Pres:Digital Marketing - Affiliate Marketing

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Digital Marketing - Affiliate Marketing

Digital Marketing - Affiliate Marketing

Title Digital Marketing - Affiliate Marketing
Target group Students, Beginners
Topics Affiliate Marketing
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Public summary



This is the overall framework of the Digital Marketing couse. We will start with explaining the elements of an online marketing plan. Than we will zoom in on the different marketing aspects based on the customer journey. We start with those online media most suitable to reach consumers and slowly move down the funnel. In the end we discuss customer loyalty which has as goal to re-start the entire process from the beginning.

  • What is affiliate marketing?
  • The affiliate market dictionary
  • What are the affiliate marketing benefits & costs
  • Setting up an Affiliate Program
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Affiliate marketing is a form of performance-based online marketing. The advertiser, the affiliate network and the publisher enter into a partnership, where the publisher promotes the product of the advertiser. The affiliate network facilitates the advertiser and the publisher with tools to run the programs.

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  • Companies can track affiliates in two ways:
    • Developing or purchasing affiliate software
    • Joining an existing affiliate network
  • Only very large companies choose for their own affiliate software.
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  • ID tracking
  • Fingerprint tracking
  • Sales & lead validation
  • Ad media
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  • Advertisers:
    • Companies selling goods/services
  • Affiliate Networks:
    • Intermediates who register clicks & transactions
  • Publishers:
    • Content sites (blogs, news websites, ...)
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  • Affiliate Window/ Zanox
  • Affiliate4You – Familiyblend
  • Affilinet
  • CJ (formerly Commission Junction)
  • Dasicon
  • Netaffiliation
  • Rakuten
  • Tradedouble
  • Tradetracker
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  • Content publishers
  • Bloggers
  • Content platforms
  • Discount/Voucher portals
  • Folder Sites
  • Cashback and savings programs
  • Comparison sites
  • Incentivized and non-incentivized mailings
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  • Nearly any type of media can be used by affiliates:
    • Text (deep) links to the home page or product pages
    • Banners and other visuals
    • Data Feeds with product information
  • The publisher creates the material affiliates can use.
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  • Retail & Fashion
  • Travel
  • Telecom & Services
  • Energy
  • Financial Services
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  • Cost per Sale (CPS)
  • Cost per Lead (CPL)
  • Cost per Click (CPC)
  • Cost per Mille (CPM)
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  • Pay Per Click (PPC)
  • Pay Per Lead (PPL)
  • Pay Per Sale (PPS)
  • Pay Per View (PPV)
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A website has the following rates:

  • 256 products were sold last week
  • 5,189 people viewed the products
  • The products were viewed 1,515,923 times
  • The consumers bought the products for a total of €4,245,676

Calculate the CR, CTR and AOV

Class Assignment.jpg
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  • There are no investment costs
  • Little to no operating costs
  • Making money 24/7
  • A global marketplace at one’s feet
  • Little risk involved
  • No need for a warehouse
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  • Performance based
  • Low entry price
  • Low operational costs
  • Increased SEO ranking
  • Extra traffic/exposure
  • In control of expenses
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  • Publishers do not pay
  • Affiliate networks charge Advertisers:
    • A set up fee
    • A network or license fee
    • Publisher fees (for clicks, leads, sales)
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  • The network creates a tracking pixel for the advertiser
  • The advertiser implements the tracking pixel on its website
  • The advertiser creates an affiliate program on the affiliate network
  • The network and the advertiser promote the program to publishers
  • Publishers (hopefully) start to use the advertiser material on their media
  • The Network registers clicks, leads and transactions
  • The advertiser approves the proposed reimbursements to publishers
  • The network charges the advertiser and pays the publishers
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  • Commissions offered
  • Policies concerning
    • Cookie time
    • Keywords, coupons, emails, etc.
    • Approval and payment speed
  • Verticals where it wants to advertise
  • Contact information
  • Promotion and banner materials
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The advertiser can offer a ladder:

  • 0-10 sales per month: 3%
  • 11-20 sales per month: 4%
  • 21+ sales per month: 5%

Offer different commission per publisher type:

  • Content websites: 6%
  • Email publishers: 3%
  • Vouchercode websites: 4%
  • Other: 5%
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  • Deduplication between online channels
  • How does it work?
    • Deduplication realtime via a script
    • Deduplication manyally afterwards
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  • Advantages of an exclusive affiliate program
  • Disadvantages

  • Advantages multiple programs
  • Disadvantages
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Prepayment: The advertiser pays the commision in advance to the network.

Post payment: The commission will be invoiced to the advertiser by the network, as soon as transactions have been approved by the advertiser.

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  • Conversion of advertiser site
  • Commissions offered
  • Promotion material quality
  • Program settings (e.g. cookie period)
  • Recruitment of right publishers
  • Communication with publishers/network
  • Sales approval rates and payments
  • Additional incentives (extra gifts)
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  • Create an affiliate program for a:
    • Travel organization
    • Fashion retailer
    • Other product or service provider
  • Include all major components:
    • Introduction to publishers
    • Commission model offered
    • Examples of media
    • Policy rules
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  • Affiliate terms: publishers/affiliates, advertisers and networks.
  • Publisher benefits: no investments, little costs, global reach.
  • Advertiser benefits:performance based, low costs, SEO ranking, control
  • Payment types: CPC, CPM, CPL, CPS.
  • Ad media types: text links, banners, data feeds.
  • Tracking types: cookie/ID, fingerprint, sales/lead validation.
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