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Throughout the past six years, there has been a significant shift in the promotional methods used by affiliates to drive sales to merchants.
It is important to understand how and why this shift has occurred and ways advertisers can implement strategies to engage with all affiliate types.
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.
Here are five tips for advertisers to help them to run a successful lead-based affiliate campaign.
For some advertisers, merely being listed on cashback sites is enough for them. For the savvier retailer, planning a strategy around cashback sites involves setting additional targets to sit alongside the sales’ volumes they hope they’ll achieve.
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.
There are a number of myths that are associated with cashback sites portraying them in a negative light.
Cashback sites are continuing to deliver vast volumes of sales for the advertisers that work with them. There has been considerable growth in the sector over the past couple of years and this has shown no sign of slowing.
Cashback sites will typically be among the top earning affiliates on most, if not all, affiliate networks.
Anyone working in affiliate marketing will tell you it’s a complex channel. Typically the day to day grind of an affiliate network is to try and make sense of this complexity, juggling priorities and conflicting interests, resolutely performing the role of middleman and arbiter.
Yet as the industry matures and grows in both value and influence, is the role of the affiliate network changing?
As we approach the pre-Christmas rush many advertisers will be looking to launch affiliate incentives as part of their fourth quarter marketing campaigns.
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?
While the general discussions about behavioural retargeting have concentrated on the thorny subject of privacy, for affiliate marketers the debate has a different focus, challenging some fundamental and long held practices.
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.
For 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.
I caught up with Digital Window CEO Kevin Brown to discuss the deal in more detail.