What the affiliates say…

2nd March, 2011

Quick introductions

• I’m Andrew Girdwood• Media Innovations Director at bigmouthmedia• That means international digital marketing• Also an affiliate• http://about.me/AndrewGirdwood

Why would we care?

• £4,500,000,000 in e-commerce sales in 2010 [Econsultancy]

• That’s about 9% of all online sales (~£55bn) [Capgemini]

• CPA has been relatively stable while CPM has been erratic

• Social media• The expanded ASA remit

Top affiliate verticals

1. Retail2. Travel3. Finance4. Gaming5. Telecommunications

Date: 2008

The bigmouthmedia affiliate survey

Which networks do affiliates like?

Wait, does it matter...

• Most affiliates follow the programs; not networks – unless the network is really bad.

• 72% of affiliates think there is a fraud problem in UK networks.

What do affiliates want most?

Improve your conversion• Higher commission could well mean paying more for the same

results.• Higher conversion means;– Improved ROI– Happier affiliates– A campaign that attracts more affiliates– A campaign that indices affiliates away from competitors– A growing affiliate campaign

Communication!

• Grumble #1 – Not enough communication• Grumble #2 – Too much communication– This is really “too much off topic” communication

• Tip: Think about how affiliates communicate

Creatives and Banners

• Display banners are not affiliate banners• Keep banners up to date and be prepared to help produce

banners for affiliates• Tip: Tie the production of bespoke banners into a wider cross

digital marketing campaign; ie, a social media push around a niche.

• Make sure affiliates know the appropriate use of banners in relation to ASA regulations.

• Junk banners are a drain.

• Costs more money to leave them in place than to take them down.

Creative and Content

• “Creative” just not mean banners, though;• Feeds– These are important, often done wrong

• Content– Can you write for affiliates?– Can you provide them with timely press releases?– Can you give them infographics?

• 76% of affiliates think they are better digital marketers than the merchants they work with – ouch!!

Why is that?

• 5 responders to the survey claimed to be making more than £50,000 per month on affiliate marketing.

• Top four opportunities identified by affiliates in 2010 where:– Mobile marketing– Location-based marketing– Video advertising– Augmented reality

Weakness: Ad Exchanges

• 46% of affiliates thought Ad Exchanges were out of their reach.

Social media

• Let your affiliates know about any buzz, viral or social media campaigns you are about to run

Warning: ASA regulations

• User generated content – out of scope• Social media – in scope• Content adopted by marketers – in scope• Affiliates? – erm, um, probably shared responsibility

The Future

• Brands thinking more about affiliates & ASA• Affiliate networks challenged to be either– Open and easy with their data– Walled gardens

• General affiliates becoming bigger• Niche affiliates becoming more significant in their

niche– This includes platform niches like AR or connected

TV

Thank you!

• Andrew.Girdwood@bigmouthmedia.com• @AndrewGirdwood