Affiliate & Change
Evolving the affiliate model for today’s clients
Michael Brandy, Head of Technology UK & Ireland, Tradedoubler
“In the struggle for survival, the fittest win out at the expense of
their rivals because they succeed in adapting themselves best to
their environment.”
Charles Darwin
A brief history of
affiliate marketing
The beginning, the emergence of
affiliates companies as we know
them and the arrival of affiliate
tracking companies
Mature European markets
Across France, Great Britain and Germany
the projected growth in these markets will
very much be focused on performance
based marketing
Traffic volume
How technology is being used
Technology
TOP
TIER
10%
MID
TIER
20%
Network
LONG TAIL
70%
Number of partners/%/maturity
Many different layers to affiliate marketing
PUBLIC AFFILIATE PROGRAMME
Operating with the mid and long
tail of the programme
PRIVATE VIRTUAL NETWORK
Closed network of publishers
managed by client
TRACKING SOLUTIONS
Track, measure and report performance
of your online media channels
Affiliate
Program
Public
Network
Private
Network
Tracking
Solutions
Community
Gifting
The potential to use
groups in your
technology solution?
PPC
Brand
Advocacy
Social
Video
AM Sandbox
Retargeting
Remarketing
Virtual
Currency
Group
Buying
Mobile
Market trends
•
Increased trend towards Merchants and Agencies running their own affiliate
marketing programs
•
Third Party affiliate networks becoming larger and increasingly looking to
accuracy of tracking
•
Experimentation in Mobile and Social
•
Companies looking to reduce cost and focus on core business by outsourcing
technology
•
Online sales becoming a greater and more cost effective channel RE: Black
Friday vs. Cyber Monday
Market trends
• France and Germany to see
12% growth in online retail
sales between now and 2016
• The UK to see an 11%
increase
• Performance marketing the
key factor behind this
increase
Forrester Research Online Retail Forecast, 2011 to 2016 (Western Europe)
Summary
The affiliate
channel is
becoming
more advanced
•
Targeting and optimisation have
become top priorities for our top 20
Private network clients
•
Mobile is not far down the list
•
The ability for User Journey analysis
and click attribution is an on-going area
for review
•
A salesforce becoming further aligned
with your objectives