Date post: | 09-May-2015 |
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The Future of Performance Marketing
July 2013 Intelligence
Technology
Creativity & Quality
Page 2
Were are we? Affiliate marketing with declining market share
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013e0%
20%
40%
60%
80%
100%
11%6%
Display
Search
affiliate
Source: OVK
The marginalization of classical affiliate marketing(Example Germany)
Page 3
Out client‘s perspectiveFrom Performance = Affiliate to Performance = Everything
5 Years ago Today
1 • Every channel managed independently: Search, Display, Affiliate
2 • Prio No 1: Grow, grow, grow• …• Prio No n: Channel efficiency
3 • Limited data intelligence - if at all with agencies
• Transparency and comparability across entire online marketing chain
• Prio No 1: Efficiency across value chain, ROI, Target group …
• Integrated optimization of online spending based on massive use of data
Pro
fession
alization
Measurable performance USP of affiliate marketing
Everything is performance! Affiliate one of many channels
Page 4
Horizontal Networks
Vertical Networks
Ad Networks
Infrastr. Networks
Audience Networks
Performance Networks
Targeted Networks
Changing market landscapeFrom a happy few to many differentiated players
Source: LUMAscapes 2012, affilinet
Agencies
Creative optimization
Data Suppliers
Sales Houses
Agency & Automated Trading Desks
DSP‘s
SSPS / Yield Optimizers Data Exchanges
Delivery, Verification, Control Systems
Data Technologies
Ad Exchanges
Pu
blish
erA
dve
rtis
er Affiliate Networks
Page 5
The new Art of Performance Marketing:Achieve goals and create value add
Source: EU, affilinet
ROI optimized sales growth
TechnologyCreativity & Intelligence
Quality
Means to an end
• Integrating entire sales channel
• Open platform
• Seamless integration
Needs-driven and bespoke solutions
• Insight-driven optimisation of the full sales process
• Driven by experts
Trust and integrity
• Handpicked Network
• Proactive quality and compliance management
Page 6
Encompassing performance marketing approachEnd-to-end management of sales channel
Advertisingsegment
Payment model
Performance Network
Performance Based CPM / CPC / CPL / CPA
I D ATraffic SalesContactBranding
Attention Interest Desire Action
RRepeat
Performance Display
Re-targeting
Search
Voucher Codes
Content Websites
Pricecomparison
Voucher Codes
Basket Abandonment
Capture
Cashback
Retargeting
A
Content Websites
Page 7
At the centerCustomer needs and situation
Source: affilinet
Sector solutions, automated reach
generation
"Help me grow"
Rapid growth in channels with scalable, efficient
reach
Growth Channels, Rapid development of
the publisher base
Growth phase
Balance of brand building and performance
Sales Fighter
Individual channel planning and
integrated solutions
"Make me excellent"
Efficient sales channel, ROI, brand protection
Strategic customer management and
optimisation
Established brand
Focus on ROI optimisation
Optimizer
Targeted and placement in topic
environments
"Make it work"
Adoption of performance as an alternative to SEM
Quick, fully automatedscaling, education
Early stages
Focus on traffic, not yet on the brand
Starters
Pro
du
ct
Vis
ion
Ser
vice
O
ffe
rin
gN
eed
sS
itu
atio
n
Page 8
Our client‘s needs:Optimize along entire sales channel
Skale Traffic
• Access additional reach
• Optimization of existing traffic
OptimizeCustomer Structure
• Get right customer mix
• Optimize Customer life-time value
Increase Basket Value
• Increase basket Value
• Reduce cancellation rates
Optimize Shopping Process
• Reduction of basket abandonment
• Conversion rate
Page 9
Optimization within performance networkUse all relevant levers to increase value
Perfor-mance
Search/Display/
5-15% Perfor-mance
Search/Display/
25-30%Skale Traffic
• Perfor-mance Display Solutions
• Target pooling of channels in the network
Optimize Shopping Process
• Customer winback solutions
• Conversion rate optimi-zation
OptimizeCustomer Structure
• Active and simple rate manage-ment and analysis
• Customer-lifetime com-pensation
Increase Basket Value
• Full trans-parency over basket
• Category manage-ment
• Strategic voucher manage-ment
Page 10
End2End Quality ManagementNetwork quality drives quality sales
Ad
vert
iser
Pu
bli
she
r
Ongoing Business
• Clearly structured sign up process
• Pre-Launch quality checks through dedicated team of experts
• Pre-Launch checks of advertiser potential
• Dedicated launch support
• Trainings and education
• Out-of the box solutions for regulatory compliance
• Standard setting product data
• Ongoing optimization of publisher base
• Excellent service / network availability
• Traffic / brand control supported by dedicated team and intelligence
• Secure payouts to partners
• Excellent service / network availability
Sign-up Phase Starting-Phase
Page 11
Future proof performance platformEnabler for growth – not Tech
Simplicity Integrated management of all channels
Optimisationusing the right media in the right environment
Flexibility Needs-orientated selection „right solution at the right time“
Ease of use Reduce manual integration
Reliability always available, highly secure
Key to success for network
End-to-end platform for all channels
Integrated tracking
Big data management – transparent optimisation and targeting
Open interface
Easy integration
Highest system availability
Page 12
Performance Marketing VisionCreate Value by making…
Source: affilinet
2000 today tomorrow
Performance revenuePerformance Marketing…• Integral part of online marketing mix• Needs driven product and service definition • Integrated solution across all channels
efficiently accessible…• Targted automation• Intelligent optimization• Easy to steer
for all• Short, Mid and Long Tail• Integrating all platforms• Efficient in every phase of life cycle