Welcome to…

Paying for Performance: Managing Web Affiliates in a

Multichannel World

Moderator:

Jeff Molander

Agenda

• Meet the Panel

• State of the Industry (Brief!)

• Panel Discussion

• Your Questions

Angel Djambazov

Amanda Watlington Ph.D., APR Principal

Searching for Profit Inc.

Craig Flax Formerly VP, Marketing Flax Art & Design

Founder, GoodThingsGreen.com

Your Moderator…

Jeff Molander CEO

Sales LeadsSales Leads

Sales TransactionsSales Transactions

SubscriptionsSubscriptions

Quick History

• 1995 – 1998: Web Adv Emergence• 1999 – 2001: MCM Gold Rush• 2001 – 2002: Dot Bomb Shakeout• 2002 – 2005: Glory Days• 2006 – 2008: Affiliate Shakeout!

Survival of the fittest!

• Search Marketing

• eMail

• Co-registration

• Comparison Shopping

• Loyalty Shopping

• Steals & Deals

• Content Rich (FatWallet.com)

• Search Marketing

• eMail

• Co-registration

• Comparison Shopping

• Loyalty Shopping

• Steals & Deals

• Content Rich (FatWallet.com)

Key Trends:2008

• Maturation

• Measurement (better)– DR-driven– Path-to-purchase– New ‘success yardsticks’

• Conflict– Competition within same venues (search)– Loyalty

• Re-alignment – Expectations

(marketers and affiliates)– Efficiency trumping effectiveness– Incremental sales / leads

• Convergence – Re-defining “performance”– CPA+CPM+CPC + Behavioral targeting– Increased scale-ability for CPA

We are not gladiators in the arena …

MCMs Affiliates

But rather multi-channel lovers

MCMs

Affiliates

Competitive Environment

• Your Search Marketing Affiliates

• Competitors’ SEM Affiliates

• Comparison Shopping Engines

• Social Media ??

We can maximize sales & profits

only by working closely together

The fruit of our love (sales) will

quickly start growing UP

Historical Innovators

Risk Takers

Testers

Optimizers

BUT…

Affiliates

Panel DiscussionandQ&A