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Why travel is the best and worst vertical in affiliate marketing

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Presentation given by Colin Carter from Weather2Travel.com at Affiliate Window's All Aboard 2015 Travel Event on 2nd November 2015.

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Why travel is the best and worst vertical in affiliate marketing

  1. 1. #AWAllAboard15 / @weather2travel Why travel is the best and worst vertical in affiliate marketing Colin Carter Weather2Travel.com
  2. 2. #AWAllAboard15 / @weather2travel A bit about us • Who we are – Weather2Travel.com launched online in 2005 – Weather guides for EVERY country in the world – Designed specifically for travellers • What we do – What’s the weather like in Barbados? – When is the best time to go to Thailand? – Where can I go that’s hot and sunny in October?
  3. 3. #AWAllAboard15 / @weather2travel Weather & Climate • Climate - Monthly weather averages • Weather - 5-day forecasts/current conditions • When to Travel - Best time to visit Phuket • Destination Finder - Where to go when • Weather content by month/destination • Provide weather content to third-party websites
  4. 4. #AWAllAboard15 / @weather2travel Media first publishing approach • Content media & marketing – Unique blog content – Well respected travel writers – First class imagery & video content – Interactive tools & widgets • Building an audience – Blog content, newsletter & social media
  5. 5. #AWAllAboard15 / @weather2travel Holiday weather overview
  6. 6. #AWAllAboard15 / @weather2travel Best month to travel
  7. 7. #AWAllAboard15 / @weather2travel Where to go when
  8. 8. #AWAllAboard15 / @weather2travel Fully responsive
  9. 9. #AWAllAboard15 / @weather2travel Clients & Partners
  10. 10. #AWAllAboard15 / @weather2travel How does weather fit into the research & booking process?
  11. 11. #AWAllAboard15 / @weather2travel The importance of weather • One of the most important factors in choosing a holiday destination • Ipsos report - Top factors to UK travellers – 1st Climate (45%), 2nd Budget (36%) • Travelsupermarket Travel Trends – 1st Price (42%), 2nd Weather (32%) • Hamburg University research – 42% checked climate before booking – Top stats: Max temperature, sea temperature, sunshine, and days with rain
  12. 12. #AWAllAboard15 / @weather2travel Is there any correlation between holiday & weather research online?
  13. 13. #AWAllAboard15 / @weather2travel Google Trends - January
  14. 14. #AWAllAboard15 / @weather2travel Google Trends - August
  15. 15. #AWAllAboard15 / @weather2travel Researching & booking holidays researching decision-making booking destination perception pre-planning decision-making preparation packing travelling post-booking brochure content word of mouth climate guides reviews & forums weather forecast social media travel guides holidays flights & hotels car hire, airport parking & extras
  16. 16. #AWAllAboard15 / @weather2travel Working with travel brands
  17. 17. #AWAllAboard15 / @weather2travel Promoting travel brands with affiliate marketing through content
  18. 18. #AWAllAboard15 / @weather2travel Affiliate marketing • PPC / SEO - Bedroom affiliates • Voucher / Cashback • Google updates - e.g. Panda, Penguin • Retargeting / Basket Abandonment • Technology - Datafeeds / Widgets • Autolinking - Skimlinks, Awin Convert-a-Link • Big Data - Deduplication, Attribution
  19. 19. #AWAllAboard15 / @weather2travel Travel industry • Move from High Street to online • Birth of Mobile • Recession - Price driven, savvy shopper • Birth of Tablet - Second screening • Mergers & Acquisitions • Social media • Always online
  20. 20. #AWAllAboard15 / @weather2travel Current challenges • Tracking – Last Click - Sales vs Branding – Deduplication - e.g. against PPC – Mobile tracking / sites – Multi-device / Offline sales / Adblockers • Communication & reporting – Little or no interaction with content publishers – Silos - regional & departmental – Lack of information about sales – Payment periods
  21. 21. #AWAllAboard15 / @weather2travel What is being done? • Assists • Cross-device tracking • Convert-a-Link • Click to call • Content Widgets • Opportunity Marketplace
  22. 22. #AWAllAboard15 / @weather2travel Device performance
  23. 23. #AWAllAboard15 / @weather2travel Assists
  24. 24. #AWAllAboard15 / @weather2travel Assists & Device reports • Assisted sales - Affiliate Window ‘Sales and leads for which you have driven a click but was not the last referrer or the winning publisher.’ • How can they be used? – Assists data is not the complete picture – Enable publishers to change strategy – Analyse EPCs across devices
  25. 25. #AWAllAboard15 / @weather2travel Can we do more? • Communication – Closer ties between marketing / sales / PR & branding – Sharing of statistics in both directions • What was searched/clicked from publishers • What was purchased from brands • Looking beyond the ‘Last click’ – Cost per Interaction / Cost per Engagement – Post Impression / Time on site – Hybrid models (CPA + CPC + CPM)
  26. 26. #AWAllAboard15 / @weather2travel Time on site
  27. 27. #AWAllAboard15 / @weather2travel The future • Redefinition of what is ‘performance’ • New types of measurement • Publishers at the centre • Closer ties between PR, branding and sales • Improved communication • Shared statistics in both directions • More publishers being paid something
  28. 28. #AWAllAboard15 / @weather2travel Thank you Questions Colin Carter colin@weather2travel.com

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