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Beyond the Banner…Retail Affiliates: Merchandising & Maximising Revenue
Presented by: Liane DietrichManaging Director, LinkShare Ltd.
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Copyright 2008 LinkShare Corporation. All rights reserved.
Introduction• Liane Dietrich, Managing Director, LinkShare
Quick Industry trends
Beyond the banner
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Copyright 2008 LinkShare Corporation. All rights reserved.
Quick recap of who we are
First affiliate marketing network – founded in 1996
Over 2.2 million publishers have joined the LinkShare globally
One of the largest performance marketing networks in the world based on Gross Merchant Sales (GMS)
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Copyright 2008 LinkShare Corporation. All rights reserved.
Some brands you wouldn’t expect…
Retail Expertise
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Copyright 2008 LinkShare Corporation. All rights reserved.
Quick Industry Trends
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Copyright 2008 LinkShare Corporation. All rights reserved.
Studies are still showing that people plan to do more shopping online
Latest data…
• Many studies: UK consumers to do more shopping online• Does not = higher spending• But millions of people will spend a greater portion of retail budget on Web
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Copyright 2008 LinkShare Corporation. All rights reserved.
Why are they preferring online?
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Copyright 2008 LinkShare Corporation. All rights reserved.
Why are they preferring offline?
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Copyright 2008 LinkShare Corporation. All rights reserved.
Finding the info they want online
78% don’t get enough information from TV advertising
92% have more confidence in online information than salespeople
81% are doing online research “most of the time” before buying a product
73% conducting online product research several times a month
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Copyright 2008 LinkShare Corporation. All rights reserved.
Research is now part and parcel of shopping
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Copyright 2008 LinkShare Corporation. All rights reserved.
Across all sectors
How frequently do you do online research before you purchase each of the following types of products? (Most of the time / Occasionally)
Research is now part and parcel of shopping
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Copyright 2008 LinkShare Corporation. All rights reserved.
So how do we reach out to them?
43% of Recession Shoppers have purchased a product online that they wouldn’t
otherwise because of a voucher
69% have found a review by another consumer helpful
83% have used a comparison shopping engine
60% cite being able to research information as a reason for shopping online
“Online you can thoroughly research what you want before
purchase.”
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Copyright 2008 LinkShare Corporation. All rights reserved.
Beyond the banner1. Give the consumer what they want
2. Expand your approach for long-term goals
3. Make your life easier
4. Increase conversion through merchandising
5. Leverage existing influences
6. Test into what works
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Copyright 2008 LinkShare Corporation. All rights reserved.
Eliminate clicks between the consumer and the desired action on your site
1. Give the consumer what they want
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Copyright 2008 LinkShare Corporation. All rights reserved.
Deeplinking
• Link to specific pages on an advertiser site
• Send traffic to the most qualified page possible
1. Give the consumer what they want
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Copyright 2008 LinkShare Corporation. All rights reserved.
2. Expand your approach for long-term goals
Merchants (theoretically) ~ 80% of sales by top 20% of affiliates
Affiliates – Same: majority of income from the big programmes
Expand Partnerships – across verticals, outside the box
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Copyright 2008 LinkShare Corporation. All rights reserved.
2. Expand your approach for long-term goals
Focus beyond brands
Showcase your strengths rather than a brand logo
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Copyright 2008 LinkShare Corporation. All rights reserved.
2. Expand your approach for long-term goals
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Copyright 2008 LinkShare Corporation. All rights reserved.
3. Make your life easier!
Product LinkFinder
• Search across multiple advertisers for specific products
• Sort results by price, name or category
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Copyright 2008 LinkShare Corporation. All rights reserved.
Easy deeplinking solutions
3. Make your life easier!
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Copyright 2008 LinkShare Corporation. All rights reserved.
WordPress Plugins
1. RSS DealFeed• Display & manage RSS
feeds in your blog
2. AdMix• Use advertiser RSS feeds
as blog posts
3. LinkLookup• Create deep links• Search for product links
3. Make your life easier!
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Copyright 2008 LinkShare Corporation. All rights reserved.
Widgets
3. Make your life easier!
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Copyright 2008 LinkShare Corporation. All rights reserved.
How it was typically How it should be
4. Increase Conversion Through Merchandising
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Copyright 2008 LinkShare Corporation. All rights reserved.
Be creative
4. Increase Conversion Through Merchandising
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Copyright 2008 LinkShare Corporation. All rights reserved.
4. Increase Conversion Through Merchandising
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Copyright 2008 LinkShare Corporation. All rights reserved.
• Dynamic Rich Media
4. Increase Conversion Through Merchandising
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Copyright 2008 LinkShare Corporation. All rights reserved.
5. Leverage existing influencesSeasonal variations
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Copyright 2008 LinkShare Corporation. All rights reserved.
5. Leverage existing influencesMerchants know their own strengths
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Copyright 2008 LinkShare Corporation. All rights reserved.
5. Leverage existing influencesPress influences
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Copyright 2008 LinkShare Corporation. All rights reserved.
5. Leverage existing influencesPress influences
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Copyright 2008 LinkShare Corporation. All rights reserved.
5. Leverage existing influencesCelebrity
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Copyright 2008 LinkShare Corporation. All rights reserved.
6. Test What Works
Perfect industry to “test” what is bringing you the best commissions
Make sure you understand the reporting tools
Recreate success with other advertisers/websites
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Copyright 2008 LinkShare Corporation. All rights reserved.
SUMMARY
Leverage the info-shopper
Expand your approach and maximise your long-term return
Use all the tools available to make your job easier
Merchandise – give consumers what they want