How to launch and manage an M- Affiliate Programme Neil Ranatunga Head of Mobile, Tradedoubler Michael Long Senior Partner Marketing Manager, Hotels.com
May 12, 2015
How to launch and manage an
M-Affiliate Programme
Neil RanatungaHead of Mobile, Tradedoubler
Michael LongSenior Partner Marketing Manager, Hotels.com
The Mobile Opportunity
More than 30% of all page views are from mobile and tablets
20% of all online sales were driven via mobile Christmas 2012
mobile web is set to overtake desktop internet at some
point this year
Don’t take my word for it…
+15 million downloads across seven different Apps
20% of hotels.com bookings made on a mobile device in 2012
70% of reservations made on a smartphone are for the same day
IMMEDIACY
SIMPLICITYCONTEXT
3 tenants of mobile marketing
• Purchasing habits vary significantly by device
• Mobile & Tablet purchase usage spikes in the late evening. “Second Screening?”
Widespread second screening underlines the need for a multi-platform marketing strategy
use mobiles to find out more information after seeing an ad on TV
used mobiles to buy something after seeing an
ad on TV
52%
32% second screen using mobiles
48%
Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/
During Christmas 2012, 30% of traffic to UK retailers’ websites was through mobile devices
80% of time spent on mobile devices is through apps rather than mobile web
MOBILE SITES
APPS
IN-STORE 90% of retail spend still on high street.
3 points of sale
the basics of m-affiliate
Get affiliate tracking in place on mobile site
• Mobile Web tracking
• In App tracking
• Potential incentives for downloads
• Incentive for App download and CPA for sales made within the App thereafter
the basics of m-affiliate
Minimise points of leakage
- Overlay page promoting the App is key for the mobile team but tracking can be put in place to reward affiliates
- Phone numbers are less prominent on the mobile website
the basics of m-affiliate
Build good relationships with your mobile team
- Their support and strategy will be key in expanding mobile activity to the affiliate channel
- Learn from their tests & adapt the affiliate programme to the customer journey
- Mirror the success the mobile team has experienced
the basics of m-affiliate
Acknowledge that mobile is different
- Mobile is incremental to the desktop affiliate activity and overall programme
- Mobile activity is in growth stage and should be rewarded accordingly
- Mobile incentives will differ to the standard programme offering
the basics of m-affiliate
Develop mobile specific tools
- Mobile exclusive coupons
- Cost per download App incentives
- Local deals tonight page
- Exclusive mobile landing pages
Where do advertisers go from here?
Your store
Potential Customers
Competitor
2 minute radius of your store
Utilise geo-targeting
71%
Look up information
Footfall doesn’t guarantee a sale
58%
60%
71%
Mobile use in store disrupts the purchase journey, so defensive and offensive mobile strategies are required.
Buy online after researching more
Purchase
Buy in another store
Check for better price
45%
How people use their mobile
when they are out shopping
Look up information
Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/
Disrupting the purchase process
Retailers are increasingly aggressive when it comes to disrupting the purchasing process and 58% of consumers are abandoning intended purchases through mobile use when out shopping.
High-street retailers:
• Offline redeemable promotions
• In-store voucher codes
• Receipt-redeemable cashback
Online-only retailers:
• “Hijack the high-street”
• Geo-targeted mobile campaigns
12 4FREQUENCY
VALUE €20€36 €87
Monthly online purchase behaviour: PC is still the winner, but mobile and tablet are catching up
Addressing the significant variance in device spending
Consider specific promotions for different devices, for example:
• Specific deals through mobile e.g. up to 20% off
• Same day deals e.g. for stays that night
• Promote deals based on user’s locations
Download research: http://www.tradedoubler.com/uk-en/insight-resources/test/
8% complete on tablet
35% complete in store
52% complete on PC
25% complete on mobile
FROM RESEARCH
Fragmentation of platforms
• Mobile converts, but store and PC drive more conversions, so merchants need to consider:
– What is being researched
– Where the research is happening
– Nature of the device being used
• Advertisers need a seamless approach across all three channels: PC, mobile, tablet
• Affiliate programme must reflect the customer’s CONTEXT
Passbook and Digital Wallets
- Stored on phone until deleted
- Real time updates
- Redeemable in-store or via mobile
- Data analytics analysis
- Geo-target users
- Tailor coupons to individuals
• Consumers are less likely to spend time shopping online during good weather
• Sales for utilities providers increase as the mercury falls
Using Context to your Advantage
• Short term forecasting (up to around 10 days) is fairly accurate
• Data from Met Office allows you to plan for and analyse influence of different weather patterns
• Product promotions based on good/bad weather. E.g. far flung sun when rainy weekends planned or trips to the coast when the sun is out
How Tradedoubler is using Context
Expand affiliate programme to
your app
- Drive downloads of apps (with a small CPD & CPA for sales
thereafter)
- Generate sales and registrations within app (via CPA)
- Maximise ROI by only paying once customer has downloaded
or purchased via affiliate channel rather than CPM or CPC
Use affiliates to
continually engage app
customers- 55% of consumers delete travel apps
within 90 days of downloading
- Use affiliate channel to drive
customers directly to app to
encourage engagement and drive
sales within the app
- Incentivise affiliates to do this
Affiliate programme developed by:
- Availability of strong seasonal sales
- Flash sales
- Strategic use of vouchers
- Planning within the cashback space
- Co-branded pages
- Competitions and incentives
- Mobile specific activity
Building an award-winning affiliate programme
How?
companies that committed early and emphatically to digital technologies outperform their peers by 26% in profitability
MIT Center for Digital Business