affiliate marketing theatre; mobile and m commerce - the complete picture

Mobile & M-Commerce: The Complete PictureMobile & M-Commerce: The Complete Picture

Kevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com

Kevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com

@Awin_Strategy @Affwin

@Awin_Strategy @Affwin

The Affiliate

Landscape

The Mobile Landscape

True mobile measurement?

275%275%

260%260%

Mobile device split (clicks)

Mobile device split (sales)

Daily split of sales – mobile vs. desktop

*w/c 13th February 2012

The opportunity: 2011 into 2012

£23.2m518k23.7m9.3m

£28.3m405k

Mobile basket dissected

Top AWin advertisers with m-commerce sites with affiliate tracking in place

The dilemma

• Hugely successful affiliate• Burgeoning sector worth c.£1bn• Over indexes on many customer quality indices• Created powerful retail brand (top 50 UK

Hitwise retail sites)• Offers range of promotional opportunities• Focused on demonstrating incremental sales• Multi-channel – 2011 app launched...

The dilemma

Missed opportunities?

DevMobile

“Probably.

My other app based on Dutch retailer bol.com, saw conversion increase from 8 to 12%:

a 50% increase in sales.”

Does it make a difference?

2.1% sales through mobile

4.2% sales through mobile (with iPad)

3.1% sales through mobile

5.4% sales through mobile (with iPad)

Does it make a difference?

Follow the consumer

• 17% of mobile phone users downloaded a voucher on their mobile device in Q1 2011

• 32% of shoppers would not have bought it if they didn’t have a voucher

• 10% MVC traffic through mobile...

(Neilsen)

Voucher insights

• High traffic, fewer sales• Female, high earners• iPhone/Android now neck and neck• Used to increase footfall & AOV • Connection speed issues• What impact will NFC have?• Strong offer = wider geographic

reach: B&Q

• Affiliates are becoming multi-channel:– Understand the range of activity

• Incremental sales or minimising lost traffic?• Reporting requirements heightened• Tracking is a serious threat• Prioritise, test and optimise• Who knows how big mobile could be…?

Some final thoughts

?Kevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com020 7553 0354

Kevin Edwards, Affiliate Windowkevin.edwards@affiliatewindow.com020 7553 0354

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Thank you!Thank you!