advertisers guide to the complexity of the channel -lhelen southgate 9am tues
DESCRIPTION
TRANSCRIPT
- 1. Helen Southgate
Senior Online Marketing Manager
Advertisers Guide to the Complexity of the Affiliate Channel - 2. Background
About Me
Over 8 years in affiliate marketing
Agency background
Joined Sky in 2009
Why do this presentation?
What do I want you to get out of the next hour?
Ultimately I want you to walk away with at least one new idea - 3. Agenda
- 4. A Microcosm of OnlineTo understand affiliate you have to
understand online marketing
- 5. ComplexityThe Mid Point between Order and Disorder
Cashback
Number of Affiliates
Online Marketing Mix
Tracking
Affiliate Types
Affiliate Networks
Tailored CPA Rates
Promotional Methods
Online Agencies
Product Mix
Vouchers
Competitors - 6. The Affiliate LandscapeA clear shift in where sales are
coming from over 6 years
- 7. Managing a Complex Programme6 Pointers on effective
management
- 8. 1. Understanding your Affiliate ProgrammeUsing the product
lifecycle
- 9. 2. Affiliate SegmentationSegmentation will help you
understand your affiliates
- 10. What is a good mix of Affiliates?There is a no one size
fits all formula
However, like in any business, spread your risk - 11. 3. Planning & MonitoringAlthough the affiliate channel
is complex it should be planned like all other marketing
channels
Learnings from Previous Month
Online Offers
Seasonality
Competitor Activity
Affiliates Marketing Plans etc. - 12. 5. Reward StructureUnderstand your margins and work to a
blended CPA
- 13. 6. ResourceHow many affiliate managers does it take to run
a complex programme?
- 14. Case Study:
- 15.
- 16. The futures bright, the futures...Even more
complex
- 17. Top Tips to Take AwayBelieve in better .....
Segment your affiliate base, but use this effectively
Plan for the affiliate channel to achieve objectives but build to react
Work to a blended CPA across your campaign, understand margins, test & learn
Understanding the complexity of your channel is key
Be innovative & dont be afraid to test - 18. Thank you ...
Questions & Discussion
[email protected]
Twitter: HelenMarie21