the affiliate evolution into mega-brands
TRANSCRIPT
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Ari Rosenstein \ Sr. Marketing Director
Affiliate to BrandThe Market Evolution
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2
Sr. Marketing Director
VP Marketing2014 –
2016
2013 – 2014
Director Product & Research Marketing
Marketing Manager2008 –
2013
2006 – 2008
Ari Rosenstein
About Me
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EVERYWEBSITE
EVERYMOBILE
APPRATING
ENGAGEMENT
APP STORE
CATEGORY
KEYWORDS
TRAFFIC METRICS
TRAFFIC SOURCES
AUDIENCE
INDUSTRY
CONTENTIN 190+ COUNTRIES
Has All the Data
✓ ✓
✓ ✓ ✓
✓ ✓
✓ ✓ ✓
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Our DataOver 5B events/day
(60k events per second)
8 PhDs,100 Engineers
and Big Data experts
Insights on 200MWebsites
& 5M mobile apps
Cleaning, Categorizing & processing
Machine-Learning &Prediction Algorithms
International Panel
Crawling
ISP Data
Learning Set
Granular
Global
Multi-Device
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Where is Affiliate Marketing Making an Impact?
Computer and Electronics
Adult
Career and Education
Business and Industry
Finance
Books and Literature
Gambling
Internet and Telecom
Shopping
People and Society
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
% of total referral traffic out of total traffic
sources
Top Industries by Share of Referral Traffic
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When do the lines begin to blur between “just” an affiliate and becoming a stand-alone brand?
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What makes a strong brand?
• Authority• Recognition• Stickiness (Recall)
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What makes a strong affiliate brand?
• Authority• Recognition• Stickiness (Recall)• Added Value
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What makes a strong affiliate brand?
• Authority• Recognition• Stickiness (Recall)• Added Value
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Brand Deep Dive1. Finance: An industry giant and an rising
star2. Retail mega brand – Just how big is it?3. Publishers capitalize on traffic to play the
affiliate game4. Is Social Media getting into the game?
Note: The following slides are a data based analysis. In no way do I endorse any of the sites or companies mentioned, nor are they sponsoring me.
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CreditKarma.com is a Finance Industry Super Brand (and affiliate)
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In the last 6 months, Credit Karma was the 8th biggest traffic generator within the Finance category
payp
al.co
m
chase
.com
wellsfa
rgo.c
om
bank
ofameri
ca.co
m
finan
ce.ya
hoo.co
m
capita
lone.c
om
amer
icanex
press
.com
credit
karm
a.com
citi.c
om
nette
ller.c
om0
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
Last 6 Months Total Traffic
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Of all the keywords generating traffic to the Finance Industry, Credit Karma is in 8th place!
Searching for Karma
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Driving Traffic to Industry LeadersOutgoing traffic from Credit Karma (Apr-Jun 2016)
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Not Just a Website…An App Player as Well
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With Amazing Penetration
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Brand Checklist1. Authority?2. Recognition?3. Recall?4. Added Value?
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A Brand in the Making
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NerdWallet.com is catching everyone’s attention
• $100m annual revenue• 200 employees• 59th largest site (according to
traffic) in the Finance category and one of the biggest affiliates in the industry
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From 3M visits/month to 5M visits/month in less than a year
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07-15 08-15 09-15 10-15 11-15 12-15 01-16 02-16 03-16 04-16 05-16 06-16 -
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Total NerdWallet Branded Search Terms Visits
People are starting to search the brand
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NerdWallet is in the top 20 sites winning at SEO traffic within the Finance Category
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NerdWallet Specializes in High Quality Content
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What Kind of Content? NerdWallet Answers Questions!
Best How What0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Credit Insurance Loan Mortgage0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Share of traffic by search term
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SEO Today is Driven by Content Not Keywords
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Thin Content Content Farms
Duplicate Content Ad-to-content Ratio
Broken Pages HTML Improvements
Short Click vs. Long Click Engagement Metrics & User
Experience Blog Post Comments
SimilarWeb.com
Old School
New Focus
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Short Click vs. Long Click
SimilarWeb.com
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Short Click vs. Long Click
SimilarWeb.com
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So What’s the Lesson?
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Query Keyword
is now
Query Keyword Post-Click Engagement
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51% of NerdWallet’s traffic goes to their blog
In fact, their blog is their most valuable and popular asset as they build integrity with their consumers
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Not just content: there are also products (this one being the most popular)
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Brand Checklist1. Authority?2. Recognition?3. Recall?4. Added Value?
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Who is The Ubiquitous Super Brand Drive Retail Traffic?
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Slickdeals.net is the super brand, super affiliate, super referrer
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Slickdeals is the 42nd Most Searched Term Sending Traffic to the Shopping Category, US
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Slickdeals Sends 46 Million Monthly Clicks to Retailers
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Amazon Gets the Majority
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Slickdeals is the Known Brand
Slickdeals related searches were
responsible for 50% of their total search traffic
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And doesn’t act like the rest of its counterparts within the Coupons category
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Slickdeals is also a Mega app with highest stickiness
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Amazing App Loyalty
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Are Publisher Putting the Squeeze on Traditional Affiliate Marketers?
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SkimLinks – Turning Content into Affiliate Revenue
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SkimLinks – Is a Big Player
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SkimLinks – Top Publishers are Onboard
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Top Websites Using Affiliate NetworksTop Websites by Traffic to Leading Affiliate Programs
1 cnn.com2 dailymail.co.u
k3 buzzfeed.com4 aol.com5 about.com
1 imgur.com2 wikihow.com3 softonic.com4 ign.com5 gizmodo.com
1 makeuseof.com
2 pcworld.com3 complex.com4 sheknows.com5 neogaf.com
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Publishers account for 30% of the traffic going through their redirect server
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Biggest Advertisers on SkimlinksSkimLinks – Top Advertisers
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1,092,102,494
Visits to LifeHacker in Last 12 Month
308,000,000 Out-Going ClicksLast 12 Month
8% to Shopping
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3 Million Dollar Post
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What happened in July?
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LifeHacker Article – Top 5 Online Glasses Stores
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Lifehacker
Warbyparker.com Eyebuydirect.com Zennioptical.com Coastal.com Clearlycontacts.ca Goggles4u.comReferral Traffic 780,000 300,000 780,000 690,000 290,000 270,000
% of Referral Traffic from Post 35% 61% 22% 16% 17% 24%Desktop Visits: 270,582 183,210 172,926 113,712 49,822 65,286Avg. Page/visit: 10 17 12 12 6 11
Est. Conversions 12,291 20,459 1,579 1,420 279 3,327Avg price of one unit: $100 $50 $30 $100 $100 $30
Est. Revenue $1,629,093.00 $1,022,971.00 $47,374.00 $142,026.00 $27,935.00 $99,824.00
Results
~$3,000,000
Estimated Revenue
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Could This Be the Next Market Disruptor?
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Reddit Enters the Game
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is the#2 social traffic
driverin the world
9.41% of all social traffic worldwide originates in reddit
In the U.S it’s even stronger with almost 1 of 4 of all social traffic
Reddit is a Traffic Giant
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Aliexpress.com
Gamestop
Newegg
Major Implications for the Retail World
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Thank You.
Ari RosensteinSr. Marketing Director
& team SimilarWeb
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