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.
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?
The affiliate channel has always offered advertisers the opportunity to
deliver large volumes of leads; the challenge remains both assessing
the value and assigning an appropriate reward for those leads.
five tips for advertisers to help them to run a successful lead-based affiliate
New customer acquisition is a key metric for many merchants and the affiliate channel has demonstrated its ability to drive new customers at low costs.
With more online retailers interrogating the data that is available to them, affiliate networks are able to highlight the volume of new customers they are capable of delivering through their affiliate partners.
As we approach the pre-Christmas rush many advertisers will be looking
to launch affiliate incentives as part of their fourth quarter
But with affiliate marketing continuing to show
strong growth, advertisers can expect increased competition for
exposure on the best affiliates’ sites. So what makes an affiliate incentive successful and what ideas might advertisers want to avoid?
Matt Bailey wrote earlier this month on the problem that affiliate marketing seems to have in shaking off negative connotations.
His points are entirely valid; affiliate marketers continuously have difficulties in effectively communicating the strengths of our channel.
those working in affiliate marketing it genuinely feels after a handful
of false dawns that our £4bn industry is at a crossroads, poised to
develop genuinely more intelligent and intuitive commission modelling.
Affiliate marketing is at the coalface of online, premised on converting traffic to valid leads or confirmed sales. The past 15 years have seen a significant portion of online disciplines worked to cost per acquisition, falling within the remit of performance based marketing and rewarded on the same ‘last click wins’ discipline.
But as de-duplication becomes commonplace and analytics’ packages provide a wealth of data so the clamour for a ‘fairer’ reward system has gained momentum.
Yesterday it was announced that affiliate network Digital Window has purchased buy.at from AOL, in a deal that may signal the start of a wave of consolidation in the affiliate space.
I caught up with Digital Window CEO Kevin Brown to discuss the deal in more detail.