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.

1. Getting Out of Irons:
Resetting Your Course
Brian Marcus
Director, Global eBay Partner Network

2. IN IRONS
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.
Navigating the Industry Sea Change
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3. INDUSTRY SEA CHANGE: Navigating Shifting Tides
TOPICS OF DISCUSSION:
• Affiliate Marketing Today
– the tides are turning
• Welcoming Opportunity
– finding your tailwind
• Weathering Change
– and navigating toward success
Navigating the Industry Sea Change
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4. STATE OF THE INDUSTRY: Affiliate Marketing Today
•
Rapid advancements in
technology
•
Advertisers are becoming
more customer-focused
•
Affiliates are working with
advertisers differently
Navigating the Industry Sea Change
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5. INDUSTRY SEA CHANGE: Capitalizing on Market Growth
Forrester estimates a
$4.5B
Advertisers are
starting to
CAPITALIZE
on emerging trends
So should
YOU
growth by 2016
Navigating the Industry Sea Change
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6. OUR ECOSYSTEM TODAY
CUSTOMERS
Buyers
Sellers
Getting a deep understanding
of customers
eBay
Helping customers achieve
their goals
Publishers
ePN helping publishers achieve their goals
Navigating the Industry Sea Change
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7. ADJUSTING YOUR SAILS: Positioning for Success
Recognizing
Charting
Exploring
WIND
YOUR
UNCHARTED
PATTERNS
COURSE
TERRITORIES
Navigating the Industry Sea Change
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8. INDUSTRY SEA CHANGE: Not all traffic is equal
Advertisers have begun to:
IMPLEMENT
Tools
GATHER
Data
PREDICT
Behavior
Allowing for better customer segmentation and determination of traffic value
Navigating the Industry Sea Change
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9. INDUSTRY SEA CHANGE: The pond is getting bigger
Expanding
Worldwide
Global
GLOBAL
REACH
INVENTORY
OPPORTUNITIES
Navigating the Industry Sea Change
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10. INDUSTRY SEA CHANGE: Harnessing the power of technology
Multichannel
•
ONLINE/OFFLINE
EVENTS
Mobile
•
•
APPS,
MOBILE WEB
•
More Buying
Opportunities
Social
LEVERAGE CURRENT
SOCIAL NETWORKS
IMPLEMENT
EMERGING SOCIAL
CAPABILITIES
Navigating the Industry Sea Change
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11. WHEN THERE IS NO WIND
CHALLENGES
Inventory
Conversions
Publisher
TOO
FAMILIAR
DROPPING
FATIGUE
Navigating the Industry Sea Change
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12. HOW CAN YOU BE THE TAILWIND?
Ask yourself: How am I expanding the pie?
In all the
RIGHT
PROGRAMS?
MOBILE,
SOCIAL,
GEOX?
WHAT ACTIONS
will lead to
BETTER
MOMENTUM?
Navigating the Industry Sea Change
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13. MAKING ADJUSTMENTS: Optimization
LEVERAGING
WORKING
Be an EARLY
DATA
TOGETHER
ADOPTER
- 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
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14. CATCHING THE WIND: Providing More Value
RAISE
ADD
Your
to the
HAND
CONVERSATION
Give
CONSTRUCTIVE
FEEDBACK
Navigating the Industry Sea Change
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15. NAVIGATING TOWARD SUCCESS
Catch Wind
Sail Forward
Turn the Ship
Navigating the Industry Sea Change
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