what the affiliates say
DESCRIPTION
The results of bigmouthmedia's 2010 Affiliate Survey, bundled with some affiliate insights, for a presentation at Technology for Marketing & Advertising in Earls Court, London, in March 2011.TRANSCRIPT
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What the affiliates say…
2nd March, 2011
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Quick introductions
• I’m Andrew Girdwood• Media Innovations Director at bigmouthmedia• That means international digital marketing• Also an affiliate• http://about.me/AndrewGirdwood
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Why would we care?
• £4,500,000,000 in e-commerce sales in 2010 [Econsultancy]
• That’s about 9% of all online sales (~£55bn) [Capgemini]
• CPA has been relatively stable while CPM has been erratic
• Social media• The expanded ASA remit
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Top affiliate verticals
1. Retail2. Travel3. Finance4. Gaming5. Telecommunications
Date: 2008
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The bigmouthmedia affiliate survey
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Which networks do affiliates like?
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Wait, does it matter...
• Most affiliates follow the programs; not networks – unless the network is really bad.
• 72% of affiliates think there is a fraud problem in UK networks.
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What do affiliates want most?
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Improve your conversion• Higher commission could well mean paying more for the same
results.• Higher conversion means;– Improved ROI– Happier affiliates– A campaign that attracts more affiliates– A campaign that indices affiliates away from competitors– A growing affiliate campaign
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Communication!
• Grumble #1 – Not enough communication• Grumble #2 – Too much communication– This is really “too much off topic” communication
• Tip: Think about how affiliates communicate
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Creatives and Banners
• Display banners are not affiliate banners• Keep banners up to date and be prepared to help produce
banners for affiliates• Tip: Tie the production of bespoke banners into a wider cross
digital marketing campaign; ie, a social media push around a niche.
• Make sure affiliates know the appropriate use of banners in relation to ASA regulations.
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• Junk banners are a drain.
• Costs more money to leave them in place than to take them down.
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Creative and Content
• “Creative” just not mean banners, though;• Feeds– These are important, often done wrong
• Content– Can you write for affiliates?– Can you provide them with timely press releases?– Can you give them infographics?
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• 76% of affiliates think they are better digital marketers than the merchants they work with – ouch!!
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Why is that?
• 5 responders to the survey claimed to be making more than £50,000 per month on affiliate marketing.
• Top four opportunities identified by affiliates in 2010 where:– Mobile marketing– Location-based marketing– Video advertising– Augmented reality
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Weakness: Ad Exchanges
• 46% of affiliates thought Ad Exchanges were out of their reach.
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Social media
• Let your affiliates know about any buzz, viral or social media campaigns you are about to run
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Warning: ASA regulations
• User generated content – out of scope• Social media – in scope• Content adopted by marketers – in scope• Affiliates? – erm, um, probably shared responsibility
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The Future
• Brands thinking more about affiliates & ASA• Affiliate networks challenged to be either– Open and easy with their data– Walled gardens
• General affiliates becoming bigger• Niche affiliates becoming more significant in their
niche– This includes platform niches like AR or connected
TV