Like any marketing lever, affiliate marketing – and performance-based advertising more generally – must be handled with care. In fact, finding a balance between the expectations of the community who want relevant content, those of the publisher who wants payment for their work, and those of the advertiser, who wants to reach and convert as many people as possible, can be a complex task. This is why it is always useful to reassess the matter together in order to make good choices and avoid unsuccessful campaigns that you will regret at a later stage.
Error no. 1: passing on outdated sales links
You click on a promotional link that seems interesting and arrive at an error 404 or a product page with a price or a model that has nothing to do with what was advertised. Can you imagine the frustration for visitors?
This type of situation occurs when there is a lack of communication between the publishers and the advertisers, but also when the product catalogue has not been updated (or has been inaccurately updated) or, lastly, when the publisher has not taken the time to inspect its content. To avoid this, all links must be regularly tested and an in-depth quality inspection must be performed on the promoted offers.
Error no. 2: disappointing customers with unsuitable content
Selling a product that is not in keeping with reality can be off-putting for potential customers. This is an error that occurs when offered content (banners, email kit etc.) does not correspond to the services or products sold on the merchant site. Result: the level of deception is high and the customer experience takes a hit.
Error no. 3: failing to enrich your content
It is tempting to spend more time managing your promotional campaigns that on improving the quality of your website. However, it is important that you know how to maintain and continually improve your website. Without this, in the long-term, there is a risk that visitors will not return and advertisers will leave.
You must therefore enrich your content, update your home page and add impact to your website so that it always feels fresh. This is a strategy that can be optimised by means of A/B tests, with a view to perfecting its content in order that you send out the right message at the right time.
Error no. 4: thinking you can manage everything on your own
For some advertisers, affiliate marketing is a lever that functions independently, almost with no work involved. However, while it is true that it can be automated in part, managing an affiliate marketing campaign requires significant work in both the preparation and the execution. Not to mention the real-time monitoring and adjustment on the basis of the initial results.
Not all companies have the resources suitable for managing affiliate marketing campaigns. Within a multi-channel world in which you have to be everywhere at once, it is difficult to do without an expert who can take care of this work for you.
Error no. 5: expecting an immediate return
Affiliate marketing takes time to implement as it is a system that relies on the trust of a community and its connection with the publisher. Being in too much of a hurry and throwing in the towel if things don’t happen quickly enough is a common error. It is better to take the time to work alongside your publishers and optimise your tools (email kits, CTA, landing page…) so as to in turn optimise your online campaigns, than to make hasty choices.
Error no. 6: failing to provide KPIs
Affiliate marketing relies on a specific relationship between a publisher and an advertiser. In this regard, transparency is a valuable asset. It is therefore important to share your key performance indicators with your publishers (number of clicks, customer path, conversions etc.). This data is of strategic value in enabling them to adapt their strategy in real time, and thus refine the campaign and reinforce essential messages.
Error no. 7: failing to stand by your financial commitments
Online, reputations can make you or break you. If you commit to pay a specific commission, you must stick to it. This is the best way to establish loyalty among your most effective publishers.
Incidentally, financial commitments are not limited to the percentage or the total amount, but also concern the time frame and method of payment. Again, transparency and a smooth process are also essential here.
Affiliate marketing is an effective marketing lever, provided that it is well managed. Between searching for publishers, establishing a relationship with advertisers, implementing campaigns and performing ongoing adjustment, this is a strategy that requires specific expertise. The best approach is therefore to call in the experts, who will never commit any of these 7 errors. Contact our team!
Establishing a trusting relationship between advertiser and website operator/owner is precisely what the aim of an affiliate campaign is. In order for this relationship to work effectively, it needs to be founded on clear and transparent commitments. From the authorisation of the levers used and the availability of the advertising formats through to the payment, everything needs to be under proper control. And the advertising conditions are a significant and important part of the process for both advertisers and publishers when it comes to increasing the number of conversions.
Payments: the key aspect
Why would an affiliate choose to work with one brand rather than another? There is always a personal affinity aspect involved. Of course, we always work better and more effectively with brands we know, respect and like, but that’s not everything. Payment is the whole raison d’être of performance marketing. This means you need to know how to thank those who put effort into marketing a brand and promoting particular offers.
Advertisers are generally completely open and transparent in providing information about their payment terms and conditions. This percentage, in particular, is a crucial factor, as it can vary based on product category, offer type and brand. This is why it constitutes an important lever for generating loyalty, i.e. in terms of turnover (before tax) generated by the conversions produced by affiliates.
In addition to the level of payment, you also need to be transparent with respect to the payment terms. You need to forget about offering a topped up gift card every four months. Payment by bank transfer, or via a PayPal type third-party payment service, within 30 to 45 days, will always be more welcome and appreciated.
Special deals, cashback offers and promo codes
Promo codes provide a way of obtaining substantial discounts on purchases, and are very widely used to boost the number of visitors to websites. They are provided by advertisers and apply to specific products or are valid for specific periods of time. They form part of the range of levers affiliates can use to promote the advertiser’s offers. The same principle applies to special deals and cashback offers. The more an advertiser is able to vary the range of advertising tools and resources available, the more attractive they will be in the eyes of publishers.
Where discount codes are not available, there are other options to explore, such as free deliveries and the current promotional offers. When presenting your advertising terms conditions to affiliates, it’s transparency that counts.
For a long time, online advertising offers were dependent on cookies and the length of time they lasted before expiring. With the arrival of mobile internet and the omnichannel approach, however, other technologies have proven to be more effective. Nevertheless, the basic approach remains the same. You need to define a clear calendar respecting the duration of the offer and stick to it. That way you can properly manage link and promo code expirations.
It’s actually easier for an affiliate to work with their community over the medium to long term rather than the short term. That way, they have time to create relevant content that’s properly aligned with the advertiser’s values and objectives. The seasonality and duration of offers can have an impact on campaign success. This is an additional reason to decide these aspects carefully and share this information.
Email campaigns: the little extra touch that can make the difference
Managing an email advertising campaign needs to be done prudently. The content, if not approved and properly controlled, can have major impacts. Strict terms and conditions can therefore be applied here, in accordance with the strategy chosen, the message, the offers to be promoted, etc.
The email kit plays an important role in making it easier to carry out this work, as much for the advertiser as for the website owner/operator. Email kits are made up of an HTML file designed to simplify the page layout process for the campaign. It include high-quality images and visuals that have already been pre-approved and perfectly sized and formatted. Integrating an email campaign option into your overall advertising campaign makes it possible. It enhance your offer and adapt your promotional campaigns in strict compliance with the GDPR.
The advertising terms and conditions applied to an affiliate campaign should not be taken lightly. Nowadays affiliates, like advertisers, are looking for good economic performance. In that context, being able to bring the offer into contact with the demand is essentially expert work. Because above and beyond just simple editorial and commercial choices. What also counts is employing the right approach within an overall marketing strategy, as much for the affiliates as for the brands themselves. And when it comes to successfully achieving this. There is nothing better than having experts by your side to help and support you. Contact the Kwanko team today!
With the end of the summer holidays looming, it’s still a good time for companies to review their marketing strategy. One of the solutions consists of exploring new tools and solutions to come up with a relevant action plan. In an increasingly competitive economic environment, it is essential to know how to reach the right people at the right time and by the right means. We offer you 5 easy-to-adopt solutions in order to activate a winning plan to ensure an effective back to school strategy.
With affiliate marketing, the advertiser works with a network of publishers in order to be able to promote products and services sold online. By monetising its audience, the affiliate plays the role of intermediary between its community and the brand asking for its help. This guarantees qualified premium traffic as the advertiser only pays for clicks and/or actual purchases. This is the principle of performance marketing, which ensures effective ROI-led investment.
Affiliates take the form of content creator (bloggers, YouTubers, influencers etc.) but can also be found on price comparison sites, money-saving and cashback websites and email databases. Thanks to affiliate marketing, you can increase your repeat purchase, conversion and new customer rate.
Display advertising is an effective branding mechanism. There are different types of formats depending on size and location, from just a banner to website skin ads. To stand out in a crowded market, display is a good practice for providing reassurance and confidence. This strategy works both on desktops and mobiles, and manages cross-device tracking in order to track your clients’ experience across all channels.
Online advertising also works by means of native advertising, which uses a third-party website’s code and editorial line. The content is relevant, customised, anti-AdBlock and non-intrusive.
Despite apps, social media and private messaging services, email is still the easiest and quickest way of staying in touch with prospects and clients. It allows you to send customised information depending on the products and services on offer at the time from your files, and also include opt-in email addresses deduplicated from third-party websites. What counts is complying with European GDPR regulations.
All actions can be traced from an email (opening, click, location etc.). It is also an effective system as the advertiser only pays for email openings.
Drive-to-store: generate footfall to sales outlets
Let people find out about your stores and sales outlets thanks to mobile advertising! Most consumers use their mobile phone to look up whether the desired product is available at the nearest store before going to the store. This means it is necessary to invest in local listings, mobile geolocation apps and technologies able to reconcile online and offline data.
The best drive-to-store marketing practices include using SMS to send promo codes to people located within your catchment area, or even targeted and location-based advertising on social media.
This is a marketing method that puts advertisers in touch with influencers presenting an affinity with a brand or business sector. Each influencer shares information with its community in order to promote a brand, product or universe. Sometimes, everything is highly coded, sometimes brands give influencers carte blanche to add their own creativity to the codes used.
Depending on the information shared, it is possible to track and measure ROI for campaigns, social engagement, shares, new subscriptions etc. Although influence marketing has a lot in common with B2C, it is also being developed in B2B. The networks and messages are different but the principle is the same, with consultants, researchers, speakers, figures from the worlds of economics and politics etc.
An effective back to school strategy in terms of marketing therefore means activating a variety of drivers that all work in synergy with each other. Between branding, marketing and performance, geolocation and influence, this convergence of approaches allows you to combine the best of technology and the human relationship to create a unique client experience. Contact us to find out more or assign your project to us for the best back to school strategy.
Affiliate marketing is a very effective marketing and business opportunity, based on a relationship between a publisher and an advertiser. This model, which focuses on pure performance, creates a lasting partnership to promote a product or service, whether in B2C or B2B. Whether you’re a pure player in online sales or the web is just one of several channels for you, affiliate marketing is a low-cost, high-reward approach which helps to increase sales and to develop your branding. Allow us to explain.
Affiliation: back to basics
Content producers and publishers who develop real expertise in a particular subject through a blog, a website, videos or regular social media posts are an interesting opportunity for advertisers. Advertisers can collaborate with them to showcase their products and services, paying the publishers for generated conversions. It’s a performance strategy model. Advertisers only pay based on key objectives: a click, a purchase, a download (white paper, mobile application, etc.), a subscription to a newsletter, etc.
The advertiser, therefore, entrusts a third party with the promotion of a brand or product. This third party can be a news site, a blog, a micro-influencer on social media, a price comparison site, a deal site, etc. The monetisation of this audience enables the publisher to finance his/her content and his/her development projects. The advertiser, meanwhile, is guaranteed to reach a qualified audience.
The affiliate promotes the brand by various means: newsletters for their community, native content, videos, banner ads, etc.
Advice and best practices for a successful affiliate strategy
Affiliate marketing is simple to set up, once you have the right contacts. To save time, there are specialist agencies which act as intermediaries between publishers and advertisers, offering personalised support services and helping to set up a truly effective system.
Focus on evergreen content
It’s better to spend a bit more time on a quality text which can be amended and republished later, rather than quickly publishing a “low-cost” text, with very little, low-quality content. This evergreen content usually includes analysis and higher quality topics, which are explored in more detail, making it more interesting for readers. This content also responds to common, generic searches on search engines.
Pay attention to your message
To create a relationship of trust, the advertiser must want to work with you. So you need to have:
- quality design
- a professional approach
- clear, consistent messages (nothing provocative or scandalous, no conspiracy theories, fake news, clickbait, etc.).
The messages shared by the affiliate act as a showcase. The more attention you pay to it, the more appealing it is to readers.
Your community follows your content because it relates to a specific subject or area of expertise. If music’s your thing, don’t promote flights or car insurance! It’s tempting to want to monetise your audience but if you do it too much, your readers may change their minds and stop reading altogether. Publishers must constantly search for a balance between natural content and affiliate content.
Make life easier for publishers
Share information and content which is ready to use:
- email kits
- promotional material
- comprehensive product feed, etc.
The easier the work is for the publishers, the more likely they are to share your product/service. Especially given that your brand won’t be familiar to everyone. Wording is important, so save time with content which can be used immediately and is easy to understand.
Change up your offers
Some offers have a short shelf-life. This is especially true for well-targeted trading periods such as the sales, Christmas, back-to-school, etc. You need to update them frequently, both in terms of content and communication channels. This also helps to boost your visibility and to keep your audience interested.
A relationship with an affiliate goes beyond the usual relationship between a customer and a supplier. Above all, it must be a genuine partnership which is based on trust. To ensure that this partnership is effective, make sure that you communicate in advance with regard to the commission, payment terms, etc. Advertisers must focus as much on taking care of their publisher network as they do on taking care of their customers.
As a way to drive sales, to accelerate business, to facilitate connections and to catalyse creativity, affiliate marketing is an essential part of your toolbox. It rewards publishers’ personal investment and is non-intrusive, personalised and performance-oriented. Whether you’re an advertiser or a publisher, affiliate marketing is a win-win approach.
Would you like to entrust us with your next campaign or register your website, mobile application, database or your social media? Then contact us!
How to Increase the Volume of Sales on your Website this Summer? Ah, summer: the beach, the sound of the cicadas, the sun, evenings with friends, total relaxation… It all feels a long way from the noisy, fast-paced business world, doesn’t it? But this period no longer necessarily means people disconnecting and slow sales. Consumers still buy at this time of year and businesses should be investing to reach their goals. Some sectors like sport, wellness, tourism, training and individual and business services continue to operate in summer. Although the pace may drop off a little, this is the perfect time to make yourself heard, win back market share and reach new clients who could become loyal ambassadors in time. Let’s explore this further.
July is always an intense month. With clearance, new mark-downs and wary individuals who want to avoid the crowds already preparing for the back-to-school period in September, July is a good month for business and for increasing sales on your site. And preparation for this period can also be done online with special offers for digital pure-play companies and online vendors using an omnichannel strategy to boost their sales.
Then there is the never-ending stream of current events for newsjackers. Music festivals, Wimbledon, the Tour de France, exam results, The Proms, Notting Hill Carnival and other events all provide an opportunity for you to mobilise your community during the Sales period by providing tailored content.
Go digital and adapt what you’re offering
It’s often said that clients are hard to reach during the holidays. But the truth is that, just like the rest of the year, they are never off their phones – even at the beach. So, this is the time to use digital campaigns to make yourself known: on social media, via affiliate and influencer marketing, SEA, etc. There are various different ways to reach mobile users who are on holiday to increase sales.
You can use geolocation to carefully target individuals in a particular region. You can tailor your marketing to prospect location. For local traders, it’s the perfect time to bring tourists into store using drive-to-store campaigns.
Then, if you have a well-designed website, users can place an order from their phones in just a few seconds. Payment is even going digital with solutions like Apple Pay. Meanwhile, mobile apps are key catalysts that facilitate the customer journey, wherever clients are located. You could even go further by offering deliveries to your clients’ holiday accommodation…
B2B is slow…or not
It’s true that companies can see business slow in the summer…but this isn’t the case for managers and decision-makers. Although they can rest, they can never truly switch off. They can relax, but use their holiday time to catch up on the reading they didn’t have time for during the year. It’s a good idea to coordinate your marketing and offer ‘summer edition’ content with B2B messages sent out in white papers, magazines, and even paper-based content. If you educate, evangelise and share good ideas, your hard work will pay off come September and even increase sales on your site in summer.
Automate and pre-plan your campaigns
By working with an agency, your ads will still be put out even when you’re on holiday. This means clients will continue to pour in, even if you send your marketing and sales teams away for a break. You can also plan and schedule campaigns in advance so you’re not completely out of the picture or giving your competitors free rein. Although customer services staff must always be contactable to deal with client requests and questions, marketing colleagues can have time off to recharge ready to start off on the right foot come September. With Kwanko, you can pre-plan and schedule online ad campaigns! Learn more by filling in a contact request here!
Plan your September campaigns
People sometimes prepare very early for September, especially if they have children. So, it’s a good opportunity to look ahead, work out what you want to offer, think about your campaigns and prepare for website updates. September often marks the start of a new phase that can be even more significant than January. Lots of brands make the most of this. For sectors as diverse as beauty, sport, lifestyle, decor, travel, health, tourism, and even insurance and financial products, it’s a good time to take stock of needs and get acts together.
Summer is a transitional period that often marks a return to form between two seasons. But, despite appearances, it’s also a time that can be busy for opportunists: the second you decide to take your foot off the pedal, your competitors will take advantage. So, it’s time to drive more sales than them with the help of the Kwanko Team!
Although written content is certainly important online, visual material is paramount. From images and infographics to photos and animations, the right amount of care always needs to be taken when preparing every online visual. And if there’s one place where this care is particularly crucial for success, it’s in online advertising. Banner ads are still very relevant tools for branding, lead generation, and affiliate marketing. But you can’t just throw together the perfect banner. It must hit the right notes in both form and content to grab the reader’s attention, present the brand and build trust while being as unobtrusive as possible. We’ll take you through how it’s done.
Create a design that stands out from the crowd
Your banner must reflect your brand’s image and attract attention at the same time. To do this, we recommend using unique, high-quality images and photos. As often as possible, please try to limit the use of images from your database that are too standardised and easy to identify. The more the banner aligns with your corporate identity, your values, and your position, the more effective it is going to be. This means that while it must include your logo, you are free to play around a little with the color scheme.
The right balance must also be found between quality and technical features. The banner must load quickly in order to be effective, but must not be pixelated or vague in any way.
Your banners can be either static or animated. If you choose to animate, err on the side of restraint: the era of ‘Christmas tree’ webpages has long since passed.
Sculpt your text
A banner must say a lot with just a few words. The text must be both clear and concise. On Facebook, for example, the text must take up no more than 20% of a particular post’s space. This advice can be applied to all banners. No long-winded speeches; the text must get straight to the point.
You can also adapt your text to fit the context of the banner. The content of a social media post, for example, should be different from that of a blog or a major company’s website. The text portion can also be adjusted according to which stage of the sales cycle the prospect is in. The approach could be more general in nature at the beginning of the cycle, but more specific when displayed on specialist sites.
And, one final thing to keep in mind: always proofread! Spelling mistakes are unforgivable on banners, as they will discredit your brand. Make sure your message is completely clear. If you wish to be humorous or provocative, test your message in advance, as not everybody has the same cultural frame of reference.
Optimise your CTA
Call-to-action is the button that must make people want to click on your banner. These buttons can help measure the impact of your campaign. The aim is not necessarily to encourage people to buy: it’s to get them interested in your brand. So you can change or experiment with the ‘discover’, ‘register’, ‘free trial’ or ‘more information’ CTA structures.
You could also adapt your CTA according to the kind of interaction you have had or wish to have with a prospect. When addressing a prospect for the first time, for example, a different CTA should be used to when retargeting a prospect or conducting a performance ad campaign.
Every link should be measurable, so the performance of the banner can be properly evaluated. This is an important KPI as it assesses the relevance of the banner. By tracking clicks, you learn which CTA is most effective. A/B testing can be a very powerful tool for remedying uncertainty, optimising your banners and trying out new messages.
Adapt your banner to different formats.
There is no one-size-fits-all approach to making banners. They can be vertical, square or horizontal. This means taking time to re-frame banner content according to requirements. In some cases, pre-prepared visual content could perhaps not work from a new layout perspective. You must, therefore, be flexible enough to start again from scratch, rather than trying to forcefully hold everything together to the detriment of the final product.
Creating perfect banners for an ad campaign is a precise job that should not be underestimated. Every detail counts. Plus, if there are templates available online, it’s very difficult to completely customize them to your brand. This is the reason why it is always more worthwhile to work with professional designers (internal or external to your organization) who can offer a fresh perspective on the challenges you face. We would, therefore, like to offer you the services of our graphics studio. If you need to overhaul or create new banners from scratch, please don’t hesitate to get in touch !
Summer sales mark a turning point in advertisers’ business calendars. Originally limited to textiles and ready-to-wear, they have now been extended to encompass much of the economy for many years. From bank loans to software, household goods, interior decor, wellness products and cars, every brand uses sales as a promotional tool. The aim? To attract new customers, retain existing customer loyalty and increase average spend, while clearing out stock.
Update and monitor your product catalogue
The catalogue tells you what to sell, when and at what price. It should be right up-to-date as it will provide all the key information that goes out to publishers. You can also edit it in real time depending on how sales go. If one product is proving harder to sell than another, you can invest a bit more for a limited period. Take the time to check the quality of your catalogue: images, descriptions, titles, references and everything else should be as clear as possible with unique data and no duplication or errors.
Create and share appropriate and effective visuals
Working with publishers should be a win-win situation. For this to be the case, you need to make your publishers‘ lives easier so they can concentrate on their work and try to bring you new customers. This is why you should send them data and content that are easy to manage and add in. These can include email kits, banners, specific wording, sales strategies, etc. What matters is taking care with the style and content. The design serves the message. Time spent preparing will soon pay off once the campaign has been launched.
Manage different mark-downs
Prices fluctuate hugely during sales. Reductions can start at 20% and increase to 30% or 40% two weeks later. This means you have to be agile, react fast and anticipate all the situations that may arise. Stock management needs to be precise and effective. Your advertising campaigns should get underway immediately and your in-house validation process must be smooth to avoid wasting time. You can also use promotional codes for extra services. These are added to ongoing promotions (free delivery, free returns, insurance included, etc.).
Email is still the preferred way for affiliates to communicate with their communities. This is why affiliates should be sent elements that are ready to use. Choose visuals carefully, be inspiring, test the results on all platforms, check all the links and monitor email campaign performance in real time. You could send through an HTML file with images hosted on your server to optimise load time. Your email kits should be suitable for mobile devices so they work on all platforms. Finally, you can encourage A/B testing to optimise campaigns.
Managing your own affiliate campaigns can be time-consuming and tiring. It is more efficient to pass this work on to an agency who does it day in, day out. When deciding which agency to choose, you need to ask the right questions: how many publishers do they have in their network? Which countries are they in? Do they already have experience in your business sector? Do they have reliable campaign management technology? Would you have proper support? You can use the answers to these questions to choose the right trusted partner.
Summer sales do not only happen in stores. The online battleground can be the toughest because of the strong competition and real-time element. You should, therefore, see your publishers as business partners. They represent your brand on the (virtual) ground and the more convinced they are by your offering and brand, the more effective they will be. Consult our team of experts for assistance with your projects!
In order to make your products and services known, you spend a great deal of money creating marketing campaigns that must be effective and relevant. But how do you actually accurately measure the ROI of your actions? How do you know if your investment in Google Adwords is more effective than that on Facebook, for example? Are you sure that your marketing email campaigns or affiliate marketing campaigns have been the only conversion triggers? Faced with this complex problem, attribution models attempt to unlock the mysteries of the customer path, with a view to identifying and optimizing the progression that drives customers towards a purchase decision.
Implementing an attribution model: Why?
Attribution is a strategic method that measures the respective effectiveness of your various channels and your points of contact within the conversion paths taken by your customers. Yet, within a hyper-fragmented environment, it is never easy to know which steps have ultimately guided the customer decision. This can be very gradual or very sudden, depending on the needs and expectations, whether expressed or not.
Attribution models allow you to optimize your marketing strategy and better allocate your expenses by channel, based on their effectiveness. The goal is not to be everywhere, at all times, but rather to invest where it is really relevant, based on your products, your offers, and the customer profiles. To this end, an attribution model allows you to rate your channels based on the impact that they have had on the conversion. In plain language: what is it that made a customer decide to purchase a product? This is a decision that is not linear and one that depends on a wide variety of factors. And this is where everything gets complicated, as accurately retracing a decision is always to a certain extent random.
The different attribution models
There exist several different attribution models. Here we will present to you the most well known and the most widely used. Spoiler: none of them is actually 100% effective.
The last-click model
This is the most traditional model and one of the most widely used, especially in affiliate marketing. This model involves attributing the conversion to the last recorded click. It is a very basic model, as a conversion is always preceded by several interactions with a brand. To rely solely on the last click will never give you a global view of the customer path.
The first-click model
This model attributes full credit for the conversion to the first point of contact. It is simple, yet highly flawed, as it is only the start of a long path that may include numerous other areas of influence. The fact that a visitor clicks on a Facebook ad does not make this the sole trigger for the sale.
Since each conversion utilizes several channels, linear attribution smooths out all of these channels in identical fashion. The conversion is thus distributed in equal parts between the various channels that were involved in the conversion process. This model has in its favor the fact that it integrates the multi-channel factor into the analysis, however, its distribution remains arbitrary. For linear attribution, each channel has the same value.
Attribution based on positioning within the path
This model takes into account all of the points of contact, however, it attributes greater value to those that are close to the conversion. This is a useful model in the sense that it considers the last steps to be the most important, to the detriment of the discovery phase. This is an assumption that holds a certain logic, even if it attributes practically zero value to the initial steps.
This is a model that emphasizes the importance of the first and last channel on the conversion path. The first, because this is the discovery of the brand, and the last because this is the one that occurs immediately prior to the conversion and that has managed to influence the purchase act. All of the intermediate channels are smoothed out. This model is a hybrid of the first-click, last-click and linear models.
Can contribution analysis respond to attribution bias?
Theoretically, contribution analysis enables the analysis of the performance of all levers across the entire purchase path. It is possible to know which have held the most weight and had the greatest impact. This is a model based on fact, which avoids the majority of classic attribution errors by smoothing out the path. Contribution analysis renders attribution less arbitrary, with improved segmentation of the participants in the conversion chain. There are four main types of participant:
- Initiator: this is the first visit whereby exposure to a brand results in its discovery.
- Passer: an important role as it makes visitors return to the site, without necessarily resulting in a conversion.
- Autonomous: this is the one used when a conversion is only made possible on account of a single lever.
- Striker: he participates during the final sprint, immediately prior to conversion.
The attribution models are as useful as they are complex and assume a very good knowledge of the user experience and the customer path. Making decisions based on an imperfect or arbitrary model can prove dangerous in the long-term. This is why it is important to take time to refine the implementation of your model alongside data and web marketing professionals. Would you like to know more? Check out our intelligent attribution tool, SMARTattribution!
Every business sector has its own key and unmissable trade fairs and exhibitions. Affiliate Summit Europe 2018 is one of these. An essential event to attend for professionals in performance advertising and digital marketing in the broad sense, with its blend of networking, keynote speeches, training sessions and best practice knowledge sharing. It’s for this reason that our entire team attended in London this past February 6 and 7. Amongst the various trends we’ll be seeing developing over the course of 2018 are influencer marketing and strategic affiliation.
The Affiliate Summit Europe conference and trade show
The Affiliate Summit was initially founded in 2003 by Shawn Collins and Missy Ward. Since then, it has grown considerably over the years. To date it has expanded into various international events that take place on a regular basis in both North America and Europe. The Affiliate Summite London had a turnout of more than 1,600 visitors and 800 affiliates, all of which who came to share their knowledge, develop their expertise and find out more about digital trends to come.
Kwanko was represented by our UK team led by Alvaro Sanchez, Managing Director and specialist in advertiser-side performance marketing, and by Zaza Zakaraia, Affiliate Account Manager and expert in publisher-side marketing. The event provided an opportunity to promote and highlight the solutions we offer in terms of increasing sales, generating more traffic, workable lead generation, optimising conversions, and developing an influencer marketing based approach for our clients.
Influencer marketing: a craze that delivers what it promises
Influencer marketing serves as a major form of leverage in the world of digital marketing. A real game changer, it is now in the process of becoming firmly established alongside more traditional methods of online advertising. A growing number of brands have begun using it in earnest and others are currently experimenting with it in small doses, though almost all are interested in it.
Influencers can choose to incorporate an acquisition strategy into their approach. But working with them requires experience, practical knowledge and the support of a properly trained team.
Performance marketing: what’s the best way to work with influencers?
The first thing to do is make sure you understand how influencers are organised. Content, editorial, tone, the volume and audience you are looking to target, expert knowledge of the subject matter
before knowing how to work with influencers, you first need to know and understand what motivates them. This is work that takes place over a long term basis that is built on trust. For majority of micro-influencers, performance marketing is one of the most effective tools available.
The second stage consists of properly and effectively communicating with the influencers. According to the Vuelio UK Bloggers Survey 2017, more than a third of influencers are contacted up to seven times per week on average. However, very few of these contacts result in value-added content on the influencers’ blogs, channels or social media accounts. Hence the importance of making targeted choices and carefully choosing wording to avoid drowning influencers in technical jargon they won’t necessarily be able to master. To communicate effectively with influencers, you need to build a natural human-like relationship and take the time to really get to know their brand and their audience. This is win-win strategy and push pull. You help them, they help you.
And lastly, taking an economical approach is an extremely important factor: the traditional model based on CPA and funded via conversion at the final click does not work with influencers. The scope needs to be increased to enable more effective tracking, established on the basis of community engagement. To achieve this, each advertiser must know and understand what the KPIs and most impactful metrics for their brand are and build their relationship with their influencers around these more open and less restrictive factors.
Both a catalyst for creative energy and a high-value place to meet and share good practices, the Affiliate Summit Europe conference and trade show enabled us to confirm the relevance of our acquisition solutions to performance and to broaden our teams’ expertise on highly specific and targeted issues. It also provided a way for us to make ourselves directly known to advertisers and publishers in order to share our experience and know-how.
Launched by Amazon in 1996, affiliate marketing has rediscovered the path of growth since 2016 after a small loss of speed recorded in 2014. Boosted by the growth of M-commerce and online sales, now better tracked, affiliate marketing points to perennial growth.
Affiliate marketing is starting up again
After a year of weak performance in 2014, affiliate marketing has regained strength! Yet the trend over the last few years seemed to reflect a loss of interest. Although affiliate marketing had seen a constant increase between 2011 and 2013, the year 2014 was marked by a decline of 5%.
Thus, investments in affiliate marketing in France increased slightly in 2015 from 208 to 210 million euros. An upturn which is confirmed by a new increase of 8% observed in the first half of 2016.
The rough patch observed in recent years can be explained by the democratization of mobile use. This trend is disadvantageous to advertisers who use affiliate marketing. Mobile advertising formats have long been neglected in favour of messages optimized for desktop, while at the same time, browsing time on smartphones and tablets has strongly increased.
As a consequence of these new modes of consumption, Internet users juggle between several devices. For example, they read their e-mails on the mobile when they wake up, find out about their favourite sites from a computer during the day and consult social networks on the tablet in the evening. The relevance of the campaigns disseminated mostly on a desktop is thus in question.
Cross-device tracking to the rescue of affiliate marketing
With these new habits, advertisers are faced with another problem. how to track users from one device to another throughout a single affiliate marketing campaign? Kwanko responds to this demand by implementing cross-device tracking that evaluates the weight of each medium along the purchase path.
Advertisers now have reliable and specific data concerning their campaigns. They know at what time of day the conversions are the most numerous or what is the average basket of the Internet user. They also know the customer’s entire path, media by media.
Result: campaigns can be optimized in terms of cost, message and targeting, which gives a much better ROI from one operation to another. Another advantage is that the conversion funnel is gaining visibility. The advertiser is able to pay the publishers more fairly based on its actual contribution in the purchase process.
ROI at the heart of affiliate marketing
Affiliate marketing is a means of promotion that is not only effective and relevant but also oriented towards optimizing the ROI. And with good reason, the advantage of affiliate marketing resides in its founding principle “You don’t pay money until you get money”. In other word, you only pay for results. The remuneration of the affiliate is only made after the conversion. Your ROI is therefore guaranteed and protected by this principle.
This pattern also applies when we do not achieve online sales. For example, you can collect leads regardless of your field of activity. The mechanics remain the same. You pay your affiliates only when a prospective client validates a request for a quotation or downloads a brochure after filling in a form.
Thanks to reasonable budgets, affiliate marketing makes it possible to reach many Internet users, easily and very quickly. As a result, your products are offered to thousands, even tens of thousands of prospects without you spending a penny!
As opposed to traditional advertising campaigns, which are often expensive and whose impact is still difficult to measure today. You get free access through your affiliates to the web to boost your sales.