Our Affiliate Marketing breakfast talk looked at how best to manage this channel of channels and address some of the common questions that come from having an affiliate campaign such as brand protection, voucher codes and new vs. repeat customers.

1. Demystifying affiliate marketing Ken Cheung – Head of Affiliate Marketing

2. Affiliates are a big opportunity Affiliate marketing increased to 38.2% in 2009 to reach £72.6Million (UK) (marketingweek May 2010) Econsultancy Jupiter Research

6. Organised Businesses (e.g. Econversions, Quidco, Nectar)

7. Generating hundreds of millions in revenues for major brands

9. We need to gain control PPC Price Comparison What are you trying to achieve? Which affiliates are you going to use? How are you going to convert traffic? True Content Loyalty/ Cashback High Traffic/ Portal New Technologies Email Voucher Code

10. Control is key Controlling the quality of affiliates Allocating affiliate budgets Ensuring incremental value

11. Penetration online Conversion rate Brand/reputation Commission Consumer incentive AOV Price

12. ‘Data is the new oil’ Gerd Leonhard "It’s only when you process oil that it demonstrates its value, and data is the same" MEC Richard Lloyd

13. Take a scientific approach Test and use data Plan with this in mind Take controlled risks Understand that cross effect

14. Key issues Should you form your own network? Should you use cashback sites? Are voucher codes evil? How do you protect your brand?

15. Your Own Network? Selecting and communicating to affiliates Paying affiliates Payment thresholds If you build it will affiliates join? What are you trying to achieve?

16. Cashback does it add value?

17. What is their role in the marketing strategy? Control consumer behaviour Tap into database Don’t make it a habit How does this fit with your own loyalty CRM

18. Voucher codes Source: Google

19. Value = Benefits/Cost

20. The Recession prioritises ££££

21. Size Email database Premium placements Timing Structure codes to communicate value Market share Consumer behaviour

22. Brand protection

23. How we will manage the Cashback sites www.quidco.com

24. How we will drive more value from the voucher code sites

25. Controlling the affiliates through T&C’s Control voucher codes / cash back sites Control PPC and Organic rankings Control PPC activity Control brand messages Encourage partnerships

26. Hide the voucher code box Banners and creative inventory Control affiliate approvals Incentivise high value affiliates Co-ordinate with wider marketing strategy

27. Adding value and experience Interactive widgets Improve conversion rate Enhance user experience Distributed to relevant affiliates

28. Leverage off data feed technology Provides smoother sales process for consumer Easy to setup Supports niche affiliates

29. Incremental sales 5 Channels 2 channels ‘Pure’

30. Thank you