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 decision point – internal versus external
Familiarize yourself with payout types, run promotions
Retention – retention of affiliates is difficult, use CRM to track, communicate regularly with affiliates, etc
Optimization – Segment publisher by recruitment type, test landing pages, etc
Measurement – compare MOM and YOY and web analytics
Chris Henger, substituting for Stuart Frankel, President, Performics.com
Affiliate marketing is 5-20% of online sales (interesting that his figure is lower than the Abe Books marketing speaker – maybe book category is higher?)– reach customers in the research and purchase mode
Affiliate marketing is fast growing but is a mature web space
Affiliate marketing is intertwined with the search channel
Mass, open or private program – which one is right for you?
Approved, live and active program
Understand, Develop, Perform
Understand payment terms in your category and brand management implications.
Compliance lab to learn from affiliates.
Steven Denton, President, Linkshare.com
Communication is paramount, affiliates prefer e-mails IMs
Send segmented newsletters and engage in proactive outreach
Suggested site – thebudgetfashionista.com
Compensation Structures will vary – tiered and bonus offers and sales contests and promotions
Hidden pitfalls – don’t dedicate enough resources, focusing on sheer number of affiliates, viewing affiliate marketing as cheap advertising
Hub of affiliate marketing activity – abestweb.com