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