Posts tagged with Affiliate Marketing

How to reward affiliates based on value

In her recent post on Econsultancy, Helen Southgate, the chair of the IAB Affiliate Marketing Council discussed the myths associated with attribution within the affiliate channel.

She rightly pointed out that the affiliate market is not looking for an alternative to the last click model.

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The one-to-many product data feed challenge

As performance marketing matures, merchants and affiliates are seeking the most efficient ways to drive traffic, conversion rates and profitability.Yet product feed technology is not well understood and there is a growing list of potential online marketing applications that require feeds in different formats 

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Why product data feed technology is essential for affiliate marketing

Affiliate marketing is seeing increasing levels of competition, investment and evolving technologies. At the same time, changes in the way consumers engage with brands online present new challenges and opportunities for merchants and marketers alike.

The affiliate channel has undergone immense change since its inception in the mid-1990s. It has become more professional, with networks and super affiliates making significant investments in technology platforms.

It has also diversified, with the emergence of micro affiliates catering for the sites that form the web’s ‘long-tail’ of niche search product categories. Affiliates are also branching into new areas such as group buying and comparison shopping engines, and are taking their first tentative steps into the domains of social media and mobile.

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How do you decide when to remove affiliates?

If you are an affiliate manager you face something of a dilemma: how to attract a range of good quality affiliates to your programme without becoming bogged down in managing the issues that this multitude of relationships may present?

Affiliate marketing is something of a bottomless pit: it is not a question of performing a set number of tasks; there is always more you can do, which can very quickly swallow up a large amount of your time.

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The rise of the reverse affiliate

Affiliate marketing is one of the stalwarts in the digital marketing landscape. It seems to benefit from change as much as it benefits from a lack of change.

For example, over the years CPM prices in non-premium inventory have dropped and yet CPA rates and network overrides have remained largely unchanged.

That has allowed some savvy arbitrage players, like lead brokers or performance agencies, to make a whack of cash. It has also contributed towards the rise of the reverse affiliate.

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The change in affiliate promotional types by sector

Previously I investigated the change in affiliate promotional type across the network. This post examines how this varies across three sectors and highlights the reasons behind this.

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Is the affiliate divide a problem for advertisers?

What do advertisers want to see from their affiliate programmes?

Generally speaking, they ask two things: firstly, that the largest possible proportion of their affiliate base is active in driving sales revenue; secondly, that there be a constant feed of good quality new affiliates coming onto the programme to actively promote them.

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How retailers can make the most of cashback sites

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. 

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Memo to The Economist: affiliates are not criminal freelancers

Yesterday at the IAB's affiliate marketing council, chair Kevin Edwards presented an unbelievable quote taken from The Economist, a weekly newspaper with a focus on politics, policy and an authority on global business news. Let's have a look at it...

The Economist claim affiliates are criminal freelancers

This is simply a poorly researched and mal-educated quote from a respected print magazine which, unfortunately, is read by senior management within many organisations.

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How can retailers use affiliates for customer acquisition?

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.

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Is the role of the affiliate network changing?

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?

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Retargeting's place in the affiliate channel

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.

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