Affiliate is Dead: Long Live Partner based Performance Marketing - Matt Bailey
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Affiliate is Dead... Long Live Partner Based Performance Marketing Matt Bailey
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Transcript of Affiliate is Dead: Long Live Partner based Performance Marketing - Matt Bailey
Affiliate is Dead...Long Live Partner Based Performance Marketing
Matt Bailey
Who the devil am I? In online marketing for
over 5 years
Head of Performance at i-level
Chair – IAB Affiliate Council
Passionate about performance marketing
Where we’ve come from
Where are we now?
What is PBPM?
Why I feel it’s vitally important
What does it mean for affiliate marketing?
What shall we talk about?
A fresh perspective
Even more questions
At least one new idea
What do I want you to take away?
Branding vs Acquisition
“We’re getting to the point where 30-40% of online display advertising is for brand building. We’re finally reaching a tipping point that digital has needed for years.”
Guy Phillipson, CEO of the IAB
The old landscape
SILOED
APPROACH
Online Marketing SilosD
ispla
y
SEO
PPC
Affi
liat
e
Convergence of online channels
User behaviour
Understanding of data
Technological sophistication Google
Why convergence?
User behaviour
Understanding of data
Technological sophistication Google
Why convergence?
Courtesy of Specific Media
User behaviour
Understanding of data
Technological sophistication Google
Why convergence?
“Data is the new
oil”Clive Humby, Founder of
dunnhumby
E1
Last Exposure
E2
E3
E4
E5Event type
Display Impression
Display Click
Paid Search
Natural Search
Affiliates
Sale
Courtesy of Dr Martin Lawson
User behaviour
Understanding of data
Technological sophistication Google
Why convergence?
Convergence of online channels
Dis
pla
y
Affi
liat
e
Affiliate brands
PBPM
Partner Based Performance Marketing
Working with an increasing number of
partners on a performance
basis, irrespective of which bucket
they sit in
Control
Transparency
Reactiveness
What is PBPM?
CTR
What are you trying to achieve?
Which partners are best placed to
do this for you?
How do you reward and
incentivise them?
How does it work?
Identify your goals
Breaking down the silos
How do you reward?
What does it mean for affiliate marketing?
Not a single channel
Not a single channelAffiliate Marketing
PPC Content IncentiveVoucher Code Email
Price Comparison
Each type uses a different method to generate traffic and sales
Pull Push
Increased complexity
Top partners
Affiliate segments
Long tail
Bespoke approach
Segmented offering
One size fits all
Who are your top partners?
Traditional affiliates
Search agency
Display partners
Aggregators
Social media
Will partners work on this basis?
How much do I need to pay?
How do we track it?
Potential issues???
Key is identifying and quantifying what you’re trying to achieve
Develop mutually beneficial partnerships
Spend smarter
Challenge the status quo
Conclusion
