International Insight: Looking ahead in time at publisher activities Each marketplace across Europe has local nuances, Internet behaviour, advertiser verticals, cultural and even domestic infrastructure differences which all combine to determine the type of affiliates that operate in that market. By taking a closer look at more mature markets, and markets with similar composition, we are able to predict how other markets will develop and what opportunities can be explored in the future.
Transcript
International Insight: Looking ahead in time at publisher activities
Each marketplace across Europe has local nuances, Internet behaviour, advertiser verticals, cultural and even domestic infrastructure differences which all combine to determine the type of affiliates that operate in that market. By taking a closer look at more mature markets, and markets with similar composition, we are able to predict how other markets will develop and what opportunities can be explored in the future.
International Insight – Looking ahead in time at publisher activities
Ben Manning
TradeDoubler
Ben ManningProduct Director – td Affiliate
Product Development Product Management
TradeDoubler Intro
Performance-based digital marketing company - established
1999
Public company headquartered in Sweden
18 local European offices and Asia office located in Tokyo
Publisher activity growth What signposts mark the development of publishers?
Loyalty
Email
PPC
7
1. Direct to Merchant
Affiliates with no websites
Activity unpoliced
Brand focus of activity
PPC Signposts
8
2. Policies & Restrictions
Blanket policies – i.e. no brand
Basic holding pages
SEs usage restrictions – domains, brand, sectors
PPC Signposts
Example Keyword Policy
Basic ‘holding’ page
11
3. Content
Optimised landing pages built
Websites created
Basic campaign tracking
PPC Signposts
Optimised landing page
13
4. Co-ordinated Strategy
Integrated within broader approach
SSG result in complimentary messaging
PPC Signposts
Search Co-ordination
What happened after trademark policy was lifted?
The first 3 results stay unvaried as they built a strong history / quality score over time
The first 3 results stay unvaried as they built a strong history / quality score over time
8 out of 10 first paid search results are BG’s official site and affiliates
8 out of 10 first paid search results are BG’s official site and affiliates
16
5. Visibility & Control
Sophisticated tracking Network tools to verify activity
User journey analysis
PPC Signposts
User Journey Analysis
Action Source Sale Id Time stamp KeywordSale
Value
Publisher Commissio
n Click 7637267
7 29/01/2009
22:08Dell
Computers 0
Click 76372677
29/01/2009 22:38
Gaming PC
0
Click + Sale
76372677
5254438 29/01/2009 22:46
Alienware PCs
£941.00 £21.17
Long tail optimisation Combinations and dependencies Ad copy Ad position Time of day
18
6. Expansion
Affiliates become small companies
Vertical expansion
International expansion
PPC Signposts
19
7. Long-term sustainability
Professional copywriters provide unique content
Business model moving towards SEO
PPC Signposts
20
8. Mobile......
Mobile PPC
Click-to-call redirects
PPC Signposts
21
Paid Search over Mobile
“We are now able to drive demand through the most innovative and fastest growing medium
available to modern marketers.”
Marco Bossi, Dell SMB EMEA Affiliate Manager
22
1. Direct to Merchant
Affiliates with no websites Activity unpoliced Brand focus of activity
PPC Signposts
2. Policies & Restrictions
Blanket policies – i.e. no brand Basic holding pages SEs usage restrictions –
domains, brand, sectors
3. Content
Optimised landing pages built Websites created Basic campaign tracking
4. Co-ordinated Strategy
Integrated within broader approach
SSG result in complimentary messaging
5. Visibility & Control
Sophisticated tracking User journey analysis Network tools to verify activity
6. Expansion
Affiliates become small companies
Verticals and Country expansion
7. Long-term sustainability
Professional copywriters provide unique content
Business model moving towards SEO
8. Mobile......
Mobile PPC Click-to-call redirects
23
24
Email Marketing Signposts
1. Instant Performance
Uncontrolled activity
Non opt-in possible
Effective lead-gen
25
Email Marketing Signposts
2. Legal agreements
Written contracts
Transparency over list details
Only opt-in
Controls within email marketing
27
Email Marketing Signposts
3. Best practise
Optimised landing pages
Creative HTML-validated for different email systems
Optimised landing pages
29
Email Marketing Signposts
4.Professional Management Tools
Specialist systems used for email delivery and activity measurement, list cleaning
30
Email Marketing Signposts
5. Exclusivity & Co-ordination
Close partnership with advertisers
Exclusive relationships
Synchronised with other marketing activities
31
Email Marketing Signposts
6. International expansion.....
Roll-out across other countries
32
Email Marketing Signposts
1. Instant Performance
Uncontrolled activity Non opt-in possible Effective lead-gen
2. Legal agreements
Written contract with TD Transparency over list details Only opt-in
3. Best practise
Optimised landing pages Creative HTML-validated for
different email systems
4. Professional Management Tools
Specialist systems used for email delivery and activity measurement, list cleaning
5. Exclusivity & Co-ordination
Close partnership with advertisers
Exclusive relationships Synchronised with other
marketing activities
6. International expansion.....
Roll-out across other countries
Loyalty Signposts
1. Unknown Territory
Partial cash back awarded
CPA and CPC included
Small user base
Loyalty Signposts
2. Growing adoption
Incentives to sign up
New loyalty models – points, air miles, charity, green
Different commercial models tested
Incentives to sign up in loyalty
Loyalty Signposts
3. Competitive differentiation
Forum communities
New features: price comparison
Communities within loyalty
Price comparison within loyalty
Loyalty Signposts
4.Standardisation & best practise
Creation of loyalty association
User fraud checks and controls
Co-branded landing pages
Co-branded landing pages
Loyalty Signposts
5. Automation and tracking
Cookie checker tools
Integrated systems to manage untracked sales
Browser toolbar plug-ins
Loyalty Signposts
6. Mainstream
Microsoft launch in US
Extend business into white label
Major publishers adopt model
MSN Cashback
“We see cashback as an important opportunity to deliver additional value”
Bill Gates, Microsoft
White Label Cashback
Major newspapers adopt loyalty
1. Unknown Territory
50% cash back CPA and CPC included Small user base
2. Market advances
Incentives to sign up Users report untracked sales New loyalty models – points, air
miles, charity, green
3. Ever more professional approach
Forum communities Untracked sales need volume
based efficiency New features: price comparison
4. Standardisation of best practise
Creation of loyalty association User fraud checks and controls Co-branded landing pages
5. Automation and tracking
Cookie checker tools Integrated systems to manage
untracked sales Browser toolbar plug-ins
6. Mainstream
Microsoft launch in US Extend business into white label Major publishers adopt model
