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This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: An obstacle or opportunity causes your ship to change course… how do you remain afloat? Gain insight into how advertisers and networks are evolving and what publishers can do to stay the course.
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Getting Out of Irons:
Resetting Your Course
Brian MarcusDirector, Global eBay Partner Network
IN IRONS
2Navigating the Industry Sea Change
The "trapped" condition a sailing
ship finds itself in when the bow of
the ship is headed into the wind
and the ship has stalled and is
unable to maneuver.
INDUSTRY SEA CHANGE: Navigating Shifting Tides
3Navigating the Industry Sea Change
TOPICS OF DISCUSSION:
• Affiliate Marketing Today – the tides are turning
• Welcoming Opportunity – finding your tailwind
• Weathering Change– and navigating toward success
STATE OF THE INDUSTRY: Affiliate Marketing Today
• Rapid advancements in
technology
• Advertisers are becoming
more customer-focused
• Affiliates are working with
advertisers differently
4Navigating the Industry Sea Change
INDUSTRY SEA CHANGE: Capitalizing on Market Growth
5Navigating the Industry Sea Change
Forrester estimates a
$4.5Bgrowth by 2016
Advertisers are
starting to
CAPITALIZE on emerging trends
So should
YOU
OUR ECOSYSTEM TODAY
6Navigating the Industry Sea Change 6
Buyers
CUSTOMERS
Sellers
PublisherseBay
Helping customers achieve
their goals
Getting a deep understanding
of customers
ePN helping publishers achieve their goals
Navigating the Industry Sea Change 7
ADJUSTING YOUR SAILS: Positioning for Success
Exploring
UNCHARTEDTERRITORIES
Recognizing
WIND PATTERNS
Charting
YOUR COURSE
Navigating the Industry Sea Change 8
Allowing for better customer segmentation and determination of traffic value
INDUSTRY SEA CHANGE: Not all traffic is equal
Advertisers have begun to:
Tools
IMPLEMENT
Data
GATHER
Behavior
PREDICT
Navigating the Industry Sea Change 9
INDUSTRY SEA CHANGE: The pond is getting bigger
Global
INVENTORYExpanding
GLOBAL OPPORTUNITIES
Worldwide
REACH
INDUSTRY SEA CHANGE: Harnessing the power of technology
More Buying Opportunities
Mobile
• APPS,
MOBILE WEB
10Navigating the Industry Sea Change
Social
• LEVERAGE CURRENT
SOCIAL NETWORKS
• IMPLEMENT
EMERGING SOCIAL
CAPABILITIES
Multi-channel
• ONLINE/OFFLINE
EVENTS
WHEN THERE IS NO WIND
Navigating the Industry Sea Change 11
Publisher
FATIGUE
Inventory
TOO
FAMILIAR
Conversions
DROPPING
CHALLENGES
Navigating the Industry Sea Change 12
HOW CAN YOU BE THE TAILWIND?
WHAT ACTIONSwill lead to
BETTER
MOMENTUM?
In all the
RIGHT PROGRAMS?
MOBILE,
SOCIAL,
GEOX?
Ask yourself: How am I expanding the pie?
Navigating the Industry Sea Change 13
MAKING ADJUSTMENTS: Optimization
Be an EARLY
ADOPTER
LEVERAGING
DATAWORKING
TOGETHER
- Data feeds
- Conversion optimization
- Driving traffic to the right places
- Newsletters
- Marketing calendar
- Leveraging advertiser data
-Contextual advertising
- All angles
- Pilots
- Tests
- New models
Navigating the Industry Sea Change 14
CATCHING THE WIND: Providing More Value
Give
CONSTRUCTIVE
FEEDBACK
RAISEYour
HAND
ADDto the
CONVERSATION
Navigating the Industry Sea Change 15
NAVIGATING TOWARD SUCCESS
Turn the Ship
Catch Wind
Sail Forward
