Integrated Performance Marketing

1
Integrated Performance Marketing Rachel
HonowayVP of Sales and Marketing KowaBunga!
Technologies
2
OverviewWhat well cover today

• Affiliate Marketing Timeline Where weve been
• Affiliate Marketing Issues What were facing
• Affiliate Marketing Future Where well be in
  the VERY near future with Integrated Performance
  Marketing

3
Background
KowaBunga! Technologies

• A quick KowaBunga history
• Affiliate Tracking and Management solution
  provider since 1998

4
Evolution of Affiliate MarketingA look at where
weve been

• Late 90s Affiliate Marketing is a new concept
• Embraced by forward-thinking, aggressive
  companies
• Affiliate industry focused on education and
  awareness.

5
Evolution of Affiliate MarketingA look at where
weve been

• The New Millennium Affiliate Marketing becomes
  a popular technique
• Used by many companies, large and small
• Affiliate Marketing industry focused on
  mass-affiliation

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Evolution of Affiliate MarketingA look at where
weve been

• Today Affiliate Marketing is the Catch All
• Affiliate tracking is used to track everything
• Affiliate Marketing industry focused
  relationships, communication and conversions

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The Issues Were Facing TodayEnter the problems

• Parasiteware/Scumware/Adware
• Ad-blocking Applications
• CAN-SPAM
• Re-Birth of Search Marketing

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The Future UnfoldsAffiliate Marketing matures

• Stronger focus on relationships
• Clear distinction between affiliate
  relationships, ad buys and search traffic
• Merchants will carefully select true affiliates
• Affiliates will be empowered with technology
  allowing them to carefully select the right
  merchants

9
The Future UnfoldsAdvanced Technology based on
what weve learned

• Affiliate Tracking Technology is replaced by
  overall e-marketing tracking
• Affiliate Marketing is a part of the overall
  e-marketing strategy
• Tracking of all other traffic, on-site actions,
  value of customer and other important stats are
  based on what weve learned through affiliate
  marketing

10
Integrated Performance MarketingIntroduction

• I use the term Integrated Performance
  Marketing to explain this Jeff Molander,
  Molander and Associates
• What is it?
• Through Integrated Performance Marketing, web
  marketers will track, report on and analyze all
  of their traffic sources on an integrated,
  performance-based platform.

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Integrated Performance MarketingApplying the
Concept

• 3 Clients applied this concept over 2 ½ month
  period
• Following is an example based on the trends they
  saw, and the results they received
• ReferTrack is more than an Affiliate Tracking and
  Management Solution

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Integrated Performance MarketingWhat this means
to our industry

• Merchants and Affiliates will have the ability to
  track and analyze all e-marketing efforts.
• The Merchant-Affiliate relationship can be
  customized per affiliate to allow for slotting
  fees, special links, etc
• Affiliate Marketing, PPC Search Marketing, Search
  Marketing, Resellers, Ad-Buys, Web Analytics and
  other campaigns all become performance marketing
  tools.
• Web analytics will become an exact science.

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Integrated Performance MarketingYour action
guide to IPM

• Start tracking the PERFORMANCE of every campaign
  Think of your entire online strategy as
  performance-based.
• Analyze the performance of each campaign
  separately and as it relates to your overall
  marketing strategy
• Consider mini-conversions and what they tell you
  about each campaign, keyword, affiliate and
  creative/link
• Stop weeding through the numbers. Execute your
  strategy, and analyze your results.