1. 2 The Global opportunity– Why, where and how to geographically expand your affiliate programme...
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Transcript of 1. 2 The Global opportunity– Why, where and how to geographically expand your affiliate programme...
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The Global opportunity– Why, where and how to geographically expand your affiliate programmeJames Maley, Head of Corporate Clients, North West Tradedoubler
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Agenda:o European Opportunityo United Kingdom Vs Europeo Top Affiliates: Europeo Vertical Affiliates: West & East Europeo Exporting from the United Kingdomo Geographically Expanding o Summary
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Europe: opportunity
• 289.4m people online
• Average 30 hours a month online
• €1,343 average consumer spend online in 2012
• €85.8bn online retail spend in EU in 2012*
• 12% annual growth forecast over next 5 years*
• €3.9bn sales revenue driven within UK affiliate channel
Where is the opportunity…
Affiliate ad spend is expected to grow in H1 2013
+15% UK
+10% Germany
+7% France
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UK versus Europe: affiliate landscape
Savvy consumers
High % of sales through cashback and voucher
Display dominated by retargeting
CPA is the norm
Difference in consumer behaviour by country
Different tactics/approach required per market
Display/email/generic PPC more effective
CPC or hybrid commissions much more prevalent
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Top affiliates in Europe
Cashback & Loyalty
Meta & price comparison
Voucher / coupons
Supplementary paid search
Closed networks
95% of online consumers compare prices online*73% download coupons onlineOver 40% of consumers via affiliation go direct to their favourite loyalty, cashback, voucher site40 – 60% multi channel purchases within affiliation end on a top partner site
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• Advanced multi-channel journeys
• Vertical sites drive traffic
• Purchase on cashback/loyalty
Vertical affiliates: UK, France and Germany
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Vertical affiliates: Nordics
• More blogging and user generated content sites
• Consumers captured at point of purchase
• Reviews/ recommendations more influential
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Vertical affiliates: Italy and Spain
• More PPC/SEO/SEM
• Lack of quality content
• Cashback sites starting to develop
• Combined cashback and content offerings
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Vertical affiliates: Eastern Europe
• Affiliate channel developing
• CPC prevalent
• Content sites developing
• Looking to UK as a model
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How: exporting from the UK
• Lower initial cost• UK based operations• Quick set up
• Shipping costs• Payment• Consumer reluctance to
purchase cross border
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Exporting from the UK
Clear shipping costs
Local currency
Local language
Different competitor landscape
Cross-border publishers
Different effective channels
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How: geographical expansion
• Local payment methods• Lower delivery times &
shipping costs• Local expertise
• Significant initial costs• Brand awareness• Risk factor• Different competitor
landscape
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Geographical expansion
• Dominant affiliate models
• Metrics / commission models
• Language• Currency / payment• VAT and domestic taxes
• Logistics / delivery
• International coordination & planning
• Local affiliate management and knowledge
• Launch plan• Clear communication to local and international affiliates
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Local knowledge is the key to success
SummaryDifferent markets require local expertise
Consider International vs local publishers
Number of cross border purchases set to grow
Strive to be the first and best in market