Before, After and Around the Click; Publishers as a Branding Force and a Sales Force - Owen Hewitson

Before, After and Around the Click: Publishers as a Branding Force and a Sales Force Owen Hewitson, Client Strategist – Affiliate Window & buy.at

SaleCPAAffiliate Marketin

g

Cost per engageme

nt

Cost per click

Cost per mille

Cost per time

Cost per lead

Cost per call

CPA

Affiliate Marketi

ng

Sale Branding

Campaign objective

Channel

Payment metric

CPM = Brand

CPC = Search

CPA = DR/Affiliate

CPM

BRAND

SALES

CPACPC

Display

Paid Search

Affiliate

1 eBay UK

2 Amazon UK

3 Argos

4 Play.com

5 eBay

6 Tesco

7 Amazon.com

8 Next

9 Your M&S

10 Gumtree

11 John Lewis

12 Groupon UK

13 Tesco Direct

14 HotUKDeals

15 New Look

16 ASOS

17 eBay Motors UK

18 MoneySavingExpert.com

19 Debenhams

20 MoneySavingExpert.com Forums

21 B&Q

22 Apple United Kingdom

23 Topshop.com

24 Best-Price.com UK

25 River Island

26 Shopzilla UK

27 Sainsbury's

28 Ticketmaster United Kingdom

29 Tesco Superstore

30 IKEA

31 LoveFilm.com

32 ASDA

33 SupaPrice

34 Currys

35 Apple Store

36 Boots

37 HMV.com

38 Littlewoods.com

39 ASDA Direct

40 Preloved

41 Comet

42 Homebase

43 GAME

44 Shopping.com UK

45 LowPriceShopper.co.uk

46 QVC UK

47 House of Fraser

48 ScrewFix.com

49 Ciao! UK

50 Very.co.uk

51 PC World

52 MyVoucherCodes.co.uk

53 Halfords

54 VoucherCodes.co.uk

55 ASDA Groceries Online

56 eBay UK Mobile

57 Etsy

58 Wickes

59 Sportsdirect.com

60 Dorothy Perkins

61 O2 Shop

62 Dell

63 Sainsbury's Online Groceries

64 Quidco

65 Optical Express

66 HP

67 See

68 Belfast Gumtree

69 TopCashBack

70 Matalan

71 Review Centre

72 MandmDirect.com

73 mothercare

74 Dell EMEA

75 Kelkoo Shopping UK

76 The Carphone Warehouse

77 Alibaba.com

78 Bhs

79 Apple iPod & iTunes

80 DiscountVouchers.co.uk

81 Bizrate UK

82 Twenga UK

83 Maplin Electronics

84 Which?

85 H&M

86 Orange Shop

87 KGB Deals London

88 Boden

89 Republic

90 George at ASDA

91 Tesco Clubcard

92 dooyoo UK & Ireland

93 Glasgow Gumtree

94 T-Mobile UK Mobile Phone Shop

95 Toys R Us - UK

96 NexTag UK

97 boohoo.com

98 Amazon Seller Central

99 JD Sports

100 VistaPrint.co.uk

68 Belfast Gumtree

69 TopCashBack

70 Matalan

71 Review Centre

72 MandmDirect.com

73 mothercare

74 Dell EMEA

75 Kelkoo Shopping UK

76 The Carphone Warehouse

77 Alibaba.com

78 Bhs

79 Apple iPod & iTunes

80 DiscountVouchers.co.uk

81 Bizrate UK

82 Twenga UK

83 Maplin Electronics

84 Which?

85 H&M

86 Orange Shop

87 KGB Deals London

88 Boden

89 Republic

90 George at ASDA

91 Tesco Clubcard

92 dooyoo UK & Ireland

93 Glasgow Gumtree

94 T-Mobile UK Mobile Phone Shop

95 Toys R Us - UK

96 NexTag UK

97 boohoo.com

98 Amazon Seller Central

99 JD Sports

100 VistaPrint.co.uk

34 Currys

35 Apple Store

36 Boots

37 HMV.com

38 Littlewoods.com

39 ASDA Direct

40 Preloved

41 Comet

42 Homebase

43 GAME

44 Shopping.com UK

45 LowPriceShopper.co.uk

46 QVC UK

47 House of Fraser

48 ScrewFix.com

49 Ciao! UK

50 Very.co.uk

51 PC World

52 MyVoucherCodes.co.uk

53 Halfords

54 VoucherCodes.co.uk

55 ASDA Groceries Online

56 eBay UK Mobile

57 Etsy

58 Wickes

59 Sportsdirect.com

60 Dorothy Perkins

61 O2 Shop

62 Dell

63 Sainsbury's Online Groceries

64 Quidco

65 Optical Express

66 HP

67 See

1 eBay UK

2 Amazon UK

3 Argos

4 Play.com

5 eBay

6 Tesco

7 Amazon.com

8 Next

9 Your M&S

10 Gumtree

11 John Lewis

12 Groupon UK

13 Tesco Direct

14 HotUKDeals

15 New Look

16 ASOS

17 eBay Motors UK

18 MoneySavingExpert.com

19 Debenhams

20 MoneySavingExpert.com Forums

21 B&Q

22 Apple United Kingdom

23 Topshop.com

24 Best-Price.com UK

25 River Island

26 Shopzilla UK

27 Sainsbury's

28 Ticketmaster United Kingdom

29 Tesco Superstore

30 IKEA

31 LoveFilm.com

32 ASDA

33 SupaPrice

Cashback

Voucher codes

Comparison

Email

MobileOffline

Social

Content

Cashback

Cashback

Voucher codes

Comparison

Email

MobileOffline

Social

Content

Exposure: 950,000Cost: £10,500/€12.000

1 million impressions/month

£1000/€1200 per month

To

p UK

Cashback

Site

Top UK

Voucher

Code Site

1.2 million addresses

£1000/€1200

Exposure: Cost:

Experts in micro-niche

targeting

Branding beyond banners

Dependence on conversion for

payment

Affiliate Data Assets

Transaction data

Customer data

Mobile data

Affiliate Customer Touchpoints

Newsletter On-site

promotions

Mobile site

Reporting to Clients, Agencies and Networks

Customer profile Campaign

performance

Category performan

ce

Affiliate Customer Touchpoints

Newsletter On-site

promotions

Mobile site

Reporting to Clients, Agencies and Networks

Customer profile Campaign

performance

Category performan

ce

Affiliate Data Assets

Customer data Transactio

n data

Mobile data

Reporting to Advertisers and Networks

Customer profile Campaign

performance

Category performan

ce

Affiliate Customer Touchpoints

Newsletter On-site

promotions

Mobile site

Affiliate Data Assets

Customer data Transactio

n data

Mobile data

Review

Maintain / Grow

Review /

RemoveGrow

244

22

3

3

2

2

2

5

3

3

8

1

15353 5

7

1

1

5

414

3

11

10

18215

5

High Volume Sales

Low Volume Sales

Weak Brand Fit Strong Brand Fit

Challenges

VS

Advocacy

Compliance

VS

Plurality

Control

Before, After and Around the Click: Publishers as a Branding Force and a Sales Force Owen Hewitson, Client Strategist – Affiliate Window & buy.at