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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Actionable insights for exploring the industry’s shifting tides: selecting partners to keep a ship running smoothly, exploring uncharted waters of mobile and social, navigating with tools & analytics.
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Steering the Affiliate Ship During a Sea ChangeBrian MarcusDirector, Global eBay Partner Network
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INDUSTRY SEA CHANGE: Navigating Shifting Tides
Navigating the Industry Sea Change
TOPICS OF DISCUSSION:
• Affiliate Marketing Today – the tides are turning
• Welcoming Opportunity – weathering change
• Finding Your True North – and navigating toward success
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INDUSTRY SEA CHANGE: Affiliate Marketing Today
• Advertisers are becoming more customer-focused
• Affiliates are working with advertisers differently
• Rapid advancements in technology
Navigating the Industry Sea Change
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INDUSTRY SEA CHANGE: Capitalizing on market growth
Navigating the Industry Sea Change
Forrester estimates a
$4.5B
growth by 2016
Advertisers are starting to
CAPITALIZE on emerging trends
So should
YOU
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OUR ECOSYSTEM TODAY
Navigating the Industry Sea Change 5
Buyers
CUSTOMERS
Sellers
Publishers
eBay
Helping customers achieve their goals
Getting a deep understanding of customers
ePN helping publishers achieve their goals
Inspire
Sell
Inform
Purchase
Personalization
Global Options
Mobile Capabilities
Ease of Use
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FINDING TRUE NORTH: It starts with the customer
Navigating the Industry Sea Change
7Navigating the Industry Sea Change
Advertisers are capitalizing on:
Reporting and data
Tracking & payment platforms
Cross-border opportunities
INDUSTRY SEA CHANGE: Journey beyond borders
8Navigating the Industry Sea Change
Allowing for better customer segmentation and determination of traffic value
INDUSTRY SEA CHANGE: Focus on expansion
Advertisers have begun to:
ToolsIMPLEMENT
DataGATHER
BehaviorPREDICT
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EXPLORING OPEN WATERS: Tools at your fingertips
Navigating the Industry Sea Change
Platforms Make Informed Decisions
Big Data
ReportsPredict
Customer Behavior
Frequency
Landing Pages Categories
Act on Information
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EXPLORING OPEN WATERS: Harness the power of technology
More Buying OpportunitiesMobile
• APPS, MOBILE WEB• TRACKING
Navigating the Industry Sea Change
Social
• LEVERAGE CURRENT SOCIAL NETWORKS
• IMPLEMENT EMERGING SOCIAL CAPABILITIES
Multi-channel
• ONLINE/OFFLINE TRACKING
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EXPLORING OPEN WATERS: Capitalizing on emerging trends
Coupon programs Loyalty Programs Pilot programs
Navigating the Industry Sea Change 12
VALUE
• APIs• Forward thinking products• Respected brand
CHOOSING YOUR CREW: What’s important to you?
• Transparency in industry changes• Focus on publisher collaboration & communication• Survey results
• Quality of advertisers/more reward• Tools and guidance to drive results• Secure place to do business
COMMUNICATION
OPENNESS
13Navigating the Industry Sea Change
ADJUSTING YOUR SAILS: Toward navigational advancements
Setting
TARGETS &GOALS
Payment
MODELS &INCREMENTALITY
Exploring
UNCHARTEDTERRITORIES
Navigating the Industry Sea Change 14
CREATING A BETTER
CUSTOMER EXPERIENCE
TEAMWORK THROUGH
TRANSPARENCY
MUTUALLY BENEFICIAL
RELATIONSHIP
LEVERAGING TOOLS AND
OPPORTUNITIES
EMPOWERMENT TO SUCCEED
NAVIGATING THE SHIP TOGETHER
