Marketing democracy has arrived

Dorin Boerescu CEO 2Leva, 2Performant

21st february 2013 interactive-seminars.com

“Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. ”

wikipedia

Dorin Boerescu• 39, married, 1 child• Serial entrepreneur – 2 exits, 2 failures, still holds

shares in 2 advertising companies (non-executive)• 2009 top affiliate in 2Parale - convertor.ro • 2011 – 2Leva.bg launch • Since February 2012, member of Leo Burnett

Romania• 2013 – 2Performant

2010 1997200420082011

Dorin Boerescu

• Founder of ecomTIM.ro – the biggest ecommerce conference in Romania – 13-14 March 2013, 3rd edition

• Speakers from Google, Visa, Prestashop, Verve Search, Microsoft, Vodafone

• Speaker at Affiliate Management Days in London, 15-16 May 2013

• Attended Affiliate Summit West 2013 Jan – Las Vegas

• Tracking, payments, ecosystem• Flat fee + % from transactions• Win-Win-Win - Everybody is paid only when

a transaction is finalized.

Affiliate network business model

2.000+ affiliates schoolsmarts or streetsmarts in online marketing

13 active programs

Valentin. Super affiliate. Independent online marketer.

Velina. Super affiliate. Publisher – Sanoma Bliasak

Dimitar. Superaffiliate.

Clients:Fashion Days – 10% share of salesFashionUP – 10%3Suisses – 5%Shopping-terapia – 10%

• Additional revenue• Better understanding of audience• Research and know-how

What publishers can get from affiliate marketing:

• You can choose any advertiser, depending on target, conversion rate or commission.

• Use your available display inventory to test

• Start a campaign in several minutes

• No strings attached – if the results are not good enough, you can change or stop anytime!

Zero sales effort!

• You’re “speaking” only with the network (2Leva)

• One point of contact (and contract ) for many clients.

• Monthly payments.

Zero client service!

• Find out what your users are buying, when and the average purchase they make.

• Use the information in your editorial & sales strategy

Understanding your users

• Advertisers with no limits on the budgets –there is literally no spend limitations in a Cost Per Sale campaign.

New/fresh clients

Global affiliate market

1996

Affiliate marketing is a “multi-billion marketing

channel, which comprises more than 200,000 businesses and

individuals” – Performance Marketing Association (2009)

How to generate money through affiliate marketing

• Generate CONVERSIONS by sending relevant traffic. • Use banners in the FIRST PLACE to see what products

are your users interested in, but after that:• Build dedicated projects for affiliate marketing:• Virtual malls• Price search engines• Daily deals agregators• Cash-back projects• OR send PPC targeted traffic (AdWords, Facebook)

Buying decision process

Awareness/advertising/PR

Affiliate marketing

• Research is the king – Google Trends, Analytics, 2Leva• Always be testing - advertisers, tools, tactics• Keep and develop only the best performing• Choose a niche based on its potential, not on your passion• Analyze the target, the buying behavior, the advertisers• Learn SEO, Affiliate Marketing, AdWords, Facebook Ads• Become an online marketing expert!• http://www.abestweb.com/• http://www.affiliates4u.com/forums/

dorin.boerescu@2Performant.com Linkedin.com/in/boerescu

Thank you!