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Lazada & Redmart Affiliate Marketing Program: APP First Strategy

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Led by Olga Mozaiska

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Lazada & Redmart Affiliate Marketing Program: APP First Strategy

  1. 1. Lazada & RedMart Affiliate Marketing Program: APP First Strategy Olga Mozaiska
  2. 2. Highly Confidential2 How many times does the average user pick up their smartphone per week?
  3. 3. Highly Confidential3 1,500 Times
  4. 4. Highly Confidential4 How many hours did consumers spend on shopping apps for the past year in SEA?
  5. 5. Highly Confidential5 3 Billion Hours
  6. 6. Highly Confidential6 WHY MOBILE MARKETING?
  7. 7. Highly Confidential7 According to GSMA .. • At the end of 2018, there were 2.8 billion unique subscribers in Asia Pacific, accounting for two-thirds of the of the region's population. By 2025, the number will reach 3.1 billion. • In 2018, 3.6 billion people worldwide will use a mobile phone to connect to the internet 47% 71% Global Population Internet Users
  8. 8. Highly Confidential8 449 million 510 million South East Asia Mobile Subscribers 2018 2025
  9. 9. Highly Confidential9 In Southeast Asia, mobile IS the internet, as more than 90% of Southeast Asia’s internet users are on smartphones. - Google-Temasek e-Conomy SEA Spotlight 2017
  10. 10. Highly Confidential10 LAZADA SEA SUCCESS STORY
  11. 11. Highly Confidential11 100+ MILLION APP DOWNLOADS WITH A STRONG FOCUS ON MOBILE & SOCIAL MONTHLY MOBILE TRAFFIC APP PENETRATION RATE IN SEA SMARTPHONES 50 MILLION ACTIVE BUYERS 85% MOBILE GMV SHARE Overall #1 across SEA THE #1 E-COMMERCE PLATFORM
  12. 12. Highly Confidential12 Last year we have achieved a major shift from web to mobile across all channels and particularly in affiliates channel 20192017 2018 40% APP 80% APP60% APP Lazada All channels Affiliates 6% APP 86% APP52% APP
  13. 13. Highly Confidential13 TARGET AUDIENCE KPIs FRAUD Click Injection Click Spamming TRACKING App vs Web iOS vs Android CONTENT & INVENTORY KEY CHALLENGES
  14. 14. Highly Confidential14 q Commission Structure q App Install Targets q Continuous Tech Improvements q Tracking Improvement q Ongoing Communication & Feedback Loop with Partners q Exclusive App Mechanics ENABLERS
  15. 15. Highly Confidential15 LAZADA SEA AFFILIATE PLATFORM
  16. 16. Highly Confidential16 Cost-per-Install • Driven by installs • Flat rate defined based on the OS and quality of installs driven Cost-per-Sale • Driven by orders • Commission-based structure defined by product categories, platforms, and customer types KOL Cost-per-sale • Driven by social media post + orders • Commission-based structure defined by product categories, platforms, and customer types
  17. 17. Highly Confidential17 COST-PER-INSTALL (CPI) What we offer: ü Competitive CPI rates ü Daily Performance View ü In-house platform ü Connect with Lazada in 6 countries CPI (Cost Per Install) campaigns are specific to mobile applications. In a Cost Per Install campaign, publishers place digital ads across a range of media in an effort to drive installation of the advertised application. The install payment is charged according to Lazada Quality Score model.
  18. 18. Highly Confidential18 PROFESSIONAL SUPPORTLARGEST PRODUCT ASSORTMENT HIGHEST COMMISSION RATE IN THE MARKET TOP-UP BRAND/CAMPAIGN INCENTIVE ADVANCE PLATFORM FLEXIBILITY AND UNLIMITED INCOME EASY REGISTRATION & INSTANT ACTIVATION COST-PER-SALE (CPS)
  19. 19. Highly Confidential19 KOL COST-PER-SALE MORE ENGAGING CONTENT Influencer will not settle for awareness, but will encourage purchase because they earn from every conversion. TRACK PERFORMANCE & CONVERSIONS Visibility on rich data beyond reach & engagement – monitor conversion rate of influencers, including SKUs bought, best channels, etc. Revenue Sharing with Influencer Cost Per Sale Commission-based structure defined by product categories, platforms, and customer types REACH A BIGGER AUDIENCE Use influencer’s audience to reach target consumers and lead them to purchase specific brands on LAZADA
  20. 20. Highly Confidential20 WHO ARE OUR PARTNERS?
  21. 21. Highly Confidential21
  22. 22. Highly Confidential22 THANK YOU! ANY QUESTIONS?
  23. 23. Highly Confidential23

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