diversification & publisher traffic today’s niche… tomorrow’s mainstream andrew copeland,...

Diversification & Publisher TrafficToday’s niche… tomorrow’s mainstream

Andrew Copeland, Network Director, Tradedoubler

PPCSocial

Display Mobile

Organic Traffic

Affiliate Marketing

Technology

Affiliate marketing’s place

AM Sandbox

PPC

Social

Display

MobileOrganic Traffic

Technology

Affiliate marketing’s place

Google: Google.com registered in 1997 and Google Inc. incorporated in 1998

Adwords:Launched in 2000

Context – paid search

Facebook: Launched in 2004 and only allowed pages in 2009

Twitter:Launched in 2006 and only allowed paid ads in 2010

Context – social

AM Sandbox

PPC

Social

Mobile

Remarketing

Retargeting

Video

What’s already in the sandbox?

Virtual currency

Virtual currency is used to purchase virtual goods within a variety of online communities; which include social networking websites, virtual worlds and online gaming sites.*

• Blurs the lines between social engagement and performance marketing

• Subtle difference in consumer motivation, lending itself to the promotion specific offer types

• High volume business model which can return significant results

* wikipedia.org/wiki/virtual_currency

Brand advocacy

A loyal customer who is engaged into active promotion of a brand or a product without being paid to do so. They do so because of their positive experience with the brand.*

• Word of mouth is a powerful marketing tool

• Most companies already have an army of brand advocates

• Social media teams often don’t have sales focused KPIs

• Increase product and brand exposure to potential customers

* wikipedia.org/wiki/brand_advocate

Community gifting

A mode of exchange where valuable goods and services are regularly given without any explicit agreement for immediate or future rewards.*

• Becoming more popular as consumers collectively contribute towards gifts

• Allows advertisers to tap into an individual’s special occasions (birthday’s etc.)

• Often allows cross-advertiser gift lists, increasing access to competitors’ consumers

* wikipedia.org/wiki/gift_economy

Group buying

Offers products and services at significantly reduced prices on the condition that a minimum number of buyers would make the purchase.*

• Very popular with deal-conscious consumers

• Excellent sales mechanism for selling surplus stock

• Improved technology often allows advertisers to run their own group buying deals through the affiliate channel

* wikipedia.org/wiki/group_buying

What’s in your sandbox?

AM Sandbox

PPC

Social

Remarketing

Mobile

Retargeting

Video

Virtual Currency

Brand Advocacy

Group Buying

Community Gifting

CONTENTPRICE

COMPARISON

CASHBACKVOUCHER

AM Sandbox

PPC

Social

Remarketing

Mobile

Retargeting

Video

Virtual Currency

Brand Advocacy

Group Buying

Community Gifting

Affiliate marketing is your playground

SummaryNew traffic streams quickly become a crucial element in the digital marketing mix

Early adoption of new traffic streams can give you a competitive advantage

Affiliate marketing offers a low risk test environment