Affiliate A4u Performance Marketing Insight London 2013

By Paul Morris

Key thoughts from the 2 day A4U / performance marketing insight London 2013 event….
Changing consumer behaviour and technology in a multi channel world

I last attended an A4U /performance marketing insight event 3 years ago and everyone is still talking about, yet doing very little about, multi click attribution across affiliate channels. The technology is no longer holding us back rather the ingrained nature of affiliate last click reward methodology and the inability of many advertisers to understand how/ exactly what to reward on a multi click attribution perspective.
Removing the reliance on incentive sites

Voucher code, cash back and incentive sites dominate circa 65% of affiliate acquisition sales.

In most sectors you cannot stop this dominance however you can minimise it by actioning initiatives such as:

* a multi click attribution model that rewards other affiliate types further up the research funnel (or of course penalises incentive sites e.g if the voucher code is used within 5 minutes of the customer entering the sales funnel then 1/2 the commission rate is paid out)

* work with other affiliate types, particularly email and content rich sites, that whilst they typically have lower sales potential versus cash back/ voucher sites can still generate sales and aid research, conversion rates, branding + recall

* Provide more collateral e.g html5 banners, widgets, product feeds, etc to aid other affiliate types

* Quite simply do not offer amazing vouchers or discounts to cash back/ voucher sites for them to use that will, to some degree, cannibalise the sales you would have obtained from your other channels
Travellers and purchase paths – how performance marketing influences inspiration and choice

‘Funnily’ enough affiliates can help consumers in the research and sales phase.

This seminar was not set up to crack the atom.


Making mobile count

Good points made about advertisers needing to think about other payout methodologies for mobile affiliate sales e.g click to call, trackable telephone numbers, data capture forms, etc.

If you haven’t got a responsive site then could you adopt mobile landing pages that satisfy mobile users (particularly relevant for lead gen campaigns)?

Mobile conversion rates were stated as being considerably lower for practically all verticals (typically 3 times lower than desktop) and basket values were also stated as being considerably lower.


How email and retargeting can turn SEO traffic into long term customer journey awards

A broadly useless presentation and the simple message is to use email and retargeting in affiliate channels intelligently.

Optimising finance campaigns in a restricted environment

Lots of moaning of how compliance and regulation has hit financial services affiliate campaigns.

There was an interesting debate on how if more people utilise technologies such as Love money (aka motley fool) and Mint (big in the States) where the consumer gives access to their services to scrape there bank, loan, insurance, etc details then rather than generic best buy tables dominating consumer choice outreach these services could offer absolutely tailored financial offers at the right time for the consumer.
The digital industry in 2020

A very interesting debate on 2 possible future digital marketing landscapes (kind of like the Matrix pill dilemma)

Option 1 – where privacy is eroded or given away freely due to the benefits this provides the consumer.

This would enable targeting in super targeted minority reports styley (perhaps via facial recognition or the signal/ chip in your watch that incidentally also does away with the need for a wallet & phone) and also new payment methods e.g pay per view (as highlighted in my payment per gaze post) or even pay per engagement (perhaps if your pupil dilates or you gaze/ engage with marketing collateral for a certain length of time/ in a certain measurable manner)

Option 2 – privacy rules

The other option is one where privacy is tightened as people become more guarded and apathetic to advertising and all the above developments are essentially curtailed.

The truth will inevitably be somewhere in between the two.
London 2012: the campaign for hearts and minds

An inspirational presentation from the London 2012 marketing director that looked back on the successes of London 2012 and how LOCOG achieved it

Summarising the presentation LOCOG’s focus was on controlling agencies and key stakeholders centrally, getting everyone to buy into the vision, not having fiefdoms of ‘this is my budget’, great utilisation of data (see my Olympics big data post for more), truly thinking of the consumer + what are the KEY goals of London 2012.

…Strategy and tactics were also constantly adjusted based on key stakeholders meetings and brainstorms to ensure again that the overarching goals of the campaign were met = feels very much like the how to make your boat go faster presentation I sat through recently at a Google event

Is social media really killing SEO?
From Dave Naylor

Cut to the chase answer = No.

SEO fundamentals still key for SEO e.g site structure, link profile analysis/ clean up/ optimisation, etc

Yes social media affects rankings however still to a small degree for those links generated from Facebook, Twitter and even Google+.

Social media does come into it’s own though when utilised alongside SEO link building tactics e.g infographics/ widgets/ gamification syndication, brand reputation management, communicating with customers, etc.

Zippy = good basic ranking/ social media tools

Dave just echoed what many in the SEO industry have found this year; that its been a year of clean ups/ disavow/ reinclusions and the SEO industry is in a period of transition from old link building techniques to social SEO and beyond.


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