affiliate marketing theatre; a decade of affiliate marketing already under our belts, but...
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Affiliate. Performance. Online. Mobile.Affiliate. Performance. Online. Mobile.
A Decade Of Affiliate Marketing Under Our Belts
What’s Coming Next For Us All?
Affiliate. Performance. Online. Mobile.
My History: Michelle Anthony - CM
1999
•Affiliate Marketing kicked off in the UK
•I did my A’ levels. Internet shopping was driven by discounts
2003
•CJ, UK Affiliates (DGM), Tradedoubler – broadband spread
•CBS: Nils Randrup: eBusiness
2005
•Blue-chip brands enter affiliate marketing, content affiliates big
•Partner & Alliances Officer (Affinity & Affiliate)
2007
•Big agencies join affiliate marketing, pricing models vary
•Joined R.O.EYE in Programme Management
Affiliate. Performance. Online. Mobile.
Since 2007 the Massive Shift in Perception....
“....we'll reintroduce affiliate marketing, but as it should be. No silly commissions being paid to grubby little people in grubby studios growing income at our expense, getting in the way of genuine sales.”
Nick Robertson
ASOS, March 2007
Affiliate. Performance. Online. Mobile.
...has seen An Expansion of Publishers
Along with perception changing:
• CPM rates fell• Recession focused budgets
on acquisition• CPAs attractive against
alternatives• Biz Dev shortcut to big brands• Day time TV coverage• Offer availability• Offline tracking • Container tags
Affiliate. Performance. Online. Mobile.
...and a Redefining of “Affiliate” to Suit Business Needs
2008 2011 2012
Niche
PPC
Content
Biz Advice
Finance
Comparison
PPC
Content - Offline
Affinity
Call Centre
Incentive
Affinity = Big Partnerships
Affiliate. Performance. Online. Mobile.
Improved Tracking is Driving Online and Offline Synergies...
Voucher Code Tracking: Server2Server: Call Tracking
Affiliate. Performance. Online. Mobile.
...and Allowing Campaigns to Harness the Immediacy of Mobile
Call Tracking: Mobile Web Tracking: In App Activity: Display
Affiliate. Performance. Online. Mobile.
The Data Revolution Continues to Drive Quality
Commissions: Tagging: Container Tags: Attribution
• Click filters determine genuine traffic
• Impression pixels are available as an affiliate metric
• Short term v. long term value assessed. Value is placed on initial days in 7day cookie
• New user clicks earn more
• EPC posted a day after clicks
• Default EPC applies were too little traffic is driven
• Review site excel under QCP
Affiliate. Performance. Online. Mobile.
Mobile is Already Here...
Geotargeting: Custom Banners: Rendering : Location Tools
Affiliate. Performance. Online. Mobile.
Performance Based Social Commerce is Proving its Concept...
Share: Cost Per Like: Recommend: Engage: Buy: Forums
• F-commerce• Recommendation
engines
• Recommendations• I just bought...• Amazon
Associates• Affiliate traffic
sources
?
Affiliate. Performance. Online. Mobile.
...but what are the changes we’ll see? Firstly – Devices:
1.5 years 2 years +
Affiliate. Performance. Online. Mobile.
Secondly, tracking will have to stay ahead of the game...
Essential Functioning
Robust Cookies
Out-of-session
API
Lead Generation
Cross-device Tracking
Session-only Tracking
Affiliate. Performance. Online. Mobile.
...Ultimately Consumers Will Drive Change and Decide What Stays
Consumers Networks, Clients & Agencies
Affiliates
Tablets, QR codes, Mobile payment, NFC and online , telesales, in-store, Smart TV
There’s a gap in the
market for ...
How do we track? What
strategy ? What campaign
tools?
Affiliate. Performance. Online. Mobile.
The Caveat...the principles of Performance are strong and lasting
James Skelland: Technical Solutions Manager, R.O.EYE, 2012
“In five years from now we will be doing exactly the same thing.”
Affiliate. Performance. Online. Mobile.
Any Questions?
Michelle Anthony
Commercial Manager
@MichelleAlthea
http://uk.linkedin.com/in/michanthony
0161 228 1228
Affiliate. Performance. Online. Mobile.
Get In Touch with R.O.EYE...
Matt Brown
Commercial [email protected]
0207 323 1981Michelle Anthony
Commercial [email protected]
0161 228 1288