On Tuesday night, the sixth annual Performance Marketing Awards was held in London, attended by more than 800 people and judged by Econsultancy Research Director Linus Gregoriadis, among others.
The event was previously known as the a4u Awards, but the name was changed to broaden the remit of the awards, allowing entrants from the various sub-channels of performance marketing, including social, mobile, email, search and display, not just just the affiliate sector.
With consumer behaviour and shopping habits continually evolving, coupled with the increase in smartphone penetration, more and more consumers are accessing the internet through mobile devices.
This is something that we have been monitoring closely at Affiliate Window for the past 18 months. Back in December 2010 we saw traffic through mobile devices account for 2.4% of all network traffic and 1.7% of all sales.
Fast forward to March 2012 and these figures have grown considerably with 10% of traffic and 6.6% of sales coming through mobile devices.
A new report by Affiliate Window and buy.at examines how affiliate promotions can complement an advertiser’s online marketing strategy to deliver incremental sales.
Affiliate Window client strategist Owen Hewitson points out that advertisers commonly question the extent to which the sales achieved through the affiliate channel are incremental.
In part one we looked at how and why the engagement of an affiliate programme’s ‘Long Tail’ is pertinent to advertisers today.
This second part will look at specific techniques and ‘quick wins’ which have proven successful for other advertisers.
This is the first of two articles about how to engage and optimise the Long Tail of your affiliate programme.
Whilst the term has its origins in statistical sciences as early as
1946, it was popularised 60 years later with the publication of Chris
Anderson’s book of the same name.
So how does this apply to affiliate marketing?
As the dust settles from the frantic Christmas and New Year sales trading season I’m now able to provide a definitive account of how our
advertisers’ affiliate campaigns performed throughout December.
Having previously looked at the impact of Cyber and Manic Monday on the affiliate channel we can trace December’s performance, compare it with 2010’s and also split out mobile data to see how it compared with traditional desktop transactions.
Stats from Hitwise indicated that Boxing Day was the biggest online shopping day in terms of traffic so it is also possible to see if that was reflected across the affiliate channel.
A new report from Forrester focuses on the emergence of the affiliate deal site as a new force in the coupon-based shopped model.
Retail analyst Andy Hoar writes on his blog that since consumers increasingly look for discounts online and flock to ‘horizontal’ coupon sites like ShopatHome or Vouchercloud, 'vertical' coupon sites like TechBargains and cashback sites Ebates or Quidco, this is becoming the norm.
Not all affiliate activity is the same.
Any single affiliate
programme is as likely to include behavioural
re-targeting, site abandonment-triggered emails or downloadable software
as it is to number ‘traditional’ affiliate stalwarts such as blogs and
This is a good thing. Affiliate marketing should be as focused on targeting as any other online marketing channel and it is a sign of the health of the industry that new methods can find a place in an environment where the focus has always been on customer acquisition.
Durex is launching its first affiliate programme, aiming to support sexual education while providing information about its products.
This coincides with a major brand push instore, as well as a targeted experiential marketing campaign.
Furniture retailer Mydeco.com is relaunching as an e-commerce site in a move to improve customer experience.
The company's affiliate concept, which links to products from 1,500 partners, will continue to operate under a new domain name before Christmas.