communication breakdowns and the route towards a publisher first approach_anouk de lange

Publisher First ApproachCommunication Breakdowns and Route

45 minutes Presentation Q&AInsights Case Study

Publisher First Approach #PMILDN #TradeTrackerCPT #Anouk_TTUK

Today’s Session

#PMILDN

#TradeTrackerCPT

@TradeTracker_UK

@Anouk_TTUK

‘‘An honest interpretation on the data-sharing debate. Why are

publishers typically left out of the frame, and how can they get

(back) into it.

Key tips and tweaks on gaining competitive advantage

’’

Today’s Session


Introduction

Hello

Intro

Know Your Audience

Optimum Partnership

Summary

Introduction

- Not enough to just ‘DO’ Affiliate Marketing

Implement campaigns:

Strategic

Proven

Decisive

It’s about people The entire funnel!


Hello

Intro

Know Your Audience

Optimum Partnership

Summary

Born

Sales

2005 2006

Digital

LaGardère Media

2011

SalesDirector

ShopsAnything

2013

Yieldify

2014

£££

Today

TradeTracker Retirement

Anouk de Lange, Head of International Sales


Hello

Intro

Know Your Audience

Optimum Partnership

Summary

So in short…

Advertiser

Agency

Market Place

Publisher

Network

10 years of Multi-Disciplinary,

and Cross-Border

perspective


Let’s Start

Contents

Intro

Know Your Audience

Optimum Partnership

Summary

More demanding

More knowledgeable

More spend-savvy

More independent

14%Of UK physical stores are

empty today+10K

Retail stores closed in

Belgium last year alone

Knowing your audience


Contents

Intro

Know Your Audience

Optimum Partnership

Summary

28%

95

%

Of UK digital brands work via one network only

Of all online sales are made with the help of more than one publisher

69%

65

%

Of UK citizens over the age of 65+ have shopped online

Of UK brands are currently unhappy with their publisher choices via

performance marketing networks



- UK shoppers who shop via multiple publisher types have +24% life-time value

Contents

Intro

Know Your Audience

Optimum Partnership

Summary

- What is bought?

- When?

- For how much?

- How?

- Why?Publisher Network



Publisher Network

Contents

Intro

Know Your Audience

Optimum Partnership

Summary1. Publishers have a powerful position in the data-sharing debate

Transparency

Communication

Results

2. Advertisers/Agencies, need those questions answered meaning it’s not a good

idea not to share information to come to a correct answer

It’s About People


Get In

Contents

Intro

Know Your Audience

Optimum Partnership

Summary

It starts with the Advertiser

£¥$€

1. Publisher Commissions

3. Agency Fees, etc.

2. Network Commissions

Publisher First: the Optimum Partnership


Advertiser Tools

Contents

Intro

Know Your Audience

Optimum Partnership

Summary


Publisher Tools

Contents

Intro

Know Your Audience

Optimum Partnership

Summary


Publisher Tools: What We’ve Seen

Mainly content sites?

Use online tools

Check which sites are similar to yours and invest in additional content

Contents

Intro

Know Your Audience

Optimum Partnership

Summary

Mainly bloggers?

Your visitors like to read your opinion, give a more personal touch to your website

Review sites?

Your consumers are still not sure if they should buy through you.

Try to send them deeper into the decision making process

(by adding scores, reviews or “experiences” to your site as well).


Publisher Tools: What We’ve Seen

Mainly comparison sites?

People tend to compare more, add search boxes/functionalities to your site

Contents

Intro

Know Your Audience

Optimum Partnership

Summary

Mainly voucher sites?

Focus on deals? Push the sales of your main campaigns or check their pages for

current good deals and write about these

Mainly cashback sites?

Try to create urgency with your sites, for example by stating this product sells out

soon probably (or some other form of urgency). Get the customer to convert faster?


User Case: TUI Travel

- Which affiliates initiate, assist and convert?

Contents

Intro

Know Your Audience

Optimum Partnership

TUI Travel

Summary

- What’s the relation between different publisher types?

- How loyal are visitors to individual affiliates?

TUI & Conversion Path Tracking

- How can we trigger initiating & assisting affiliates in a last-click-wins model?


TUI Travel: Conversion Paths

Contents

Intro

Know Your Audience

Optimum Partnership

TUI Travel

Summary

4 pages

Index site visitors purchase quickest,

…but visit the most pages

47min

38% of sales with a last-minute deal site, are single touchpoint sales

of meta-search affiliates, are overwritten by other affiliates<1%



Contents

Intro

Know Your Audience

Optimum Partnership

TUI Travel

Summary

Increased the conversion path by pages visited by 7%

Decreased the touch points & total time per sale by 11%

Conclusion over 12 months of data:



Contents

Intro

Know Your Audience

Optimum Partnership

TUI Travel

Summary

Growth in niche-content sites

Less traffic from price comparison sites

Conclusion over 12 months of data:

Traffic from feeds & banners a lot less, but conversion a lot higher

Consumers are pridominantly site type loyal, meaning canibalisation

appears most amongst publishers of the same site type


Summary

Publisher First

Contents

Intro

Your Audience

The Debate

Summary

Advertisers:

Releasing dependency on your top 20% publishers is about

exploring and understanding the complete consumer

purchasing funnel by openly communicating to and with your

affiliates


Publisher First

Contents

Intro

Your Audience

The Debate

Summary

Publishers:

Gaining competitive advantage and having your voice heard

is about Testing, Tracking, Comparing & Understanding your

role in the purchasing funnel


Publisher First

Contents

Intro

Your Audience

The Debate

Summary

Optimum results = Knowing who knows your audience

It’s about people


Anouk de Lange

Head of International Sales

+44 (0)203 397 7293

[email protected]

Email for a free copy of this presentation & TUI case study

(at Stand No. 13)

Contents

Intro

Your Audience

The Debate

Summary

#PMILDN #TradeTrackerCPT

@TradeTracker_UK@Anouk_TTUK


See you!

Q&A


[email protected]