mobile marketing + affiliate marketing
TRANSCRIPT
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Communication in the digital ageIt’s all about socialising, sharing and creating
Mobile Marketing + Affiliate Marketing
Hanneke van Stokkom & Marco Derksen
Mobile Marketing + Affiliate Marketing
Januari 2009
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Communication in the digital ageWelke middelen zet ik in en voor welke doelstellingen?Welke middelen zet ik in en voor welke doelstellingen?
Bron: E-consultancy
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Communication in the digital age Dagprogramma
M bil k i
Dagprogramma
Mobile marketing
Affiliate marketing
Viral marketing
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Communication in the digital age Mobile MarketingMobile Marketing
Mobile MarketingMobile Marketing
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Communication in the digital ageMobile Marketing Mobile Marketing
Eerst even dit:Denk jij dat Mobile Marketing het gaat maken in 2009?j j g g
Ja? SMS ‘LAB JA’ naar 4422N ? SMS ‘ AB NEE 4422Nee? SMS ‘LAB NEE’ naar 4422
V ll di ti di t j t t 1 b ti di i k tiVolledig gratis dienst, je ontvangt 1 bevestings sms, die is ook gratis.
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Communication in the digital ageMobile MarketingMobile Marketing
Mobile Messaging Mobile Advertising Mobile Marketing
Bulk SMS Mobile Internet Augmented RealityBulk SMSSMS VotingsSMS & TVSMS & Win
Mobile Internet AdvertisingMobile ContentDirect SMS
Augmented RealityShotcodesBluetooth MarketingDigital GrafitiDigital GrafitiMobile Tickets / CouponsMobiele (java) (j )Applicaties
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Communication in the digital ageMobile MarketingMobile Marketing
Mobile Messaging
Bulk SMSBulk SMSSMS VotingsSMS & TVSMS & Win
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Communication in the digital ageMobile Marketing - MessagingMobile Marketing Messaging
SMS = HOTSMS HOTAfgelopen jaarwisseling:
29 ilj j t 22 00 4 00 i29 miljoen smsjes tussen 22.00 en 4.00 via Vodafone, KPN & Telfort: 40% meer dan vorig jaar!vorig jaar!
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Communication in the digital ageMobile Marketing – Messaging: bulk SMSMobile Marketing Messaging: bulk SMS
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Communication in the digital ageMobile Marketing – SMS VotingMobile Marketing SMS Voting
Eerst even dit:Denk jij dat Mobile Marketing het gaat maken in 2009?j j g g
Ja? SMS ‘LAB JA’ naar 4422N ? SMS ‘ AB NEE 4422Nee? SMS ‘LAB NEE’ naar 4422
V ll di ti di t j t t 1 b ti di i k tiVolledig gratis dienst, je ontvangt 1 bevestings sms, die is ook gratis.
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Communication in the digital ageMobile Marketing - ProductenMobile Marketing Producten
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Communication in the digital ageMobile MarketingMobile Marketing
Mobile Advertising
Mobile internet / advertisingMobile internet / advertisingMobile ContentDirect SMS
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Communication in the digital ageMobile Marketing – Mobile AdvertisingMobile Marketing Mobile Advertising
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Communication in the digital ageMobile Marketing – Mobile ContentMobile Marketing Mobile Content
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Communication in the digital ageMobile Marketing – Mobile ContentMobile Marketing Mobile Content
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Communication in the digital ageMobile Marketing – Direct SMSMobile Marketing Direct SMS
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Communication in the digital ageMobile MarketingMobile Marketing
Mobile Marketing
Augmented RealityAugmented RealityShotcodesBluetooth MarketingDigital GrafitiDigital GrafitiMobile Tickets / CouponsMobiele (java) Applicaties
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Communication in the digital ageMobile Marketing – Augemented RealityMobile Marketing Augemented Reality
Youtube Video
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Communication in the digital ageMobile Marketing – ShotcodesMobile Marketing Shotcodes
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Communication in the digital ageMobile Marketing – Mobile MarketingMobile Marketing Mobile Marketing
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Communication in the digital ageMobile Marketing – Mobile CouponsMobile Marketing Mobile Coupons
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Communication in the digital ageMobile Marketing – Bluetooth MarketingMobile Marketing Bluetooth Marketing
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Communication in the digital ageMobile Marketing – Bluetooth MarketingMobile Marketing Bluetooth Marketing
Touristische info over
• Hotels
• Musea
• Hotels
R• Restaurants
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Communication in the digital ageMobile Marketing – Bluetooth MarketingMobile Marketing Bluetooth Marketing
Concert (zaal) toepassingen
• Programma
• Aanbiedingen
B d ifi kBandspecifiek
• Ringtones
Vid• Video
• Lyrics
• Set list• Set list
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Communication in the digital ageMobile Marketing – Bluetooth MarketingMobile Marketing Bluetooth Marketing
Musea
• Tentoonsellingsagenda
• Plattegrond
• Uitleg in alle talen
I f k k• Info kunstwerken
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Communication in the digital ageMobile Marketing – Mobiele applicatiesMobile Marketing Mobiele applicaties
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
Digital Grafiti
• Leuke / inspirerende graphics (afbeeldingen)
• Veelgebruikte SMS Techniek
• Beamer
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
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Communication in the digital ageMobile Marketing - voorbeeldenMobile Marketing voorbeelden
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
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Communication in the digital ageMobile Marketing – Digital GrafitiMobile Marketing Digital Grafiti
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Communication in the digital ageMobile Marketing – Txtual HealingMobile Marketing Txtual Healing
Txtual Healing
Youtube video
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Communication in the digital ageMobile MarketingMobile Marketing
Mobile Messaging Mobile Advertising Mobile Marketing
Bulk SMS Mobile Internet Augmented RealityBulk SMSSMS VotingsSMS & TVSMS & Win
Mobile Internet AdvertisingMobile ContentDirect SMS
Augmented RealityShotcodesBluetooth MarketingDigital GrafitiDigital GrafitiMobile Tickets / CouponsMobiele (java) (j )Applicaties
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Communication in the digital age Mobile Marketing - SamenvattingMobile Marketing Samenvatting
Mobile Marketing
Mobile Messaging
Mobile Advertising
Mobile Messaging
Bron: Hot SMS
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Communication in the digital age Affiliate marketingAffiliate marketing
AffiliatemarketingAffiliatemarketing
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Advertising in the digital ageWelke middelen zet ik in en voor welke doelstellingen?g
Bron: E-consultancy
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Communication in the digital age Affiliate marketingAffiliate marketing
Wat is affiliatemarketingHoe werkt affiliatemarketingHoe start je een campagneWelke soorten publishers zijn erHoe onderhoudt je campagnesGoogle en affiliatemarketing
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Communication in the digital age Affiliate marketingAffiliate marketing
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Communication in the digital age Affiliate marketingAffiliate marketing
De 7 stappen:
1. Bezoeker klikt op reclame uiting2. Publisher verwijst naar verkoper3. Registratie door verkoper of affiliatenetwerk4. Verkoper verkoopt product of dienst5. Verkoper betaalt % aan publisher of affilaitenetwerk6. Affiliatenetwerk betaalt publisher7. Gebruiker ontvangt product of dienst
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Communication in the digital age Affiliate marketing: Amazon was de eersteAffiliate marketing: Amazon was de eerste
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Communication in the digital age Affiliate marketing: eigen programma’sAffiliate marketing: eigen programma s
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Communication in the digital age Affiliate marketing: partner programma’sAffiliate marketing: partner programma s
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Communication in the digital age Affiliate marketing; zelf doen of uitbesteden
Ei ffili k B d ffili k
Affiliate marketing; zelf doen of uitbesteden
Eigen affiliatenetwerk:
Direct contact met publishers
Bestaand affiliatenetwerk:
Contact met affiliateparterDirect contact met publishersGebruik van eigen techniekenZelf de publishers zoeken
Contact met affiliateparterImplementatie van trackingcodes
Kostenopbouw verschiltAlle kennis blijft in huisTijd d
Gebruik van bestaand netwerk publishersKennis wordt gedeeldTijdrovend Kennis wordt gedeeldKosten kunnen hoger zijn.
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Communication in the digital age Affiliate marketing: affiliatenetwerkenAffiliate marketing: affiliatenetwerken
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Communication in the digital age Affiliate marketing; voordelenAffiliate marketing; voordelen
Diensten/produkten worden sterker in de markt gezet.Bevordert de positionering bij zoekmachinesIs relatief goedkoop.
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Communication in the digital age Affiliate marketing: betrokken partijenAffiliate marketing: betrokken partijen
Betrokken partijen:AdverteerdersAffiliate netwerkenWebsite eigenaren
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Communication in the digital age Affiliate marketing: voorbeeld includeAffiliate marketing: voorbeeld include
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Communication in the digital age Affiliate marketing: banner met tekstAffiliate marketing: banner met tekst
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Communication in the digital age Affiliate marketing: vragen voorafgaand aan een campagneAffiliate marketing: vragen voorafgaand aan een campagne
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Communication in the digital age Affiliate marketing; commissiestructurenAffiliate marketing; commissiestructuren
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Communication in the digital age Affiliate marketing: commissiestructurenAffiliate marketing: commissiestructuren
Bijvoorbeeld segmentatie:
0-10 verkopen 3% brons11-25 verkopen 4% zilver26-50 verkopen 5% goud
En additioneel een klikvergoeding, bijvoorbeeld;+ € 0,05 per klikOf vaste vergoedingen per lead of saleOf incentives: gsm’s, spelapparatuur etc.
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Communication in the digital age Affiliate marketing: strategie en doelstelling bepalen
D l lli Ad i
Affiliate marketing: strategie en doelstelling bepalen
Doelstellingen Advertiser
Meer bezoekers
Strategie Advertiser
• Bepaal de online missieMeer leadsMeer salesHogere omzet
• Geef affilate marketing eenplaats in de marketing-mix
• Bepaal de tactiek:i i klik/l d/ l- commissie per klik/lead/sale
- getoonde advertenties- gewenste affiliates
Doelstellingen affiliate
Hogere omzet
Strategie affiliate
• Geef affiliate marketing eenMeer serviceMeer bezoekers
• Geef affiliate marketing eenplaats in de marketing-mix
• Zoek en ontdek de mogelijkheden
Bron: Tradedoubler
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Communication in the digital age Affiliate marketing: het werven van affiliatesAffiliate marketing: het werven van affiliates
Soort bedrijf Soort klant
Strategie en doelstelling Soorten affilaites
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Communication in the digital age Affiliate marketing; optimalisatie en finetuning, affiliate
De affiliate dient zichzelf doorlopend de volgende vragen te stellen:
Affiliate marketing; optimalisatie en finetuning, affiliate
De affiliate dient zichzelf doorlopend de volgende vragen te stellen:
Welke grafische elementen scoren op mijn site het best?- Kan ik beter tekstlinks, productlinks of content plaatsen?, p p
Op welke tijdstippen scoren bepaalde advertentie-uitingen het best?Welke advertisers scoren het beste qua CTR, LR en/of CR?Welke advertisers scoren juist heel slecht?Hoe doen mijn concurrenten het?Wat zijn de algemene resultaten op mijn site?
- Dien ik mijn advertentieportfolio aan te passen?- Moet ik meer service gerichte advertenties plaatsen?- Moet ik meer service gerichte advertenties plaatsen?
Hoe verhoog ik het aantal bezoekers op mijn site?Hoe verhoog ik de kwaliteit van de bezoekers op mijn site?
Bij elke vraag tevens het WAAROM afvragen !
Bron: Tradedoubler
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Communication in the digital age Affiliate marketing: optimalisatie en finetuning, advertiser
De advertiser dient zichzelf doorlopend de volgende vragen te stellen:
Affiliate marketing: optimalisatie en finetuning, advertiser
De advertiser dient zichzelf doorlopend de volgende vragen te stellen:
Publieke tarieven aanpassen?Goede affiliates extra belonen?Heb ik nog marges voor verhogingen?Betere advertentie-uitingen?Welke grafische elementen scoren het best?Welke tijdstippen scoren bepaalde advertentie uitingen het beste?Welke tijdstippen scoren bepaalde advertentie-uitingen het beste?Welke affiliates scoren het best qua CTR, LR en/of CR?Welke affiliates scoren juist heel slecht?Welke affiliates hebben zich helemaal niet aangemeld voor het programma?Hoe doen mijn concurrenten het?Wat zijn de algemene resultaten op mijn site >> een gevolg van Branding? Wat is de lifetime value van de klant >> herhalingsaankopen?
Bij elke vraag tevens het WAAROM afvragen !
Bron: Tradedoubler
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Communication in the digital age Affiliate marketing: en nu beginnen!
K bli h ( ffili )
Affiliate marketing: en nu beginnen!
Keuren van publishers (affiliates):Zelf controle/ automatisch goedkeurenSlecht presterende publishers bekijken en actie op ondernemenSlecht presterende publishers bekijken en actie op ondernemen.
Keuren van transactiesTransacties op tijd controleren!
R l ti d t ti t i lRegelmatig updaten promotiemateriaalRegelmatig nieuw materiaal leidt tot meer conversies
Betaal op tijd, anders haken publishers af
Bron:Tribal Affiliaitedag 2008
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Communication in the digital age Affiliate marketing: en nu beginnen!Affiliate marketing: en nu beginnen!
Promotiemateriaal:-gebruik van standaard formaten banners. (Gif en flash)-tekstlinks hebben vaker een hogere CTR-deeplinks hebben een hoger conversie ratio
Banners: zelf ontwikkelen of uitbestedenIndien mogelijk: productfeedGebruik van landingpagina’sAlle netwerken hebben goede handleidingen
Bron:Tribal Affiliaitedag 2008
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Communication in the digital age Affiliate marketing: netwerk om de netwerkenAffiliate marketing: netwerk om de netwerken
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Communication in the digital age Affiliate marketing: technische implementatieAffiliate marketing: technische implementatie
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Communication in the digital age Affiliate marketing: Google AdsenseAffiliate marketing: Google Adsense
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Communication in the digital age Affiliate marketing: opdrachtAffiliate marketing: opdracht
Aan de slag:
Bekijk de Adsense mogelijkheden van Google. Zoek daarna 5 voorbeelden van affiliates en leg uit hoe je die hebt herkent als affiliate die hebt herkent als affiliate.