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UGC within the voucher code space has been a contentious issue for quite some time prompting many a discussion at the IAB Affiliate Marketing Council and earning itself a reference in the Voucher Code of Conduct.
However, the affiliate industry to date has struggled to find any real consensus on how this area should be managed and regulated, and as a result one of the key players in the market has embarked on its own version of UGC within voucher codes with a 'social codes' platform.
It's well known that the affiliate channel works on a cost per acquisition (CPA) model, meaning that when the desired action is completed, be it a sale, lead or quote, the affiliate is paid.
To be able to attribute the sale to an affiliate there needs to be an agreed metric by which a sale can be attributed.
Typically this is a 'last click wins' model: if the last click is attributed to a particular publisher then they receive the commission.
A few months ago we received an interesting piece of research from OC&C Strategy consultants which investigated how UK retailers are well placed to outperform their overseas counterparts in the battle for online supremacy.
It was estimated by 2020 there would be an incredible sevenfold increase in non UK sales.
Within the report, the ‘jewels of Britain’s retail e-mpire’ were highlighted. This was based on the volume of consumer searches from international territories.
A number of advertisers across the network were included on this list so we decided to take a look and see how the affiliate channel was aiding internationalisation in the ecommerce market.
UK affiliate marketing has gone a long way since its inception. It has become more mainstream, and altogether more complex.
And regardless of all the challenges, it now offers (both advertisers and publishers) more opportunities than ever.
Successful ecommerce thrives on working with the the best business partners that ensure you stay one step ahead of your competitors, but over the last decade things have become pretty stagnant in the affiliate channel when it comes to service provider choice.
Large brands tend to review their affiliate network provider every two to three years and differentiation between service providers has become harder to see.
A worrying trend has arrived driven by a lack of innovation. In order to lock in market share contracts have been increasing and the small print surrounding notice periods has been growing.
With mobile commerce continuing to gather pace through the performance channel, it has been interesting to look back across the past few weeks to analyse the role mobile played over the Easter bank holiday.
With our March stats indicating that traffic through mobile devices reached 21.1% while sales were at 14.2%, it was interesting to see the impact of a long weekend on mobile usage.
We have traditionally seen that consumers turn to mobile devices at weekends. This is not particularly surprising when we consider that office workers step away from their desktops and instead use mobile devices to access the internet.
In May of 2013 Affiliate Management Days is coming to Europe. The inaugural conference in London is going to be opened by the already-legendary Matthew Wood.
By way of preview, I have sat down with Matthew to ask him a few questions about the current state and future of affiliate marketing.
Matthew has over 15 years of experience in affiliate marketing. He is the founder of a4u and a4uexpo, and an acknowledged thought leader and speaker within the sector.
Over the past two years we have witnessed traffic through mobile devices increase from 2% to 19% of total network clicks.
If we exclude tablet devices from this equation, traffic through mobile handsets has grown from 1.8% to 11%.
With consumers increasingly using mobile devices to access the internet, it becomes of paramount importance to ensure that the mobile user journey is optimised for this experience.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include Google's Q4 earnings, performance marketing spend in the UK, Instagram's 90m users, email spam and Google's UK market share.
For more digital marketing stats, check out our Internet Statistics Compendium.
With the festive break all but a distant memory, we have taken the opportunity to look back at our stats across the network for the run up to Christmas as well as the post Christmas sales.
As a company running affiliate campaigns for around half of the UK’s largest retailers as well as over 1,000 SMEs, we are able to interrogate our data to provide some insights into general retail trends over the Christmas and New Year period.
There were a number of predictions and subsequently reports of the largest online shopping days and in this post we are able to look across our advertiser base to identify the peak trading periods.
With consumer behavior shifting and mobile commerce playing a more prominent role, we also look at the device trends during this time.
There is no escaping the fact that mobile commerce has been experiencing considerable growth. Recent research from Deloitte suggested that mobile devices would influence £3.5bn of retail sales this Christmas.
As well as understanding the anticipated growth of m-commerce, it is also important to recognise the devices that are fuelling this growth.
With targeting capabilities evolving, it is possible to segment audiences based on the device they are visiting through and advertisers are able to capitalise on this through targeted promotions.
As a general rule in digital, it seems that when Google and Yahoo get involved in something it is a pretty good sign that it is important.
After many years of skirting around the fringes of performance marketing, recent product launches from these two online advertising behemoths leave no doubt that Online lead generation is finally ready to step out of the shadows and into the limelight.