HELEN SOUTHGATE

UK MD AFFILINET

SECURING THE FUTURE OF AFFILIATE MARKETING

LET’S TALK ABOUT…

• The state of the market today

• Publishers Ssh don’t tell anyone but it’s not just cashback and vouchercodes

• My three most hated words Omni, Incremental and the “A” word

• What does the future hold…

#challengethechannel

@HelenMarie21

@affilinetuk

THE STATE OF THE UKAFFILIATE MARKET

JUST

12,000 ACTIVE

PUBLISHERS

THE STATE OF THE UKAFFILIATE MARKET

51%

29%

12%

PUBLISHERS WANT TO JOIN A NETWORK

2009 2010 2011 2012 2013

ON AVERAGEPUBLISHER APPLICATIONS TO AFFILINET EACH YEAR

36,000

APPLICATIONS FROM

CONTENT SITES

DOUBLEDAPPLICATIONS FROM

CONTENT SITES

DOUBLED

PUBLISHER SURVEY

18%

BLOGS & SOCIAL SITES

CONTENT SITES

PRICE COMPARISON SITES

15%

34%

150 RESPONDENTS

EARN LESS THAN£6,000 A YEAR40%MORE THAN FIVE YEARS44%LESS THAN ONE YEAR20%

ALMOST

THE UNLOVED…

WAS THERE A GOLDEN AGE OF AFFILIATE MARKETING?

AFFILIATES AREEARNING MORE29%EARNING THE SAME15%EARNING LESS37%

WHAT AFFILIATES THINK A BATTLEFIELD

OF “THEM” VS. “US”

92% OF TRANSACTIONS THAT WE WERE INVOLVED IN WENT TO ANOTHER CHANNEL

MUCH MORE COMPETITION FROM VOUCHER CODE AND CASH BACK SITES

I THINK CASHBACK AND VOUCHER SITES HAVE TAKEN THE LAST CLICK

AFFILIATE MARKETING HAS STILL NOT GRASPED ITS POTENTIAL, SOON YOU WILL SEE IT GROW MORE

QUITTING EMPLOYMENT TO PURSUE AFFILIATE MARKETING

TWO KEY AREAS TO ADDRESS

LAST CLICK DEBATE

SUPPORTING MID- LONGTAIL

LAST CLICK DEBATE

WHAT WOULD HELP AFFILIATES?

SO, WHAT’S REALLY HAPPENING?

SO WE ARE LOOKING AT

21% OF ALL ORDERS THAT INVOLVE

MORE THAN ONE AFFILIATE

IN 42% OF

CASES WHERE SALES ARE ‘STOLEN’

FROM ANOTHER AFFILIATE

CHANNEL, IT IS WITHIN THE SAME

AFFILIATE CATEGORY

THAT LEAVES

11% OF TOTAL

ORDERS WHERE ONE AFFILIATE CATEGORY IS OVERWRITING

ANOTHER

OF ALLORDERS ‘WON’

INVOLVED JUST ONE AFFILIATE

79%

WINNERS AND LOSERS

PRICE COMPARISON

-14%

CASHBACK+10%

VOUCHER-4%

CONTENT-3%

THERE IS MORE TO KEEP US AWAKE AT NIGHT

OUTSIDE OF OUR KNOWLEDGE & CONTROL

RETARGETING BRAND PAID SEARCH & SEO

THE WORD BEGINNING WITH ‘A’ IS NOT THE ANSWER

IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER...

EFFORT VS REWARD

IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER...

CASHBACK & LOYALTY?

IM NOT CONVINCED SPLITTING COMMISSION IS THE ANSWER...

MULTI-OMNI-WHATEVER-CHANNEL

HOW DO YOU FAIRLY ATTRIBUTE

VALUE?

SO WHAT’S THE ANSWER?

£EXPLOREOTHER

PAYMENTMODELS

SO WHAT’S THE ANSWER?

ANALYSE THE DATA

SO WHAT’S THE ANSWER?

UNDERSTAND BETTER WHAT IS

INCREMENTAL

SUPPORTING THE MID AND LONGTAIL

59% OF RESPONDENTS PREFER TO WORK WITH A NETWORK

SAFETY

LE

VE

RA

GE

WIT

H

AD

VE

RT

ISE

RS

PAYMENTS & INVOICING

LACK OF TRUST

HIG

HE

R E

AR

NIN

GS

D

IRE

CT

EFFICIENCY

GOOD / BAD ACCOUNTMANAGERSTRACKING

CONFLICT OF INTEREST

IGNORED

WHAT DO WE NEED TO DO TO BETTER TO SUPPORT AFFILIATES?

MAKE IT EASIER TO WORK WITH US

BETTER TOOLS AND INNOVATION

BETTER COMMUNICATIONS

AND MARKETING

AUTOMATION OF ONE TO MANY

CUSTOMER CENTRIC DATA-LED TARGETING THROUGH THE AFFILIATE CHANNEL

CUSTOMER CENTRIC DATA-LED TARGETING THROUGH THE AFFILIATE CHANNEL

WHAT DO WE NEED TO DO TO BETTER TO SUPPORT AFFILIATES?

MAKE IT EASIER TO WORK WITH US

BETTER TOOLS AND INNOVATION

BETTER COMMUNICATIONS

AND MARKETING

AUTOMATION OF ONE TO MANY

0.4 DAYS AVERAGE

APPLICATION APPROVAL

2.5 DAYS AVERAGE

APPLICATION APPROVAL

PUBLISHER SIGN-UP PROCESS IMPROVEMENTS

OCT- FORECASTPRE-OCTOBER

WHAT DO WE NEED TO DO TO BETTER TO SUPPORT AFFILIATES?

MAKE IT EASIER TO WORK WITH US

BETTER TOOLS AND INNOVATION

BETTER COMMUNICATIONS

AND MARKETING

AUTOMATION OF ONE TO MANY

THE IAB AFFILIATE MARKETING COUNCIL

NEVER HEARD OF IT

33%

29%

IT HAS DONE LOTS OF GOOD WORK BUT IT COULD

SUPPORT ME MORE AS A PUBLISHER

I THINK IT HAS DONE EXCELLENT WORK AND IT SUPPORTS ME AS

A PUBLISHER

I KNOW OF IT BUT IT’S ABOUT AS USEFUL AS A CHOCOLATE TEAPOT

33%

5%

ARE YOU ATTENDINGPMI?

49% NOT

SURE

3% YES

48% NO

ARE YOU ATTENDINGPMI?

60%IT’S TOO EXPENSIVE

LONDON/ TRAVEL

HOPING TO WIN A TICKET!

TOO CORPORATE

“IT'S A POINTLESS UNINTERESTING BACK SLAPPING FEST THAT WON'T HELP A SINGLE SME PUBLISHER”

NOT RELEVANT TO SMALL PUBLISHERS

PUBLISHERS WANT A VOICE

WHAT DOES THE FUTURE HOLD..?

2015. THE AFFILIATEMARKETING AWAKENING

PUBLISHER TOOLS AND INNOVATION

AUTOMATE ONE TO MANY

TARGETING AND PERSONALISATION

DATA AND ANALYTICS

CONTENT/ NATIVEDEVELOPMENT

MARGINAL GAINS

THE UNLOVED…

THE END.

#challengethechannel

@HelenMarie21

@affilinetuk