Steering The Affiliate Ship During A Sea Change
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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Actionable insights for exploring the industry’s shifting tides: selecting partners to keep a ship running smoothly, exploring uncharted waters of mobile and social, navigating with tools & analytics.
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Steering The Affiliate Ship During A Sea Change
- 1. Steering the Affiliate Ship During a Sea Change Brian Marcus Director, Global eBay Partner Network
- 2. INDUSTRY SEA CHANGE: Navigating Shifting Tides 2Navigating the Industry Sea Change TOPICS OF DISCUSSION: • Affiliate Marketing Today – the tides are turning • Welcoming Opportunity – weathering change • Finding Your True North – and navigating toward success
- 3. INDUSTRY SEA CHANGE: Affiliate Marketing Today • Advertisers are becoming more customer-focused • Affiliates are working with advertisers differently • Rapid advancements in technology 3Navigating the Industry Sea Change
- 4. INDUSTRY SEA CHANGE: Capitalizing on market growth 4Navigating the Industry Sea Change Forrester estimates a $4.5B growth by 2016 Advertisers are starting to CAPITALIZE on emerging trends So should YOU
- 5. OUR ECOSYSTEM TODAY 5Navigating the Industry Sea Change 5 Buyers CUSTOMERS Sellers PublisherseBay Helping customers achieve their goals Getting a deep understanding of customers ePN helping publishers achieve their goals
- 6. Inspire Sell Inform Purchase Personalization Global Options Mobile Capabilities Ease of Use 6 FINDING TRUE NORTH: It starts with the customer Navigating the Industry Sea Change
- 7. Navigating the Industry Sea Change 7 Advertisers are capitalizing on: Reporting and data Tracking & payment platforms Cross-border opportunities INDUSTRY SEA CHANGE: Journey beyond borders
- 8. Navigating the Industry Sea Change 8 Allowing for better customer segmentation and determination of traffic value INDUSTRY SEA CHANGE: Focus on expansion Advertisers have begun to: Tools IMPLEMENT Data GATHER Behavior PREDICT
- 9. EXPLORING OPEN WATERS: Tools at your fingertips Navigating the Industry Sea Change 9 Platforms Make Informed Decisions Big Data Reports Predict Customer Behavior Frequency Landing Pages Categories Act on Information
- 10. EXPLORING OPEN WATERS: Harness the power of technology More Buying Opportunities Mobile • APPS, MOBILE WEB • TRACKING 10Navigating the Industry Sea Change Social • LEVERAGE CURRENT SOCIAL NETWORKS • IMPLEMENT EMERGING SOCIAL CAPABILITIES Multi- channel • ONLINE/OFFLINE TRACKING
- 11. Navigating the Industry Sea Change 11 EXPLORING OPEN WATERS: Capitalizing on emerging trends Coupon programs Loyalty Programs Pilot programs
- 12. Navigating the Industry Sea Change 12 VALUE • APIs • Forward thinking products • Respected brand CHOOSING YOUR CREW: What’s important to you? • Transparency in industry changes • Focus on publisher collaboration & communication • Survey results • Quality of advertisers/more reward • Tools and guidance to drive results • Secure place to do business COMMUNICATION OPENNESS
- 13. Navigating the Industry Sea Change 13 ADJUSTING YOUR SAILS: Toward navigational advancements Setting TARGETS & GOALS Payment MODELS & INCREMENTALITY Exploring UNCHARTED TERRITORIES
- 14. CREATING A BETTER CUSTOMER EXPERIENCE TEAMWORK THROUGH TRANSPARENCY MUTUALLY BENEFICIAL RELATIONSHIP LEVERAGING TOOLS AND OPPORTUNITIES EMPOWERMENT TO SUCCEED Navigating the Industry Sea Change 14 NAVIGATING THE SHIP TOGETHER
Notas do Editor
- -Industry examples (touch on industries that have undergone similar sea changes and came out more successful, etc.)-What advertisers are doing specifically to remain competitive-Briefly touch on tools/information (will get into more in later slides)
- -Discuss Forrester study significance-Affiliate marketing is not going away—only getting bigger/better-How advertisers are positioned to capitalize on emerging trends-Why it’s important to also jump on the emerging trend boat so as not to be left behind; the way the industry is moving is beyond our control so it’s important to adapt
- -View of customer – McKinsey – more advertiser-centric: how to work within this model – “not your customer/not my customer- our customerThis is what customers want, and we’re starting to see advertisers put themselves in a better position to capitalize on emerging trends -Mobile - new players in tracking - impact radius, etc. -tracking for mobile/social (get into more on next slide) - Social -Global opportunities easier than ever -More advanced tools/data/analytics
- -Offer examples-Global buying hub-13 regions-Not just NA-Tracking/reporting/payment global in nature-Data views-Building out new geographies (mobile - confirm)
- -Thinking about growth, traffic sources -Giving people more credit for more difficult behaviors -Why we care -Other programs
- -More advanced tools and analytics available-Use to better understand and position your business based on trends-The information/data has been collected, now is the time to mine-As moredevelopments happen, we will push out to publishers -Sharing this info so publishers can better optimize andpredict consumer behavior – so everyone wins!-Making data actionable – how do we use this data to make better choices?Ex: purchase frequency, categories, platformJohn – publisher actionability (ex. landing pages across publisher types)
- -Are you using all of the channels available to you?-What does your current social platform look like? -New social platforms emerging seemingly daily – Vine, Instagram, Pinterest, Twitter, Facebook -Discuss best practices/publishers using social media effectively-Use social channels to your advantage – announce offers, generate interest, etc.
- -Omni-channel-Coupon programs-Loyalty programs-Trends: testing, piloting, A/B tests, investing more in ways to drive value-Retail Me Not-Stats
- -Choosing a network that works with your niche and business model-In our surveys… -True North/Values – what do you believe in (where does your compass point), standards, who is the network partnering with (other advertisers) – network is a reflection of the audience, this is what we value -Openness & transparency, ease of use, simplicity, scalability -Sub-affiliates, third parties – mobile, social, tracking, online/offline, attribution, reporting Examples of third parties – ecosystem is growing, more players, all the other pieces that fit into the infrastructure of the industry – private programs
- -Adjusting Your Sails (Navigational Advancements) / Adapting to new program models & opportunities; leversSetting targets & goals – the buoy Payment models/incrementalityCross Border Trade / Global expansion to new territoriesPaying on Seller Acquisition C2C – pay on seller acquisition – Q3New Landing Pages (Hybrid Landing Page) – A/B testing – McKinsey study, better conversion ratesCategories/verticals/seasonal(maybe these are all photos/graphics, one comes up at a time w no words – a bouy or lighthouse, then buried treasure, then maybe the bermuda triangle or something)