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How Can CPA Based Business Models Survive In The Future
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5. Budgets are shifted to performance – display advertising increasingly measured on performance 2.907 Mio . 3.648 Mio. (+25%) 4.026 Mio. (+10%) (+25%) (+15%) (+10%) (+10%) (+27%) (+24%) (+15%) (+10%) (+10%) (+25%) Growth of Affiliate Marketing in Europe Online Marketing Spendings in Germany Gross!
6. But successful online marketing requires the right combination of channels Display eMail Search Affiliate Marketing
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8. We need to understand the consumer journey before the purchase
9. During the journey the user has multiple adcontacts each contributing to the sale Source: doubleclick case study Clicks on an affiliate ad (pricecomparison) Clicks on a display ad Click on paid search term in Google Books a 3 night short break for 12 August Click on an display ad Click on a affiliate ad Search on Google Sale 1st June 11th June 18th June 18th June User Conversion: 2% CPA: 20 GBP Conversion: 0.5% CPA: 60 GBP
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11. purchase funnel: the steps interact with each other Source: doubleclick case study 10,000 visitors 100 sales Brand awareness Convert to sales 1% Conversion Initial brand awareness Brand engagement Product discovery Consideration Product selection 10,000 1,000 100 5,000 250 View banner ad Search Read email Click affiliate ad
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13. Display ads trigger search queries on advertiser´s brand and generic terms Source: comscore, 12, 2008, HOW ONLINE ADVERTISING WORKS: WHITHER THE CLICK?
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19. Affiliate network technologies will help advertisers and publishers to improve their returns Postview Integrate postview tracking for measuring the efficiency of publisher reach and remunerate for it Cookie Hierarchies & Split Commissions Search Manager Campaigns Use display campaigns to leverage inventory for short term goals Complement direct SEM with SEM via affiliates Remunerate branding effects and second cookie, allow for hierarchical commission structures
20. Any questions? We are happy to discuss the future of affiliate marketing with you.
21. Warner Case Study: How to set-up a multi channel campaign Affiliate Networks Website Sale Paid Search Display eMail Behavioural CPM CPA Source: doubleclick case study
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