Introducing Affiliation Marketing into your Web Strategy
Panel by:Juan A. Rodríguez
E-commerce Manager Aspasios.com
Summary1. What is Affiliation
2. Main Platforms Worldwide
3. Affiliation Pitch and Players
4. SWOT analysis on Affiliation
5. Referral and Loyalty Programs
6. Setting Up your Strategy
7. Cases
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Travel Distribution is a complex World…
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Direct Sales Online are the most profitable ones
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
What is Affiliation Marketing?
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
How Aff. Mkt. Works?
Business Model that better suits for you
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
√ Basics of AffiliationWhat is AffHow works
Your Business Model?
Actionable Tips
The Affiliation Pitch
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Affiliate Networks
Affiliate Networks are the Professional Marketplaces:
Brands have to pay a fee
Brands have to follow its rules (Tracking –Goals-Norms)
Marketing Cost (Brand):
- Set Up fee - Montly fee per use: +- 300€- Commission Fees: around 6% ( to be divided between the network (30%) and the Affiliate itself (70%)
BRANDS
Brands pay commissions from the € they generate in the Marketplace
Brands are promoted in the marketplace
In this special “league” they use players thanks to the Marketplace
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
The Players (Affiliates)
Affiliates = Players
They get money from the Brand through Marketplace (or directly in Owned
Programs)
Brand pay a commission per sale Player-Affiliate gets % from commission
Cost of Owned Programs:
- Technology to track sales and provide a backoffice
- Billing system- Person/Team recruiting Affiliates…- $$$$$
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Agencies
Agencies = They negociate best agreement within
MarketplaceBetween Brands and Affiliate Networks
They get money from the Brand and pay Networks from it
Marketing Cost (Brand):
- From 10% onwards
- They work as an “Affiliation Manager”
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Minimum Requeriments to play the League
Product (€) With margins to pay Affiliate Networks, Affiliates, and/or Agencies
Website with online booking
Drive to conversion
IT team?
Affiliation Manager?
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Analyse your situation
√ Are you ready for Affiliation?
Choosing your business model ?
Deciding who to work with
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Actionable Tips
SWOT: Strenght
Pay per result only sale/lead/call…
International Sales
Visibility
Niche Markets: couponing, emailers,
mobile…
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
SWOT: Weaknesses
Investment: resources, human, time
Canibalization between channels
Learning curve
Bookings duplicity
Cookies regulations
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
SWOT: Opportunities
New Business Opportunities
Apply features in our website
Reinforce our Brand in new markets opened first with
Affiliates
Mobile Apps/Marketing
Introduce Referral Programs
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
SWOT: Threads
Cookies Regulation
Tracking methods if cookies decline
Cross channeling: Users can use mobile, desktop, etc and difficulty to track sales
increase
The end of Affiliation…as we know it
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Affiliation Software
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Affiliation Software
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Affiliation Software
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
• There are not universal solutions
• Depending on your needs you can opt to use an “Affiliation
Software”, build one, …”
• Affiliation is not for big companies only
Actionable Tips
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Referral Marketing
Start-ups are using it to grow
Focus on “signups” or leads
You are never too small to use marketing tools
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
http://www.slideshare.net/mattangriffel/growth-hacking
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
4 Steps to launch an Affiliation Program
Design
Provide Recruit
Mesure
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. RodríguezCase Study
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
Case Study
Introducing Affiliation Marketing into your Web Strategy
VRMA European SeminarJuan A. Rodríguez
@Rumorismo