{"id":28,"date":"2006-06-25T11:55:22","date_gmt":"2006-06-25T16:55:22","guid":{"rendered":"http:\/\/daviddalka.com\/createvalue\/?p=28"},"modified":"2009-12-31T23:40:22","modified_gmt":"2010-01-01T04:40:22","slug":"internet-retailer-2006-workshop-summary-affiliate-marketing-the-unsung-hero-of-online-marketing","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2006\/06\/25\/internet-retailer-2006-workshop-summary-affiliate-marketing-the-unsung-hero-of-online-marketing\/","title":{"rendered":"Internet Retailer 2006 Workshop Summary: Affiliate Marketing – The Unsung Hero of Online Marketing"},"content":{"rendered":"

Boris Wertz, COO, Abebooks.com<\/a><\/p>\n

20-30% of orders come from affiliate marketing<\/p>\n

Research network hosted versus internally hosted options<\/p>\n

Payout type – pay per sale, per lead, Hybrid – bonus for first time buyers<\/p>\n

Tools – Establish a good mix of standard and advanced link types, provide deep and up to date data feeds<\/p>\n

Staffing needs decision point – internal versus external<\/a><\/p>\n

Familiarize yourself with payout types, run promotions<\/p>\n

Retention – retention of affiliates is difficult, use CRM to track, communicate regularly with affiliates, etc<\/p>\n

Optimization – Segment publisher by recruitment type, test landing pages,\u00a0etc\u00a0<\/p>\n

Measurement – compare MOM and YOY and\u00a0web analytics\u00a0<\/p>\n

Chris Henger, substituting for Stuart Frankel, President, Performics.com<\/a>\u00a0<\/p>\n

Affiliate marketing is 5-20% of online sales (interesting that his figure is lower than the Abe Books marketing speaker<\/a> \u2013 maybe book category is higher?)\u2013 reach customers in the research and purchase mode<\/p>\n

Affiliate marketing is fast growing but is a mature web space<\/p>\n

Affiliate marketing is intertwined with the search channel\u00a0<\/p>\n

Mass, open or private program – which one is right for you?<\/p>\n

Approved, live and active program<\/p>\n

Understand, Develop, Perform<\/p>\n

Understand payment terms in your category and brand management implications.<\/p>\n

Compliance lab to learn from affiliates.\u00a0<\/p>\n

Steven Denton, President, Linkshare.com<\/a><\/p>\n

Communication is paramount, affiliates prefer e-mails IMs<\/p>\n

Send segmented newsletters and engage in proactive outreach<\/p>\n

Suggested site – thebudgetfashionista.com<\/a><\/p>\n

Compensation Structures will vary – tiered and bonus offers and sales contests and promotions<\/p>\n

Hidden pitfalls – don\u2019t dedicate enough resources, focusing on sheer number of affiliates, viewing affiliate marketing as cheap advertising\u00a0\u00a0\u00a0\u00a0<\/p>\n

Hub of affiliate marketing activity – abestweb.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Boris Wertz, COO, Abebooks.com 20-30% of orders come from affiliate marketing Research network hosted versus internally hosted options Payout type – pay per sale, per lead, Hybrid – bonus for first time buyers Tools – Establish a good mix of standard and advanced link types, provide deep and up to date data feeds Staffing needs […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-28","post","type-post","status-publish","format-standard","hentry","category-general"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/28","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/comments?post=28"}],"version-history":[{"count":0,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/28\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/media?parent=28"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/categories?post=28"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/tags?post=28"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}