how to embrace 2014's all-new marketing channels - dan cohen, tradedoubler & rebecca...
TRANSCRIPT
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How to embrace 2014's all-new
Marketing Channels
October 2014
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Contents
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Introduction
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Introduction
Affiliate Marketing has changed
A simple commission-based, outsourced sales channel has become
• An ideal test environment and hotbed of innovation
But also….
• An established market dominated by a few top players
What does this mean for publishers and advertisers?
This presentation will take you on a journey through the evolving
landscape of affiliate marketing channels and try to answer some
of these questions.
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Affiliate Marketing perspective
The ‘sandbox’ for new approaches
• Term borrowed from IT security: a
restricted environment for testing
unverified code
• The ideal incubator platform
• Lets advertisers try new marketing
approaches until proven and ready to
scale up
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Affiliate Marketing perspective
Dominance of the big brands
• The rise of the Affiliate Brand
• Household names with big ad budgets
• Generate the most sales and revenue
Customers are buying your products… but are they
buying your brand?
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Top challenges facing industry in 2015
• Reliance on ‘the last click’ for commission and reward
– Customer journeys not linear
– Growing role as influencer
– Challenge of attribution
• Reliance on the Affiliate Brand
• Reliance on Business As Usual for sales and revenue –
loyalty, vouchers and discounts
• Reliance on traffic from a small number of players
Where is the innovation coming from?
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New sand in the sandbox
investing in innovation
Social commerce
• Benefits include:
– Measurable value
– Significant traffic volume
– Increases repeat purchases
– Enhance customer loyalty
• Examples include:
Hyperlocal
• Benefits include:
– Localised messaging
– Interest based prospecting
– High conversion
– Value exchange
• Examples include:
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New sand in the sandbox
investing in innovation
In-store activity
• Benefits include:
– Measurable value
– In-store up-sell
– Stock management
– Localised activity
• Examples include:
Programmatic buying
• Benefits include:
– Pre-, re- and post-targeting
– Dynamic adverts
– Scalable
– Immediate
• Examples include:
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New sand in the sandbox
investing in innovation
On-site conversion
• Benefits include:
– Increased conversion
– Increase engagement
– Customisation
– Targeting
• Examples include:
Search retargeting
• Benefits include:
– New Customer Acquisition
– Targeted
– Dynamic adverts
– Scalable
• Examples include:
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New sand in the sandbox
investing in innovation
Video networks
• Benefits include:
– Guaranteed engagement
– Creative
– Social
– Mobile
• Examples include:
Native advertising
• Benefits include:
– Traffic
– Engaged audience
– Collaboration
– Education
• Examples include:
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How can innovative publishers in these fields make
their voice heard?
How can advertisers invest in innovation?
Some top tips for success
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Top tips for publishers
• Find yourself a ‘mentor’ and learn from your peers
• Develop a ‘media pack’ – think of it as the CV for your ideas
• Communicate effectively
• Turn the tables: think of the network as your outsourced
commission-only sales people – and make sure they have the
tools they need
• Create a compelling pitch
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Top tips for publishers
• Do the maths: understand the potential ROI you offer:
– Predicted audience x potential CTR x Advertisers
OSC x Advertisers AOV = Revenue potential
– Revenue potential/total cost = ROI
• Remember: everyone likes cool stuff
– Advertisers may like business as usual, but they also
want to innovate and win awards!
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Top tips for advertisers
• Give your affiliates everything they need to be creative
– Product feeds
– Social space
• Be responsive
• Always be thinking of - and open to - new ways of reaching potential customers
• Test new ideas
– Its not a mistake to fail – but try to fail fast
– Learn from every experience
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Top tips for advertisers
• Challenge your network to focus on affiliates that
deliver the mid and long tail
• Invest in innovation
– Any budget you can set aside will reap immense
benefits
• Issue RFPs to publishers to inspire creative thinking
– Seasonal campaigns
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What we do to foster innovation:
The Zoo Project
• Started in 2012 – now in 3rd phase
• Incubator for entrepreneurial publishers with great ideas
• Dragons’ Den-style selection process
• Office infrastructure provided
• Business and affiliate mentors
• Access to clients
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LUX FIX
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Who is LUX FIX?
LUX FIX unites the UK’s best independent designers in
one easy-to-shop website
What makes LUX FIX unique?
• Exclusivity
• Expertise
• Affordability
• Age Appropriateness
The challenge: To build our fledgling business and
reach the right audience
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Who is our customer?
Our aim is to become the first destination for 30–65 year
old, AB demographic women looking for an alternative to
mass-market brands
Where does this customer get her fashion inspiration?
• Fashion magazines
• Fashion websites
• Personal recommendations
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Using performance to find her
We have a permanent home on the
Telegraph Fashion’s homepage that leads
to a co-branded version of the site
Relationships with
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The Zoo effect
We wanted to find the right mentor and support system to grow our business
• Technology
– Tradedoubler allowed us to plug into robust, well financed tech and also get
advice straight from the brains that built it
• The network
– Once we had established our audience, we used Tradedoubler's connections to
help us access them via publishers - from best practice in showing our product
to negotiating terms
• The human network
– The Zoo brought us together with other start-ups
– Opportunities to share knowledge and swap skills.
– From media coverage to the developer who built our first responsive site
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How can you get involved?
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Interested in joining the Zoo?
• The next round of our incubator programme gets underway in 2015
• We encourage and welcome all applications
• If you have a good idea and we can help to make it happen - please get in touch today!
http://bit.ly/TradedoublerZooProject
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If you remember nothing else…
• Publishers
1. Build a wish list of your ideal clients
2. Get in front of them
3. Sell them the figures
4. Repeat steps 2 and 3 until complete
• Advertisers
1. Be flexible
2. Encourage innovation
3. Complement business-as-usual with cool stuff and awards
4. Get an innovation budget – and spend it