软件全球营销成功之道 Secrets, Tips & Tricks for Software Marketing

Vincent Shih，Ph.D. 施文祥 博士

Senior Director of Emerging Markets, Digital River

软件全球营销

软件代销商 affiliate 如何创富

五类成功的代销商线上运营模式

软件商如何成功利用代销商网络

2010代销商网络运营趋势

代销商affiliate如何创富 ?

Direct traffic to landing pages, and then send that traffic to product pages as an affiliate.

吸引顾客到你的网页，以代销商的身份（含代码的链接）

引导客户到产品购买页面

代销商网络运营盈利模式

软件商海外销售流程概述

1. 开发高质量软件产品

2. 在国际软件代理商平台注册软件商户帐号

3. 建立产品信息(软件名称， 产品描述， 盒装图像，…)

4. 上传软件产品 (试用版， 正式版)

5. 注册码发送整合 (列表，RemoteCGI实时产生，…)

6. 客制化购物车, 取得销售链接，放在网站上

http://www.regnow.com/softsell/nph-softsell.cgi?items=123-1&styleid=721

7. 建立软件营销渠道 (网站优化，促销活动，产品及网站认证)

8. 顾客支付购买软件

9. 结算分成 (实时报表， 每月结算）

10.接收国际汇款 (电汇，支票 , PayPal, Visa Electron）

代销商运营流程概述

1. 注册代销商帐号

2. 寻找软件产品 (访问量，下载量，购买量，提成比例)

3. 协议分成比例，取得授权

4. 取得含代销商信息的销售链接及试用版软件，放在网站上

http://www.regnow.com/softsell/nph-softsell.cgi?items=141-1&affiliate=330 http://www.shareit.com/product.html?productid=300179453&affiliateid=74979

5. 吸引顾客群，帮助顾客找到符合需要的软件，以理想的 价位让顾客掏出信用卡

6. 顾客完成支付，购买软件

7. 按协议结算分成 （实时报表， 每月结算）

8. 接收国际汇款(电汇，支票 , PayPal, Visa Electron）

代销商运营的要点

> 针对目标客户群 ， 选定主题 (锁定目标)

根据 个人兴趣,专业特长,市场调研

> 优化网站，吸引“高质量”访问 (拉对客人) 清晰的网站流程针对目标客户群

> 挑选”最适合”的产品 (进对货) 了解客户群的需求

> 数据营销, 运营创富 不断根据营销数据调整改进网上营销方法及策略

共享软件海外销售与推广参考网站 - 中文

http://www.zetafocus.com/

搜索优化 Building a Search Friendly Site

优质网站内容

>具独特性, 避免重复

>持续经常更新

>针对你的客户群, 建立吸引力

>实用的内容

优质网站 Build a Solid Site

网站管理典范Webmaster Best Practices - 必备工具

Google 网站管理员工具

www.google.com/webmasters/tools/

Yahoo Site Explorer

http://siteexplorer.search.yahoo.com

必应 Webmaster Center

http://www.bing.com/webmaster

寻找软件产品 Find the Best Products

Digital River Affiliate Programs

> RegNow www.RegNow.com

> Over 40,000 Software Products across multiple categories

> Trials and Buy Buttons, other collateral

> Site Builder Tool for creating websites

> eSellerate www.esellerate.net

> Over 4,300 Software Products/Mac Focus

> Trials, Buy Buttons, Landing pages, other collateral

> Share*It!/Element5 www.shareit.com / www.element5.com

> Over 53,000 Software Products

> Trials, Buy Buttons, other collateral

> oneNetworkDirect www.oneNetworkDirect.com

> Premiere Software and Hardware Titles

> Pre-created landing pages

> Drive traffic to Merchant’s Site

RegNow

寻找软件产品 Finding Products

> 注册代销商帐号 Create Affiliate Accounts

> 取得授权 Establish Relationship (approved)

> 着重认证过的产品 Focus on Certified Products

> RegNow Trial and Site Certified

> eSellerate eST Tracking

> oND all products are certified

> 建立关系 Initiate Contact/Create Relationship

> 自我介绍 Introduce yourself and site

> 表明合作意图 Give intentions

> 客制化要求 Request special commissions, artwork, coupons

> 建立信任 Merchants trust sites they know about

五类成功的代销商运营模式

> Search 搜索引擎营销

> Coupon 折扣券网站

> Content and Review Sites

内容评比网站

> Membership 会员营销

> Email 邮件营销

Affiliate Verticals

Search

Content

Review

Email Affinity

Coupon & Cash Back

搜索 Search – Paid Search Results

Affiliate Links

longtail, direct linking, branded, non-branded, coupon sites, landing

pages, global ad & page translations, review sites, 2nd tier engines,

contextual, low-risk

折价券与 返回款 Coupon & Cashback

ALL Affiliates

Purchase decision made

…credit card in hand

…ready to buy

…but am I getting the best price?

折价券与 返回款 Coupon & Cashback

> Coupon Affiliates feature a wide range of discounts and offers

from numerous merchants

> The feed includes these data: http://www.regnow.com/html/help/affiliate/affiliate_coupon_feed.html

• COUPON_CODE

• START_TIME

• END_TIME (Expiration)

• OFFER_NAME

• OFFER_DESCRIPTION

• UNIT_PRICE

• DISCOUNT_AMOUNT

• OFFER_OWNER (affiliate or vendor created)

• BUY_LINK

• PRODUCT_VENDOR_ID

• RegNow PRODUCT_ID

• PRODUCT_DESCRIPTION

• VENDOR_WEBSITE

• PRODUCT_NAME

• BOXSHOT

Coupon Data feed in RegNow affiliate interface

Key Coupon Dates/US, 2009 折扣促销重点日期

Content & Review Affiliates

> User Generated Content

> Expert Reviews

> Blogs and Social Media

> Web 2.0 Elements - Video

> Forums

> Global Content Providers

> Consumer and SMB

Affiliate Program

Content

Reviews

Experts

SMB

Resellers

Video

Social

Blogs

软件评比 Content & Review

Category Review – Grid Solo Review – Brand or Product

Affiliates develop original content around

your products to help drive traffic and

sales- resulting in one of the strongest

verticals for new customer acquisition.

Our relationships with top review sites

ensures top placement and favorable

reviews of your products. Product

comparison charts are powerful decision

making tools used by review affiliates.

软件评比 Content & Review

Expert Content

Affiliates develop original content around

products to help drive traffic and sales-

resulting in one of the strongest verticals

for new customer acquisition.

Top placement and favorable reviews of

products.

Product comparison charts are powerful

decision making tools used by review

affiliates.

Blogs

会员 Affinity/Membership

Affiliates and large companies that build

member and loyalty stores with products

from 100’s of affiliate programs. These

affiliates “Share” commissions, typically

50% on rewards, points, cash back or

rebates to their members.

> Best Practices

> Require higher commission

rates to share with members

> Special product bundle or

offering- Exclusive

Coupons/Discounts

> Insertion fee, Member Emails

Affinity & Web Loyalty

Email Creative & Reach

> Low Cost

> Unique Reach

> Enhanced Messaging

> Flexible

> Product Launches

> New Releases

> Pay for Performance

> Double Opt-in Requirement

Email

Resources

http://www.developer-resource.com

Affiliate Tips and Best Practices

http://www.developer-resource.com/resellers.htm#affiliates

Software Marketing

http://www.developer-resource.com/general-marketing.htm

Case Studies and Presentations

http://www.developer-resource.com/tool-box.htm

Advertising

http://www.developer-resource.com/general-marketing.htm#advertising

Marketing Trends of 2010

> Mobile Commerce (M-Commerce) and Marketing

> Coupon/Discount/Voucher Strategies

> Video

> Search (SEO/SEM)

> Email

> Social Network Marketing

Mobile Commerce

> US: 100% growth expected 2009 to 2010 to $2.4B*

> Rapid increase in number of smartphones

> Increased need for competitive pricing

> Marketing Strategies

> Create mobile micro sites

> Create mobile apps: iPhone, Droid/Android, and Blackberry

> Use mobile coupons (text driven)

> Know the Dates:

> Black Friday Nov 26

> Cyber Monday Nov 29

> Green Monday Dec. 13

*ABI Research, Febr 2010

Coupon/Voucher and Discount Sites > Coupon Industry grew 500% in 2009*

> Economic Changes

> Trends in Coupons offered

> Emergence of Aggregator Sites

> 38-45M Americans (20% US population) using online coupons

> 140% increase from 2008**

> Case Study: Coupons.com***

> $1B in savings to customers in 2009

> Market Trends

> Brands going to 100% digital coupons

> Mobile considerations

> Social Networking/aggregators creating iPhone Apps

*Masterbuy, Jan 2010

**Simmons Market Research

***Coupons.com, Jan 2010

Video

> 70.6% Affiliates surveyed incorporate video into marketing efforts*

> Search engines rate video favorably

> 78% US Audience Views Video when surfing**

> Emergence of Technologies

> FLIP

> iPhone 3GS

> YouTube

> Easier to share and distribute video

*AffStat Report January, 2010

**ComScore

Search: SEM/SEO

> Web Volume Growing, both engines and consumers

demand greater relevancy

> 23.99B estimated pages on the web (July 2010)*

> 7M unique sites indexed in 2000**

> More relevant, more personalized results

> Algorithm changes on Google and others

> Publication dates

> Geo-location

> Mobile Browser Capabilities

> Social Media Content

> 44.5% all vendors allow affiliates to use PPC

*worldWideWebSize.com

**Pandia

Email

*Hitwise

**Jay Behr “15 Email Statistics that are shaping the Future”

Email Tactics

> Consider how you roll out to each email server to avoid

blacklisting

> Keep list engaged monthly to keep addresses updated

> Subject lines need to be A/B tested

> Emails should be made phone friendly

Social Network Marketing

> Create a new identity

> Gain referral business

> Facebook alone: 117M people visited site March 13, 2010

> Surpassed Google

> 75% Americans and 66% global internet population visit social

network sites*

> Growing at 3X rate of the internet overall*

> Gain Referral business and create a community from 400M users like

these:

*Nielsen, 2009

Social Network Tactics

> Create Facebook and Twitter Pages

> Check out other pages that have lots of “likes” and members

> Publish Content/Create Interactions

> Make casual and conversational. Personalize

> Give Reason to Join your business network

> Utilize Facebook and social site plugins on your regular site

> http://www.facebook.com/dpurtzer?v=app_2379574490#!/help/

?page=175

Are all Product Equal?

> Most Important Factors in Choosing Merchant/Program to promote:

> Payout Amount 24%

> EPC 18%

> Brand Awareness 23%

> Affiliate Management 23%

> Preferred Link Types

> Banners 25.8%

> Text 24.5%

> Datafeed 12.2%

> Landing Pages 12.2%

> 67.5% market on social network sites

> 70.6% utilize Video

Stats from AffStat Report, Jan 2010

谢谢!