1. 1. Speakers Mike Allen Dave Naffzinger Lisa Picarille Chief Executive Shopper Shopping-Bargains CEO BrandVerity Online Content Strategist LisaPicarille.com @mta1 @davenaff @lisap mike@shoppingbargains.com davenaff@brandverity.com lisa.picarille@gmail.com
2. 2. The Office Water Cooler
3. 3. The New Office Water Cooler Newsletters Forums LinkedIn Groups Facebook Facebook Groups Mastermind Groups Blogs Other Social Media (Twitter, Instagram, Pinterest)
4. 4. 8 Hot Topics 1. Industry Self-Measurement 2. Attribution 3. Blogger Recruiting 4. Nexus Tax 5. Mobile Commerce 6. Regulatory Issues 7. Going Global 8. Changing Landscape
5. 5. Lack of true market research from big firms focusing specifically on performance marketing Trend is toward producing our own research, surveys, reports, data Indicates hunger for data to prove the value of the space Shows industry growth and maturity Resources: PMA Measurement & Insights Council Salary Survey - http://thepma.org/project/pma-2014-salary-survey-results/ Aff Stat Survey - http://affstat.com/ Affiliate Benchmarks - http://affiliatebenchmarks.com/ Industry Self-Measurement
6. 6. Attribution Channels of Influence
7. 7. Attribution More data is a good thing Affiliate, organic SEO, paid search, display, direct Social media, email, remarketing, catalog, more For advertisers, one size does not fit all Very complex - requires proper understanding to turn into actionable items Affiliates need to know how much they are worth to an advertiser Resources: PMA Attribution Report (5 Parts) - http://performancemarketingassociation.com/attribution-part-1-the-concepts [ see also http://thepma.org/project/attribution-insights-2015/] Impact Radius - http://www.impactradius.com/tracking-attribution
8. 8. Blogger Recruiting Advertisers can reach new markets Content bloggers add value for advertisers Bloggers have dedicated and loyal followers Reaching out to bloggers and influencers can create long-term relationships/partners Bloggers can get recurring (long tail) incremental income (and deliver high-converting traffic) via affiliate links Resources: PMA Publisher Recruitment Council - http://thepma.org/project/guide- benefits-of-performance-marketing-for-bloggers/ PracticalEcommerce - http://www.practicalecommerce.com/articles/4128- Affiliate-Marketing-How-to-Recruit-Bloggers
9. 9. Nexus Tax States seeking revenue (or equality with Main Street?) Define affiliates as creating a sales presence or nexus for out of state merchants (to require sales tax collection) Creates confusing environment Thousands of state and local tax jurisdictions Leads to affiliate restrictions (mass removals) Resolve via bi-partisan Marketplace Fairness Act? Resources: Annette Nellen, CPA, CGMA, Esq. (San Jos State University) - http://www.cob.sjsu.edu/nellen_a/affiliate_nexus.html CJ - state map - http://www.cj.com/internet-tax PMA - Internet Sales Tax Reform - http://thepma.org/internet-sales-tax-reform/ and The States - http://performancemarketingassociation.com/advocacy/legislation/the-advertising- tax
10. 10. Mobile Commerce Consumer buying behavior is shifting (in-app, mobile device payment at retail, web purchase via device, more) Global mobile commerce nearly half of e-commerce by 2018 Larger format devices and apps spurring the move to mobile Advertisers MUST have a mobile responsive site Mobile marketing strategy is also a must Consumers want personalization (but not creepy) Search (and apps) playing a huge role in mobile Resources: Smart Insights - http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile- marketing-statistics/ comScore - http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile- App-Report sitepoint - http://www.sitepoint.com/mobile-commerce-trends-2015/ Internet Retailer - https://www.internetretailer.com/2014/03/10/mobile-commerce-will-be-nearly-half-e- commerce-2018 Marketing Land - http://marketingland.com/even-biggest-brands-can-get-hyperlocal-geolocation- targeting-135849
11. 11. Regulatory Issues Closer scrutiny by regulatory agencies FTC and State Attorneys General Internal and international compliance now essential Disclosures must be clearly visible Not knowing the rules is no excuse for breaking them Resources: PMA - Compliance Council Guide - http://thepma.org/project/compliance-council-guide-evaluating-network- compliance/ PMA - FTC Advertising Guidelines - http://thepma.org/project/compliance-council-alert-ftc-guides-updates/ PMA - Retailer Affiliate Agreements - http://thepma.org/project/compliance-guide-retailer-affiliate-agreements/ Canadas Anti-Spam Law - http://thepma.org/project/pma-compliance-council-guide-to-the-canada-anti-spam- law/ PMA - Blogging and New Media Disclosure Information - http://thepma.org/project/blogging-and-new-media- disclosure-information/ PMA - Email Marketing Compliance and Best Practices - http://thepma.org/project/compliance-council-email- marketing-compliance-and-best-practices/ PMA - No Immunity for Affiliate Network with Ability to Control Advertising Process http://thepma.org/no- immunity-for-affiliate-network-with-ability-to-control-advertising/ eAccountable - FTC Updates FAQs for Disclosure - https://www.eaccountable.com/blog/view-from-the-top/view- from-the-top-ftc-updates-faqs-for-disclosure/
12. 12. Going Global The Internet has few boundaries Geo-targeting is getting easier Many advertisers have global appeal Affiliate networks have offices in most major world markets Incredible growth projected . . . India: 500 million Internet users by 2017 (314 million mobile) Almost half of worlds consumers to purchase across borders by 2020 ($1 Trillion) Resources: Times of India - http://timesofindia.indiatimes.com/tech/tech-news/Mobile-internet-users-in-India-to- reach-236-million-Report/articleshow/48155352.cms Internet Retailer - https://www.internetretailer.com/2015/06/16/almost-half-web-consumers-will-buy- across-borders-2020 MultiChannel Merchant - http://multichannelmerchant.com/must-reads/4-key-trends-in-global- ecommerce-growth-10112014/
13. 13. Changing Landscape New . . . Platforms, apps, models, APIs Devices, consumer expectations, market niches Tools (for affiliates and retailers) Rules (social media, attribution, PPC, FTC, more) Standard affiliate models/agreements becoming obsolete? The innovative are often leapfrogging last years winners Testing. Testing. Testing. Never stop testing. Churn is normal enjoy the ride! Resources: PracticalEcommerce - http://www.practicalecommerce.com/articles/76116-3-Affiliate- Marketing-Action-Items-for-2015- Marketing Land - http://marketingland.com/multi-goal-magic-split-testing-software-135611
14. 14. More Hot Topics to Watch Best practices content creation, social media, and SEO Legal developments are merchants liable for affiliate misinformation (and lies)? Risk mitigation: enforcing disclosures and compliance (globally) International environment: politics, currency, language, and compliance
15. 15. We Want to Hear from You! Mike Allen Dave Naffzinger Lisa Picarille Chief Executive Shopper Shopping-Bargains CEO BrandVerity Online Content Strategist LisaPicarille.com @mta1 @davenaff @lisap mike@shoppingbargains.com davenaff@brandverity.com lisa.picarille@gmail.com