Rakuten Marketing Experience - Liane Dietrich - A importância estratégica do Afiliados como um canal de vendas

A importância estratégica do Afiliados como um canal de vendasLiane Dietrich

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Rakuten Marketing Global Footprint

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The First Affiliate Network

Leading the Industry For 16+ Years

Recognized as Top Network

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Rakuten Marketing LinkShare Ranked #1

• Three years in a row! 2012, 2013, and 2014

• 20,000 people surveyed (advertisers, publishers, agencies)

• Thousands of responses analyzed and weighted for enthusiasm, reputation and influence.

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Rakuten Marketing LinkShare Pillars of Success

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Affiliate Marketing: How it Works

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Affiliate Publisher Models

Social Media Publishers•Use the wisdom of crowds to disseminate and trend their product offerings.

Mobile Media Publishers•Are accessible via smartphone or tablet devices.

Coupon Site Publishers•Organize various offers to allow simple searching.

Loyalty Site Publishers•Offer incentives to reward users for returning to the site.

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Affiliate Publisher Models

Content Publishers/Bloggers•Drive traffic to their sites by finding a niche following.

Virtual Currency Publishers•Offer users credits or rewards based on their user activity.

Search Media Publishers•Engage in a variety of Paid Search bidding techniques

Pay-Per-Call Publishers•Charge based on each lead, or phone call.

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Advertisers & Bloggers

• Influencers (bloggers) have reach

• Consistent brand ambassador

• Rakuten Marketing LinkShare aligns Advertisers with Publishers who reflect brand goals

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Partnership Case Study

RESULTS

The Body Shop’s online sales

increased 373% WoW & 539%

YoY for RetailMeNot Average sales per day also

increased 11x 15% of in store traffic was driven

by this offer

STRATEGY

• Affiliate Channel was

challenged to drive offline

sales

• $10 off $20 coupon given to

RetailMeNot and co-branded

• Consumers could print the

coupon or use their phone

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Mountain Warehouse Case Study

Objectives•New customer acquisition•Existing customer retention•Boost in sales through the affiliate channel

Strategy•Partner with VoucherCodes.co.uk to run an exclusive offer for two weeks•11-24 November 2013 customers offered 20% off all products on the Mountain Warehouse website•Unique discount code used at the checkout

Results•512% increase in sales through the Rakuten Marketing LinkShare network ₤30,000 revenue boost

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Q2

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Affiliate Marketing Ranks as one of the

most effective channels after paid search and

email marketing

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US Online Retail Forecast

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Brazil Online B2C Retail Forecast, 2011 to 2016Double Digit Growth Through 2014

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Brazil – Bullish on International Shopping

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Brazil – Avid Users of Affiliate Marketing

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Make the Most of yourAffiliate Program

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Migration Case Study

RESULTS

Order active publishers grew 46% in six

months Sales grew by 95% within six months A true partnership resulted in new and creative

approaches to drive traffic and convert leads Ability to identify and build strong relationships

with new publishers based on highly targeted

campaigns The assurance of meeting compliance

requirements and knowledge that swift action

is taken to thwart potential fraud

STRATEGY

Proactive account management partnering

closely with pcRUSH to develop fresh and

targeted campaign strategies Stringent adherence to compliance

requirements and immediate action on

potentially nefarious behavior pcRUSH employees were up and running

quickly due to easy to use interface and tools Ability to identify and foster strong

relationships with publishers

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Global Fashion Retailer Uniqlo

• Uniqlo wanted to raise their online profile and extend their customer base

• Offered exclusive commission rates for coverage, invites to in-store events and coupons

• 2010-2013: Over 1 million Euro increase in sales through affiliate

• Affiliate Marketing was a critical channel for finding new customers

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In Depth Reporting with Trends and Visuals

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Publisher

Benchmarking

Rank Top Publishers 1Q2014 Sales % of Sales 1Q2013 Sales % ∆ YoY NTWK

Department

Stores

1 Ebates.com $13,176,616 17% $8,407,016 57% 1 12 RetailMeNot $10,623,295 14% $11,054,341 -4% 1 13 Savings.com $5,652,008 7% $4,558,859 24% -1 -14 Cartera Commerce $3,943,621 5% $3,112,305 27% 1 15 ShopAtHome.com $3,589,611 5% $3,447,532 4% -1 -16 ShopDiscover $3,123,715 4% $1,739,821 80% €1 17 www.coupons.com $2,980,858 4% $0 New €1 18 DefinitiveDeals $2,539,112 3% $1,742,677 46% €1 19 SurfMyAds - PromotionalCodes.com $2,415,727 3% $3,914,018 -38% (€1) -110 Vertive, Inc. - Publisher of Offers.com $2,396,531 3% $232,196 932% €1 -1

Top Publishers 1Q2014

O/C AOV Comm/O ROI

2.95% $107.67 $7.42 $14.523.03% $102.43 $6.54 $15.67

13.53% $118.93 $11.89 $10.0017.00% $103.42 $6.96 $14.86

7.18% $102.21 $5.02 $20.356.83% $102.67 $5.39 $19.05

9.07% $107.14 $7.50 $14.296.13% $148.79 $4.84 $30.74

19.31% $123.22 $7.39 $16.6723.14% $120.96 $9.00 $13.44

2.64% $101.80 $8.06 $12.633.59% $89.97 $4.09 $22.02

Total Program <-- Advertiser<--Department Stores

Top Publisher Benchmark 1Q2014

1 Ebates.com <-- Advertiser<--Department Stores

2 RetailMeNot <-- Advertiser<--Department Stores

3 Savings.com <-- Advertiser<--Department Stores

4 Cartera Commerce <-- Advertiser<--Department Stores

5 ShopAtHome.com <-- Advertiser<--Department Stores

macys.com

US Network

Vertical Benchmark 1Q2014

2.95%3.03%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

Advertiser Department Stores

O/C

$108

$102$102

$103

$104

$105

$106

$107

$108AOV

$7

$7

$6.40

$6.50

$6.60

$6.70

$6.80

$6.90

$7.00

$7.10

$7.20

$7.30

$7.40

$7.50Comm/O

$15

$16

$14.40

$14.60

$14.80

$15.00

$15.20

$15.40

$15.60

$15.80

ROI

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In Depth Reporting with API capability

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Custom Reporting for Maximum Transparency

•Granular data -- mobile device, browser, how much commission through mobile

•Not limited to standard reports. Create your own!

•Very user friendly & intuitive (or use the Wizard)

•Easy to move columns to organize data as you wish

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• Reduce channel overlap and improve campaign optimization

• Find and reduce waste (who is overvalued?)

• Find and exploit efficiencies (who is undervalued?)

• Optimize ad spend

Attribution Views

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Bookmarklet

• Firefox and IE users to can install a plugin that instantly changes site URLs to LinkShare links

#TweetShop

• Search, shortens, and distributes links thru Publishers utilizing Twitter

Wordpress Link Lookup

• Creates links in Wordpress posts without logging into the interface

Mac Dashboard Widgets

• Desktop tools for a Mac that allow users to instantly create LinkShare links.

Joomla Link Look Up

• Generate deep links to advertiser pages directly from the Joomla Editor

Technology: Easy-to-Use Link Distribution Tools

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Leading Brands Prefer Rakuten Marketing Affiliate

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Thank YOU!