top 5 mistakes in mobile affiliate marketing
DESCRIPTION
The mobile space is exploding and affiliates need to avoid mistakes and move quickly to generate revenue. Discuss practical case studies and learn from our real-life client examples. Experience level: Beginner, Intermediate, Advanced Target audience: Affiliate/Publisher, Merchant/Advertiser Niche/vertical: Mobile Jeff Stevens, Director of Sales, DirectTrack (Twitter @jstevnz )TRANSCRIPT
The Top Five Mistakes in Mobile Affiliate Marketing
January 2013
Jeff StevensDirector of SalesDirectTrack / Direct Response Technologies
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DirectTrack: Our point of view.
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POWERING:
Affiliate Networks
Display Networks
Tier-1 Brands
High-Volume Publishers
Mobile Marketers
Social Media Marketers
Channel Partner Programs
Annually, DirectTrack Accounts For:
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“Up to 30% of all clicks tracked are being generated from a mobile device or tablet.”
Mobile Marketing Landscape
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Affiliate Challenges: App Overload
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“26,000 applications were submitted to the iTunes App store in each of the first seven months of 2012.” -
That’s a lot of Apps!
Affiliates must choose a Cost Per Install (CPI) App offer carefully or risk being burned.
Ask the right questions, and use the same vetting process that you would use for traditional affiliate offers.
Affiliate Challenges: Mobile vs. PC
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Mobile users and PC users are effectively now one and the same. The user experience of all affiliate driven offers should account for this fact.
Traditional Email Marketing: “We have seen upwards of 40% of clicks driven by a mobile device rather than a PC when an offer is sent via mass email”
Affiliate Opportunity
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Affiliate Mobile Opportunities Go Beyond Apps
Ensure that ALL offers are properly formatted to accept a mobile user click.
Test the offer end to end on both PC, mobile handheld, and tablet.
Thrive From Others’Past Mistakes!
Issues and Risks
Mobile Device Recognition Upon Redirect1
COMMON MISTAKE:Rely on the advertiser (or App developer) to handle device recognition at the landing-page level.
SOLUTION:Affiliate and network controls landing-page optimization at the redirect level.
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PC and mobile users sent to one shared
landing page
Low conversion rate due to poor user
experience
All parties in transaction chain suffer
Mobile Device Recognition Upon Redirect1User Receives
Email and ClicksTracking System Identifies Device
Redirects User to Device-Specific
Landing Page
Conversion Tracked
Successfully With Shared Tracking
Code
Confirmation Page
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Mobile Device Recognition Upon Redirect1Navigate Here: http://pdt.directtrack.com/test
From PC From Mobile
Arrive at http://www.google.com Arrive at http://m.yahoo.com
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Poor App Tracking User Experience2
COMMON MISTAKE:The affiliate offer uses a “web page pop” back-door tracking mechanism to track an App install.
SOLUTION:Ensure the App install is using a “fingerprint” tracking method with formatted SDK. Ensure tracking occurs without affecting user experience.
Issues and Risks
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Tracking becomes 100% reliant on end user
Loss of tracking accuracy
Affiliates and networks fail to collect on commission
rightfully owed
Poor App Tracking User Experience
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2
USER EXPERIENCE USER CLICKS App STORE INSTALL
Web Browser Loads
Poor Tracking Accuracy. Reliant on User.
User Taken Back to App
Lack of Post-App Install Tracking
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3
COMMON MISTAKE:Affiliate Cost Per App Install (CPI) offers that lack post-install payout opportunities. Awareness that these opportunities even exist.
SOLUTION:Use technology to track and pay affiliates on transactions that occur after the initial App install.
Limited affiliate earning opportunities
Networks lose affiliates to competition
Loss of user Lifetime Value (LTV) analytics
Issues and Risks
Lack of Post-App Install Tracking
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Traditional CPI App Payout
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Post App-Install Payouts
App UpgradeIn-App
Purchase
Issues and Risks
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4 Failure to Use Mobile Ad Rotators
COMMON MISTAKE:Relying on one creative to generate conversions without split testing or optimizing.
SOLUTION:Use mobile ad rotators to ensure the highest performing creative is being served across all channels.
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“All eggs in one basket” approach
produces lower conversion rates
Lack of optimization means less commission earned by affiliate and
network
Lose advanced targeting controls at
creative level
Mobile Ad Rotator: Targeting
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Mobile Ad Rotator: Inventory Management4
1. .
2. .
3. .
4. .
5. .
Ads in rotation: Mobile publisher landing page:
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Mobile Ad Rotator: Optimize on Performance
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1. .
2. .
3. .
4. .
5. .
Views Clicks Revenue
1 million 40,000 $650
1 million 26,000 $910
1 million 11,000 $250
1 million 82,000 $2,000
1 million 31,000 $4,200
Optimized based on revenuegenerated per creative
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Issues and Risks
Lack of In-House Mobile Performance Tracking5
COMMON MISTAKE:Engaging in mobile marketing efforts without an in-house mobile tracking platform.
SOLUTION:Use a tracking engine to serve as the hub for all mobile-related traffic buys and affiliate-tracked transactions.
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Lack of control – spend, optimization,
ROI, attribution
Will “throw spaghetti at the wall and hope it sticks”
Loss of centralized reporting for all mobile
marketing channels
Lack of In-House Mobile Performance Tracking
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Mobile Ad Networks Affiliates Social Media
Mobile Distribution Channels
Central In-House Tracking Engine
Value GainedReal-Time Tracking
Mobile Channel Attribution Mobile Analytics
Affiliate PerformanceSocial PerformanceAd RotatorsOptimization
Conclusion: Takeaways
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• Affiliates: Mobile users must be accounted for in all scenarios going forward. Force the network or advertiser to make changes to optimize for a mobile experience.
• Networks: Arm yourself now and stay up to date with the latest in mobile-tracking technology. Late comers will be bypassed.
• Advertisers / App Developers: The affiliate channel will fast become one of the most cost effective and productive mediums for generating user installs. Prepare now.
Twitter - @jstevnz
Booth #223/225
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