Full Speed Ahead: Accelerating Your Program
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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: Sustained growth for large programs requires focus, discipline and creativity. How do you steam forward to build and maintain your competitive edge while avoiding the headwinds and other obstacles?
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Full Speed Ahead: Accelerating Your Program
- 1. Full Speed Ahead: Accelerating Your Program Brian Marcus Director, Global eBay Partner Network
- 2. Full Speed Ahead: Accelerating Your Program 2 The eBay Steamliner 149M active eBay buyers $62B ECV in Q2 Mobile up 68% YoY$12B in mobile revenue in Q2 Mobile = 20% of volume 260M+ mobile app downloads to date 6.6M new customers acquired via mobile in Q2 Cross-border trade = 22% of ECV in Q2 300k ePN websites
- 3. Full Speed Ahead: Accelerating Your Program 3 …it’s a journey, not a sprint Building an enduring, high-growth affiliate program…
- 4. Full Speed Ahead: Accelerating Your Program 4 Our Ecosystem Today Buyers CUSTOMERS Sellers PublisherseBay Helping customers achieve their goals Getting a deep understanding of customers ePN helping publishers achieve their goals
- 5. Navigating the Industry Sea Change 5 ACCELERATE And FINE TUNE PATCH any HOLES REPOSITION to CATCH WIND The Journey STAGE ONE STAGE TWO STAGE THREE
- 6. Accelerate: Optimizing and Scaling 6Navigating the Industry Sea Change MULTI-CHANNEL MULTI-DEVICE GLOBAL BUSINESS MODELS
- 7. Navigating the Industry Sea Change 7 ALLOCATING RESOURCES ALIGNING ROADMAP FUELING EXPANSION Fine Tune: Charting the Plan RALLYING THE CREW REMOVING ON-BOARDING FRICTION
- 8. Navigating the Industry Sea Change 8 Fine Tune: Building a Tailwind ACTIVATE AND ENGAGE IDENTIFY GAPS AND OPPORTUNITIES STRENGTHEN THE PIPELINE
- 9. Navigating the Industry Sea Change 9 Identify Gaps & Opportunities MOBILE EXISTING PARTNERSHIPS PILOTS
- 10. Identify Opportunities: Hybrid Landing Page Pilot 10Navigating the Industry Sea Change BeforeAfter
- 11. Full Speed Ahead: Accelerating Your Program 11 Identifying Opportunities: Mobile 22% of web traffic is via a mobile device $20 billion generated by eBay in 2013 through mobile devices 22% of the global population owns at least one mobile device 40% of GMV in Q4 2013 involved a mobile touch point 18% of ecommerce sales are delivered through mobile devices
- 12. Full Speed Ahead: Accelerating Your Program 12 Identifying opportunities: Mobile Publisher Mobile App Publisher mWeb AUTO REDIRECT mWeb App
- 13. Navigating the Industry Sea Change 13 Strengthening the Pipeline UNIQUE PARTNERSHIPS RECRUITMENT NEW BUSINESS MODELS WORK WITH STRATEGIC PARTNERS REINVEST IN PUBLISHERS
- 14. Navigating the Industry Sea Change 14 Activate & Engage: Demand Meets Supply SOURCING ADVERTISER INVENTORY MATCHING SUPPLY WITH DEMAND UNDERSTANDING WHERE TO ADVERTISE UTILIZING TOOLS TIMELY, RELEVANT OFFERS
- 15. Navigating the Industry Sea Change 15 Activate & Engage: Use Pricing as the Rudder TESTING INCREMENTALITY UNDERSTANDING OUTCOMES CUSTOMER LIFETIME VALUE PRICING SIGNALS
- 16. Navigating the Industry Sea Change 16 Role of the Publisher FILL THE GAPS EXPLORE NEW AREAS EXPRESS STRENGTHS FIND THE BEST FIT BE CLEAR ABOUT NEEDS BE A STRATEGIC MARKETER OPERATIONALIZE OPPORTUNITIES WORK AS A TRUE PARTNER
- 17. Navigating the Industry Sea Change 17 Questions
Notas do Editor
- 149 million active eBay buyers (current) $62 bil ECV (Q2) Mobile up 68% (YoY) $12 bil in mobile revenue (Q2) Mobile = 20% of volume (current) 260 million+ mobile app downloads (to date) 6.6 mil new customers acquired via mobile (Q2) Cross-border trade is 22% of ECV (current) 300k ePN websites (current)
- For large programs, it’s a journey – not a sprint
- In Q1 2014, eBay Marketplaces reported 145 MILLION active buyers worldwide $212 billion in commerce in 2013 More stats: http://www.ebayinc.com/in_the_news/factsheets
- Stage one For us was to fundamentally look at the program holistically, top to bottom. Our first step was to rebuild our team with the right talent (2013), reaffirm our Value Proposition… fill in the big holes in our program. In our case it was policy and pricing Stage two Find your growth drivers… do a lot of research… understand your levers and start to test them. In our case, it is small scale (via pilot), prove it out, measure it. Stage three Refine your processes, automate and scale.
- Optimize then scale eBay and other large advertisers are starting to move full steam in areas that were previously unreachable Multi-channel – marketing channels, social
- Being successful includes taking a holistic view of the journey -Aligning roadmap with top priorities -Fueling expansion of and investment in partners that can best help propel -Rallying the crew to build the “A” team of publishers -Removing on-boarding friction -Curating to match the right offer with the right publishers
- Getting into the hull to mine insights into how move nimbly when changing directions. -Here are some opportunities we have identified and how publishers can get on board: -Strengthening the pipeline -Identifying gaps/opportunities -Activation and engagement
- Mobile App Landing Page Datafeed (Custom) Offer Selection and Testing Curation -Small advertisers can fail and try something else - large advs have to start off small to prove value, justify capabilities, scale up -Have to show that there’s something scalable/generalizable -Viglink pilot/results; any other examples -Big idea with high velocity, requires development and time -Tracking -Customer journey -Hybrid landing pages
- By developing a mobile strategy that enables you to deliver a seamless experience across any device, you’ll be more likely to increase reach and conversions, thus increasing your affiliate earnings. eBay Marketplaces is a leader in mobile commerce. No other commerce provider has delivered as many innovations across as many devices in as many countries as we have. Top opportunities based on eBay mobile sales 22% of ePN publishers say mobile is the most important factor in their 2014 growth strategy 57% of ePN publishers have a mobile-optimized site 29% of those without plan to implement a solution within the next six months* *results of ePN publisher survey
- Pilots & scaling -Mobile-optimized pages, responsive design -App to app, cross-device Tracking Customer Journey Landing Pages
- -Recruitment: large advertisers have more scrutiny on bottom line, types of tactics – you can paddle faster but won’t get much speed – focus on proactive engagement i.e. top reasons to join ePN, emails, 1:1 outreach, mass marketing, targeted emails -New business models (i.e. loyalty – expanding view to how to make it work with different business models. Not “do” we work with x, but “how” do we work with x). -Unique partnerships i.e. SAP Pilot -Reinvesting in publishers / business models best for growth -Working with strategic partners (i.e. ePN + EEAN), cross-promoting
- -Role of the advertiser to make the best use of the traffic that gets sent from publishers -Understanding publisher requirements and what they need to be successful -Working with publishers to customize solutions, bending rules when it makes sense -If you’re willing to get creative, you can blaze new trails -Looking at the entire customer journey -Hybrid landing pages -A/B testing -Conversion optimization -Offers, inventory -Matching supply with demand to make sure you’re complying with the needs of your publisher -Understanding where we can advertise (ex: SlickDeals homepage, what works for the customer) -Sourcing advertiser inventory (ex: deals adjusted to time zones, what is a hot deal, calls to action, etc) -Timely/relevant offers -Tools (i.e. feeds)
- How you price steers what you get – pricing is rudder/lever Four steps - Understanding what actions/outcomes you want, customer lifetime value, testing incrementality & incentives, providing publishers with pricing signals – what do you want them to promote Incrementality: Transaction would NOT have happened without a click Incrementality is NOT: lift: How much more traffic/sales did the marketing drive? Attribution: Which source is responsible for a sale? -More to it than just driving volume -What is a publisher going to do to drive incremental growth? -Going big requires work and effort: big effort + big programs = big payouts -Requires a deep understanding of advertisers valuation model, how we look at incrementaility -New realities of a changing industry -Ex: verticalized sales and events – sharing offers on a more targeted, personalized view. Which pubs are driving higher than average sales, provide specific/direct offers
- -Understand that advertisers are looking to work with specific pubs that get them access to audiences where they have gaps -Be willing to explore new areas – pilots. -Be willing to express what assets/strengths you have best work with advertisers/networks -Research and join programs that best fit -Be clear about your needs and when you need it, how you need it, how advertisers can adapt processes for you -Be a strategic marketer and think about the entire process - targeting, knowing your audiences -Operationalize the opportunities: Prioritize key opportunities in the development cycle -Work with advertisers as true partners -Publishers of any size can benefit as long as they are working with the right networks/advertisers in mutually beneficial, incremental ways