Download - IAB Performance Marketing Seminar: July 2011
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Understanding the True Value of Affiliate
MarketingHelen Southgate
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IntroductionAffiliate Marketing Today
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Affiliate Marketing is not just a Sales DriverDevelopment of the channel crosses other disciplines
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A Microcosm of OnlineAffiliate spans all areas of online marketing
Affiliate Marketing
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The Sales FunnelDevelopment of the affiliate channel has led to affiliates being more than just last click drivers
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Attributing Value to AffiliatesHow can you measure the value of affiliates?
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Value of Sales by RTMAffiliates proven to drive high average sales value
Aff
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Sales Value by AffiliateVoucher sites generate highest average sales value
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Quality Varies by Individual AffiliateAffiliates in the same sector do not have the same behaviour
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Looking beyond new customer acquisitionAffiliates can be leveraged to drive additional value other than at initial acquisition
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The Brand Halo AffectAffiliates are proven brand awareness drivers
• Takeover of affiliate website plus partner sites
• 54 direct sales generated whilst 470 have been influenced
• Brand Halo Effect
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Brand Vs VolumeBalancing brand fit Vs sales volume
High Number of Sales
Low Number of Sales
Weak Brand Fit Strong Brand Fit
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Summary
• The Affiliate Channel is a microcosm of online and therefore more than just a sales channel
• Your KPIs should transfer into your affiliate strategy
• Affiliates within the same sector do not show the same behaviour
• There is growth potential within retention and existing customer strategies – big shift change
• Data is king