Industry Water Cooler: 8 Things You Should be Talking About
Transcript
1. Speakers Mike Allen Dave Naffzinger Lisa Picarille Chief
Executive Shopper Shopping-Bargains CEO BrandVerity Online Content
Strategist LisaPicarille.com @mta1 @davenaff @lisap
[email protected][email protected][email protected]
2. The Office Water Cooler
3. The New Office Water Cooler Newsletters Forums LinkedIn
Groups Facebook Facebook Groups Mastermind Groups Blogs Other
Social Media (Twitter, Instagram, Pinterest)
4. 8 Hot Topics 1. Industry Self-Measurement 2. Attribution 3.
Blogger Recruiting 4. Nexus Tax 5. Mobile Commerce 6. Regulatory
Issues 7. Going Global 8. Changing Landscape
5. Lack of true market research from big firms focusing
specifically on performance marketing Trend is toward producing our
own research, surveys, reports, data Indicates hunger for data to
prove the value of the space Shows industry growth and maturity
Resources: PMA Measurement & Insights Council Salary Survey -
http://thepma.org/project/pma-2014-salary-survey-results/ Aff Stat
Survey - http://affstat.com/ Affiliate Benchmarks -
http://affiliatebenchmarks.com/ Industry Self-Measurement
6. Attribution Channels of Influence
7. Attribution More data is a good thing Affiliate, organic
SEO, paid search, display, direct Social media, email, remarketing,
catalog, more For advertisers, one size does not fit all Very
complex - requires proper understanding to turn into actionable
items Affiliates need to know how much they are worth to an
advertiser Resources: PMA Attribution Report (5 Parts) -
http://performancemarketingassociation.com/attribution-part-1-the-concepts
[ see also http://thepma.org/project/attribution-insights-2015/]
Impact Radius -
http://www.impactradius.com/tracking-attribution
8. Blogger Recruiting Advertisers can reach new markets Content
bloggers add value for advertisers Bloggers have dedicated and
loyal followers Reaching out to bloggers and influencers can create
long-term relationships/partners Bloggers can get recurring (long
tail) incremental income (and deliver high-converting traffic) via
affiliate links Resources: PMA Publisher Recruitment Council -
http://thepma.org/project/guide-
benefits-of-performance-marketing-for-bloggers/ PracticalEcommerce
- http://www.practicalecommerce.com/articles/4128-
Affiliate-Marketing-How-to-Recruit-Bloggers
9. Nexus Tax States seeking revenue (or equality with Main
Street?) Define affiliates as creating a sales presence or nexus
for out of state merchants (to require sales tax collection)
Creates confusing environment Thousands of state and local tax
jurisdictions Leads to affiliate restrictions (mass removals)
Resolve via bi-partisan Marketplace Fairness Act? Resources:
Annette Nellen, CPA, CGMA, Esq. (San Jos State University) -
http://www.cob.sjsu.edu/nellen_a/affiliate_nexus.html CJ - state
map - http://www.cj.com/internet-tax PMA - Internet Sales Tax
Reform - http://thepma.org/internet-sales-tax-reform/ and The
States -
http://performancemarketingassociation.com/advocacy/legislation/the-advertising-
tax
10. Mobile Commerce Consumer buying behavior is shifting
(in-app, mobile device payment at retail, web purchase via device,
more) Global mobile commerce nearly half of e-commerce by 2018
Larger format devices and apps spurring the move to mobile
Advertisers MUST have a mobile responsive site Mobile marketing
strategy is also a must Consumers want personalization (but not
creepy) Search (and apps) playing a huge role in mobile Resources:
Smart Insights -
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-
marketing-statistics/ comScore -
http://www.comscore.com/Insights/Presentations-and-Whitepapers/2014/The-US-Mobile-
App-Report sitepoint -
http://www.sitepoint.com/mobile-commerce-trends-2015/ Internet
Retailer -
https://www.internetretailer.com/2014/03/10/mobile-commerce-will-be-nearly-half-e-
commerce-2018 Marketing Land -
http://marketingland.com/even-biggest-brands-can-get-hyperlocal-geolocation-
targeting-135849
11. Regulatory Issues Closer scrutiny by regulatory agencies
FTC and State Attorneys General Internal and international
compliance now essential Disclosures must be clearly visible Not
knowing the rules is no excuse for breaking them Resources: PMA -
Compliance Council Guide -
http://thepma.org/project/compliance-council-guide-evaluating-network-
compliance/ PMA - FTC Advertising Guidelines -
http://thepma.org/project/compliance-council-alert-ftc-guides-updates/
PMA - Retailer Affiliate Agreements -
http://thepma.org/project/compliance-guide-retailer-affiliate-agreements/
Canadas Anti-Spam Law -
http://thepma.org/project/pma-compliance-council-guide-to-the-canada-anti-spam-
law/ PMA - Blogging and New Media Disclosure Information -
http://thepma.org/project/blogging-and-new-media-
disclosure-information/ PMA - Email Marketing Compliance and Best
Practices - http://thepma.org/project/compliance-council-email-
marketing-compliance-and-best-practices/ PMA - No Immunity for
Affiliate Network with Ability to Control Advertising Process
http://thepma.org/no-
immunity-for-affiliate-network-with-ability-to-control-advertising/
eAccountable - FTC Updates FAQs for Disclosure -
https://www.eaccountable.com/blog/view-from-the-top/view-
from-the-top-ftc-updates-faqs-for-disclosure/
12. Going Global The Internet has few boundaries Geo-targeting
is getting easier Many advertisers have global appeal Affiliate
networks have offices in most major world markets Incredible growth
projected . . . India: 500 million Internet users by 2017 (314
million mobile) Almost half of worlds consumers to purchase across
borders by 2020 ($1 Trillion) Resources: Times of India -
http://timesofindia.indiatimes.com/tech/tech-news/Mobile-internet-users-in-India-to-
reach-236-million-Report/articleshow/48155352.cms Internet Retailer
-
https://www.internetretailer.com/2015/06/16/almost-half-web-consumers-will-buy-
across-borders-2020 MultiChannel Merchant -
http://multichannelmerchant.com/must-reads/4-key-trends-in-global-
ecommerce-growth-10112014/
13. Changing Landscape New . . . Platforms, apps, models, APIs
Devices, consumer expectations, market niches Tools (for affiliates
and retailers) Rules (social media, attribution, PPC, FTC, more)
Standard affiliate models/agreements becoming obsolete? The
innovative are often leapfrogging last years winners Testing.
Testing. Testing. Never stop testing. Churn is normal enjoy the
ride! Resources: PracticalEcommerce -
http://www.practicalecommerce.com/articles/76116-3-Affiliate-
Marketing-Action-Items-for-2015- Marketing Land -
http://marketingland.com/multi-goal-magic-split-testing-software-135611
14. More Hot Topics to Watch Best practices content creation,
social media, and SEO Legal developments are merchants liable for
affiliate misinformation (and lies)? Risk mitigation: enforcing
disclosures and compliance (globally) International environment:
politics, currency, language, and compliance
15. We Want to Hear from You! Mike Allen Dave Naffzinger Lisa
Picarille Chief Executive Shopper Shopping-Bargains CEO BrandVerity
Online Content Strategist LisaPicarille.com @mta1 @davenaff @lisap
[email protected][email protected][email protected]