Post on 09-Apr-2018
transcript
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 1
Top 5 Affiliate Marketing Opportunities for 2006
Affiliate Summit 2006
January 9, 2006
Anne Holland, Publisher, MarketingSherpa
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 2
The Hidden Success
! $6.5 billion in 2005 (low estimate)
! Smartest, most entrepreneurial marketers on the planet
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 3
Facts not Opinion: MarketingSherpa Methodology
! Data for our reports, case studies and newsletters is gathered from:" 776 affiliate marketers & merchants surveyed
" 5,000+ email & search marketers surveyed
" Eyetracking lab tests
" Research partnerships w/ dozens of vendors
" 500+ exclusive Case Studies
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 4
Affiliates & Search: Dramatic Shift
Affiliates and Search
29%
39%
50%
21%
0% 10% 20% 30% 40% 50% 60%
We essentiallyoutsource our search
engine marketing to ouraffiliates, and we give
them free reign with TMsand branded terms.
We don't allow ouraffiliates to use our
TMs/branded terms inthe search engine
marketing.
January '05August '05
Views on how affiliates use TMs are changing fast.
Source: MarketingSherpa Affiliate and Merchant Survey, August 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 5
Affiliates & SearchOpportunity #1: News Releases
Source: Shawn Collins Consulting, December 2004
Press releases are for customers, not journalists.
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 6
Search News Opportunities by Niche
Optimized Release Activity by Industry
6.84%
18.22%
11.66%
3.70%
12.92%
3.03%
2.97%
0.99%
4.02%
2.44%
9.45%
7.24%
6.10%
5.88%
4.60%
4.01%
3.82%
3.72%
3.17%
21.05%
10.31%
7.10%
7.54%
5.27%
5.01%
4.22%
5.54%
2.67%
2.18%
23.73%
0% 5% 10% 15% 20% 25%
Entertainment
Computer/Electronics
Health
Auto
Banking/Finance
Retail
Food/Bev
Sports
Oil/Energy
Publishing
% of clickthroughs
% of page views
% of releasesoptimized
Source: PR Newswire Data, August, 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 7
Affiliates & Search Dramatic change in PPC bidding
Keyword Volume - 2004/2005
9,100
14,700
17,314
-
5,000
10,000
15,000
20,000
Keywords for September, 2004 Keywords for March, 2005 Keywords for September, 2005
12 Month Growth Rate: 90%
6 Month Growth Rate: 36%
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 and MarketingSherpa, Search Marketing Metrics Survey, June 2004
E-LOAN says bid management no longer makes competitive difference
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 8
Affiliates & SearchOpportunity #2: Landing Pages
0.79%
6.31%
9.28%
11.81%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Doesn't MatchKeyword
Home Page ofSite
Matches Themeof Keyword
Specific Matchto Keyword
Source: Atlas DMT, Search Listing URL and Conversion, 04/2004
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 9
Example: 30-50% conversion lift
Source: Atlas DMT, Search Listing URL and Conversion, 04/2004
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 10
Many landing pages still lame
Where Clicks Land - All Marketers
41%
32%
27%
45%
32%
24%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Special landing pages ormicrosite
Deep links within existing site Site home page
2004 2005
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005 and MarketingSherpa, Search Marketing Metrics Survey, June 2004
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 11
Example: Tall Women’s Clothing
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 12
Example: Tall Women’s Clothing landing page
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 13
Which search terms are worth extra work on landing pages?
17%
60%
59%
30%
24%
8%
0% 10% 20% 30% 40% 50% 60% 70%
Tools from the Search Engines
Segmenting website log fileslooking for highly converting
keywords
Low ROI
MediumROI
Great ROI
Keyword Research ROI – 5+ Years Exp.
Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 14
Affiliates & Email Marketing
! Three Top Opportunities
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 15
#1. Most actionable data:Opt-in recency affects response
58%
45%
37% 37%35%
33%30%
24%19% 20% 19% 18%
0%
10%
20%
30%
40%
50%
60%
70%
0-30 days 31-60 days 61-90 days 4 - 6 months 6 months - 1 year 1 - 2 years
Open rate Clickthrough
Age of User Record
Source: InformZ for MarketingSherpa, October 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 16
Example: New opt-in campaign
Consider an educational 5-7x email series before sending clicks to merchants
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 17
#2. Unexpected success data:Co-registration opt-ins
30%
24%
14%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Our co-reg names performabout as well as leadsfrom our own website.
Our co-reg names don'tpeform as well as our
website leads, but they'reworth it.
Our co-reg names aren'tperforming well.
We don't separate out theperformance of co-reg
names.
Source: MarketingSherpa, Email Marketing Benchmark Survey, October 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 18
Example: co-registration
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 19
Vendor recommendation
! Co-regComplete.com
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 20
#3. Eye-opening data:Segmentation worth the effort
Promotional Campaigns
Audience Size Segmented Not Segmented
Opens Clicks Opens Clicks
< 5K 50.50% 11.70% 5.60% 0.60%
5K–10K 48.80% 9.00% 3.90% 0.30%
10K–50K 28.50% 7.60% 4.00% 0.50%
50K–100K 13.40% 4.00% 3.70% 0.80%
> 100K 13.10% 1.10% 3.50% 0.20%
Averages 30.86% 6.68% 4.14% 0.48%
Source: Topica for MarketingSherpa, October 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 21
Example: Multi-article vs single article ezine
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 22
Networking Guide for Affiliate Summit 2006
! Who should you schmooze and how can you tell if they’ll be any good as partners?
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 23
Merchants’ Affiliate Growth Plans
7%
7%
43%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
We plan to decrease our totalnumber of affiliates and focus
on our most profitable andaccountable affiliates.
We plan to keep our overallnumber of affiliates stable,but to replace inactive/poorquality affiliates with better
ones.
We plan to aggressively growour total number of affiliates.
We plan to slowly grow ouraffiliate stable, focusing on
the quality of each affiliate weadd.
% of Affiliate Program Managers
Source: MarketingSherpa Affiliate and Merchant Survey, August 2005
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 24
Picking the Best Affiliates:Merchant’s Revenue from Affiliates
Source: MarketingSherpa Affiliate and Merchant Survey, August 2005
4%
6%
7%
23%
51%
0% 10% 20% 30% 40% 50% 60%
Fewer than 20% of our affiliatesaccount for more than 75% of
revenue
Fewer than 25% of our affiliatesaccount for more than 75% of
revenue
Fewer than 15% of our affiliatesaccount for more than 75% of
revenue
Fewer than 10% of our affiliatesaccount for more than 75% of
revenue
Fewer than 5% of our affiliatesaccount for more than 75% of
revenue
% of Merchants' Affiliate Program Managers
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 25
What’s wrong with most affiliates?
Quality and Conduct Problems
32%
14%
10%
10%
7%
37%
20%
13%
19%
25%
19%
50%
45%
39%
43%
12%
16%
32%
32%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Affiliates with irrelevant contentthat produces low-quality
leads.
Affiliates with questionablesearch marketing practices.
Affiliates with questionableemail marketing practices.
Fraud related to affiliateactivities (fake leads, CCard
fraud, click fraud, etc
Affiliates with content thatreflects poorly on your brand.
Very Common Somewhat Common Happens, but Uncommon Very Uncommon
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 26
Two Main Types of Affiliates:(vast oversimplification)
! Branded
" Niche/targeted
" Audience/topic passion
" Custom creative does better
" Enthusiast pubs
! Non-Branded
" Mass distribution
" Cash is king
" Generic creative ok – but optimize it
" Late night cable ads
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 27
Create more *true* partnerships
! Marketing w/non-branded affiliatesElectronic Retailers AssnMultivariate & eyetracking testing
! Marketing w/ branded affiliatesMore custom contentClick-didn’t-buy campaignsShared Web analytics
! Affiliates partnering w/ each otherExit pops/DHTMLCo-registration
© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 28
MarketingSherpa, Inc.
499 Main Street
Warren, RI 02885
(877) 895-1717
Outside the U.S.(401) 247-7655
Together, let’s make 2006 a $10 billion year!
FREE Offer: Deadline Jan 15th
Get ‘MarketingSherpa’s Top 10 Email Newsletter Mistakes’
$20.00 report free with any purchase
www.SherpaStore.com www.SherpaStore.com
(877) 895-1717
//www.MarketingSherpa.comhttp: