create - day 1 - 10:15 - "goliath and me: affiliate marketing in a crowded marketplace"
TRANSCRIPT
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AFFILIATE MARKETING IN A CROWDED MARKETPLACE
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YOUR SPEAKER» Sean Mahon » Affiliate Team Leader, Equator» @Equator_Aff - #PMILDN
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WHO’S THIS GUY?
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7+ YEARS MANAGING AFFILIATE CAMPAIGNS» Started in Schuh in 2008» First dedicated Affiliate Manager» Launched first affiliate programme at Urban Industry in
2011» Appointed affiliate manager at Equator in 2014
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WHO ARE EQUATOR?
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TOP 10UK INDEPENDENT DIGITAL AGENCY ON PERFORMANCE
15 YEARS OLDAND PASSIONATE ABOUT INNOVATION
130+IN-HOUSE DIGITAL EXPERTS
INSPIRATIONALSHORTLISTED IN SUNDAY TIMES BEST COMPANIES AWARD
GLA & NYC
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THE PLAN
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RAISE BRAND PROFILE & DRIVE CONVERSION» Tap into new audience » Offer an incentive to buy» Ensure onsite exposure and newsletter coverage
» Spend money to make money!» If you have a good offer, shout about it!
» Twitter, Newsletter, PMI forum» UGC sites like HUKD
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REWARDING LOYALTY» Partnering with top cashback sites to ensure
coverage» e.g. Quidco have a user base of 5mill+
» Can also target employee malls» e.g. NHS, local authorities
» Take the philanthropic approach» e.g. Easyfundrasing – ‘cashback’ for charities
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WE (HEART) CONTENT» Working with bloggers
» Reach out and start conversation» Incentivising reviews, features» Run competitions to engage
» E.g gift vouchers, giveaways» Work with your networks
» Find new opportunities
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DON’T ABANDON HOPE!» Onsite abandonment
» e.g. Ve Interactive» Dynamic display retargeting» Email retargeting» Optimise to reflect onsite offers» Highly customisable
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HINTS & TIPS
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WHAT WOULD AFFILIATES DO??» What makes your
programme stand out?» Why would affiliates
promote you?» What makes you
different from your competitors?
» Don’t treat affiliates as customers!
» If you haven’t already, set up your own affiliate account
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KEEP THE PROGRAMME ATTRACTIVE» Affiliate promotions and incentives» Competitive analysis» Keeping in touch
» email, phone, Skype, meetings» New and emerging affiliate technologies
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GET THE RIGHT AFFILIATE MIX» Review mix of affiliates to ensure it is healthy» Work towards a high ratio of active affiliates» Look for growth opportunities » Recruit affiliates to your programme
» Reach out personally
Your site
Content
Price comparison
Vouchercode
Cashback /
incentive
Retargeting
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MANAGE THE DAY TO DAY» Process affiliate applications» Validate sales and leads» Maintain regular contact» Managing your networks and partners» Promoting programme
» email, social and forums
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THANK YOU!