Mobile Marketing in the Affiliate Channel: Trends, Opportunities and ChallengesOwen HewitsonClient Strategist, Affiliate Window & buy.at
Trends
Some Context
• Smartphone penetration in the UK at 33% (source)
• 23% of all time on the web is now via mobile (source)
• 50% start their mobile web experience with a search (source)
• eBay make a sale every second on mobile (source)
• One third of UK shoppers used m-commerce last Christmas (source)
Percentage of mobile-driven traffic
Percentage of mobile-driven sales
Mobile traffic by device
Mobile sales by device
Apple Devices
Conversion by device
AOV by device, June 2011
Opportunities
Mobile Affiliate Trends
• Social and location-based models provide the most promising opportunities
• At present a money saving niche exists within mobile that is gaining momentum
• One large retailer sees c.90% of mobile sales from incentivised traffic
Affiliate Example: Nectar
• Combining incentive and location-based features
• Members get access to exclusive reward points opportunities only available through the app
• Prioritises advertisers with mobile tracking enabled
Affiliate Example: Quidco
Affiliate Example: Sccope
Mobile product comparison: 79% of smartphone owners use their phones to search for information on a product (source)
Barcode scanner will compare both pure play and multi-channel retailers
Rotating the phone reveals price history graph for the selected product
Advertiser Example: Debenhams
• Multi-channel approach• Detailed reporting• Increase store footfall and
online traffic• Reduce reliance on offline• Capture email & mobile
data• Acquire new customers• Use unique codes to
prevent misuse
• High volume distribution through affiliates
• Affiliates drove 43% of total sales
• Majority redeemed in store (57%)
• 70% were new customers• Successful trial = repeat
campaign
Challenges
Challenges
• Current lack of mobile-optimised advertiser sites
• Imperative to get affiliate tracking on advertisers’ m-commerce sites
• Advertisers’ own apps are a ‘walled garden’• No standard for linking into a mobile app
Thank you
Mobile Marketing in the Affiliate Channel: Trends, Opportunities and ChallengesOwen HewitsonClient Strategist, Affiliate Window & buy.at