <-- Advertiser<--Department Stores
Top Publisher Benchmark 1Q2014
1 Ebates.com <-- Advertiser<--Department Stores
2 RetailMeNot <-- Advertiser<--Department Stores
3 Savings.com <-- Advertiser<--Department Stores
4 Cartera Commerce <-- Advertiser<--Department Stores
5 ShopAtHome.com <-- Advertiser<--Department Stores
macys.com
US Network
Vertical Benchmark 1Q2014
2.95%3.03%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
Advertiser Department Stores
O/C
$108
$102$102
$103
$104
$105
$106
$107
$108AOV
$7
$7
$6.40
$6.50
$6.60
$6.70
$6.80
$6.90
$7.00
$7.10
$7.20
$7.30
$7.40
$7.50Comm/O
$15
$16
$14.40
$14.60
$14.80
$15.00
$15.20
$15.40
$15.60
$15.80
ROI
23
In Depth Reporting with API capability
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Custom Reporting for Maximum Transparency
•Granular data -- mobile device, browser, how much commission through mobile
•Not limited to standard reports. Create your own!
•Very user friendly & intuitive (or use the Wizard)
•Easy to move columns to organize data as you wish
25
• Reduce channel overlap and improve campaign optimization
• Find and reduce waste (who is overvalued?)
• Find and exploit efficiencies (who is undervalued?)
• Optimize ad spend
Attribution Views
26
Bookmarklet
• Firefox and IE users to can install a plugin that instantly changes site URLs to LinkShare links
#TweetShop
• Search, shortens, and distributes links thru Publishers utilizing Twitter
Wordpress Link Lookup
• Creates links in Wordpress posts without logging into the interface
Mac Dashboard Widgets
• Desktop tools for a Mac that allow users to instantly create LinkShare links.
Joomla Link Look Up
• Generate deep links to advertiser pages directly from the Joomla Editor
Technology: Easy-to-Use Link Distribution Tools
27
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Leading Brands Prefer Rakuten Marketing Affiliate
29
Thank YOU!