Kako Ben Franklin plovila trgovina
je z uporabo socialnih medijev prodati
z Jeff Molander
Čas je, da se glasi: 7 minut. Strokovnjaki pravijo, "gradnji skupnosti," buzz "ali" sodelovanje v pogovoru "je veselje. Ampak nori ljudje kot sem jaz še vedno rad prodal stvari. In to nekaj preostalih Ben Franklin trgovin. Danes sem 'll vam pokaže, kako je Ben Franklin trgovina na podeželskih Washington po naključju odkril, kako ustvariti zmagovalno socialne medijsko strategijo, ki vozi več kupci v trgovini. Jaz bom tudi deliti z vami bližnjico: Stop je videti zakaj "kaj deluje" iz agencij in svetovalci. Start sebe sprašuje, "kaj deluje v naših trgovinah?" Potem pa uporabi orodij, kot so mobilni pošiljanje kratkih sporočil, da je Veliko polnjenje. Kliknite za nadaljevanje ...
Tags: Boljša "socialni" strategije , Jeff's faves , trgovina na drobno Zgodbe o uspehu
Kako Adagio se bije Bigelow Tea
do socialnih medijev punch
z Jeff Molander
Čas je, da se glasi: 8 minut. Bigelow in Adagio Čaji tudi dva konkurenčna "čaj-commerce" blagovnih znamk. Ampak Adagio je jasno kategorijo vodilni online Dobavitelj čaja. V tem kratkem članku bom hitro vam mršav o tem, kaj so " delaš prodati več čaj z izjemno pristop k trženju in spletnih socialnih medijev. To deset let stari "čist" Internet je podjetje dominira svojemu velikemu, starejši konkurent. In oni so to počeli celo brez telefonske klice strank. Here's njihova skrivnost tako da boste lahko sledili svojim svinca.
Tags: Best vsebina strategije , boljši "socialni" strategije , Jeff's faves , Success Stories Trgovina na drobno
Lahko Prilagoditi vaše zanimanje z Google?
z Jeff Molander
Ste že kdaj podvomil uskladitev oglaševanja interesov Web s tisto iz Google? Ali ste kdaj najti sebe hrepenenje po "boljši občutek za" opredmetena vrednost je bila na voljo? Kdaj počutili kot da ste plačilni Google denar za zaščito - odkup PPC oglase v zameno za zaščito vašo naravno rezultati iskanja? Nisi sam. I pogosto naletijo na ljudi, ki se - od lastnikov malih podjetij na do večjih blagovnih znamk. Tukaj so njihove zgodbe in kako si lahko prve korake v smeri odkrivanje vrednost vaše spletne Oglasi - ali pomanjkanje le-teh. Kliknite za nadaljevanje ...
Consumer Empowerment: Social Marketing's Secret "Uspeh omaka"
z Jeff Molander
Jeff Jarvis za Buzzmachine.com strinja . Občutek moči, da potrošniki dobijo pri sodelovanju v "crowdsourcing" model virov o tem, kaj je treba biti tržniki pri čemer obvestilo o (in uporabi!).
Poglejmo si, kako ena velika družba pa to: Progressive zavarovanje avto. Watch video zgoraj za to in še več primerov, kako pionirske marketingu so sprejem, tako da kupci neomejen nadzor nad IZBIRA - ustvarjanje močne vezi, ki vozi lojalnosti blagovnim znamkam.
Tags: Best vsebina strategije , boljši "socialni" strategije , uspeh Retail Stories
Kako uravnotežiti Search in tržnih strategij Affiliate
z Jeff Molander
DMA Virtual Seminarji Presents ...
Povezovanje in iskanje Affiliate strategije za čim večjo donosnost naložbe
25 marec 2008
1:00-2:00 ET
Lokacija: Online
Kot je iskanje tržnih hitro razvija, marketingu nenadoma znajdejo konkurirala na s svojimi ceno na nakup (CNN) podružnicah.
Trgovci borijo za čim večji primarni prihodki (prodaja / vodniki, ki jih drugače ne bi dobili) brez cannibalizing lastne iskalne akcije ali grozi, da affiliate ustvarjene prodaje.
Prodajalci pa so izzvani, da razumejo, ki pridobivanje in ohranjanje strategija deluje najbolje v primerjavi z drugimi - v okolju, kjer se prekrivajo "kanal" postaja na poti k resnično jabolk do jabolk donosnost analizo naložb.
Ste konkurirala na vaše CPA podružnicami Web pri iskanju prostora? Ali ste borila za čim večji primarni prihodki brez cannibalizing lastne iskalne akcije ali grozi, affiliate, ustvarjene prodaje? Če je tako, nov DMA Webinar sem jih ustvaril za vas. Zdrava pamet tržniki in povezanih družb grize bullet - radikalno prestrukturiranje razmerij, da se doseže vzajemno koristno nabave in trženja blagovne znamke rezultate. Pokazal vam bom, kako odkriti skrito v učinkovitosti in nežno preusmeri pravila o porazdelitvi affiliate. Pridi izvedeti, kako za povečanje CPA affiliate trženje brez ogrožanja plačano iskanje!
Po tem Webinar boste razumeli, kako pop soseske in pregledujejo CPA affiliate in plačano iskanje programov za kampanjo na ravni cross-over, da oblaki res merjenja ROI. Seveda, bom razkrila, kaj morate storiti - tako, da je nov tečaj, ki vam daje moč nad stičišču poti učinkovitosti trženja, čeprav uravnotežen pristop. Se vidimo tam!
Affiliate Marketing Študija primera: OnlineShoes.com
z Jeff Molander
V tem delu na Target Marketing Magazine I odkriti, kako Web tržniki in povezanih družb obravnavajo "kanal crossover" vprašanje.
To pomeni, da sledenje kako različne taktike za promet - kot so spletne affiliate marketing, iskanje in offline promocijske kampanje - prekrivanje in komuniciranja.
Cilj je razumeti interakcijo in odpraviti nejasnosti v "knjiženje prodaja" na posamezne akcije trženja.
To je prastari problem, da je spletno trženje mešanju vendar ga je mogoče nadzorovati.
Danes, multi-kanalni prodajalci so prestrukturiranje strategij s svojimi podružnicami, da se zagotovi donosne odnose. Dr Amanda Watlington, Leadpoint.com je Lee Gientke, PopShops.com 's Angel Djambazov in Alan RIMM-Kaufman razpravljajo.
Vzeli bom to priložnost, da sporočamo, moj stalni odnos z Target Marketing kot svoje digitalne pridobivanja kupcev in ohranitev kolumnist v letu 2008 -, ki zajema spletne tržnih strategij, vključno z affiliate trženje in iskanje. Prosimo, da menijo, naročite na RSS feed Marketing je Target za vse najnovejše o digitalnih medijev in e-poslovanja z neposrednim značaja trženja.
ACCM večkanalne Merchant Show Predstavitve: 2007
z Jeff Molander
2007 Letna konferenca za katalog in Multi-Channel Merchants (ACCM) pokaže dinamična plošča kot nobena druga sem potegnil skupaj ... in sem bil početje to od leta 2000. Mi je osvojil zelo dobro hvala za moj krepko, radodaren in nadarjenih panelisti - višja kot katera koli druga trženje affiliate plošče v zgodovini konference.
Featured affiliate trženje in strokovnjaki iskanja so:
-
Amanda Watlington, glavni, iskanje dobička
Carol Steinberg, VP eCommerce (brez slike)
Stephen Fuller-Rowell, Chinaberry Inc
Vsi, ki izredno iskren, izkušnje na osnovi pripomb, ki letijo v obraz veliko tega, kar smo slišali na drugih konferencah in v trgovini revijah (brez sonca, lizike ali 1999 flashbacks bilo mogoče najti).
Running uspešno affiliate program (in ne bojte se opredelijo uspeh v specifični, merljivi pogoji!) Ni tako enostavno, kot dodeljevanje sredstev za affiliate program z Ms Steinberg, ki je doslej glasujejo "ne" na affiliate program na David's Bridal (po rezanju zobe z vsemi oblikami temelji na rezultatih spletnega oglaševanja na Goliath multi-kanalni, QVC).
Zakaj?
Zaskrbljenost zaradi večkanalni sotočju kateri affiliate trženje umetno napihne in / ali deflates ukrepov drugih spletnih trženjske kampanje ter offline / strategije.
Pomanjkanje prožnosti med affiliate sledenje in poročanje ponudniki rešitev je bila tudi praksa. 
G. Fuller-Rowell ponudila izjemno iskren grafov (delitve prihodkov številke niso nič manj!), Ki dokazuje kanal sotočju med iskanjem in programi trženja affiliate.
Dr Watlington skupnih neverjetno perspektive, kako je preiskava bila in še vedno vozi dramatičnih sprememb v Affiliate marketing. Dramatično lahko podcenjevanje tako se prepričajte, da flip skozi njeno diapozitive preveč!
Prenesi kot PDF ali si Spodaj Takoj!
Kako privabiti najboljše Priključki Web: Del II
z Jeff Molander
(20 minut)
V tem segmentu dve seriji dela (I tukaj ) 12 malih, srednjih in velikih blagovnih znamk (2 in lastniško povezanih podjetij) osredotočiti na razprave o tem, kako najbolje sodelovati z razmajan podružnic, ki se pogosto lahko un-komunikativni in kako delati z affiliate omrežja, ki včasih ne presegajo tistega, izročitev seznam URL za marketingu (affiliate zaposlitev pomoč).
Poslušaj zdaj
Kako privabiti najboljše Priključki Web: I. del
z Jeff Molander
(31 minut)
Dvanajst malih, srednjih in velikih blagovnih znamk razpravljali ins-and-outs trženja affiliate v letu 2006. Razpravljavci območju močno tržniki na področju finančnih storitev z blagovnimi marketingu, blagovnih znamk mode način življenja, housewares in športne marketingu blaga. Dva "super podružnicah" pridružijo, da bi razpravljali, kako naj tržniki obstati ki dela s podružnicami vožnje povečanja prodaje in vodi.
Udeleženci programa so:
Večje lepote in velikih blagovnih znamk oblačil načina življenja.
Figleaves.com
Batteries.com
Svetilke Plus
Golfsmith International
Factory Outlet Card & pogodbenica
VF Imagewear, Inc
Batteries.com
Team Express, Inc
Kuhinjski Collection
Rugman.com
iGive.com
Vesdia Corporation (BabyMint.com, Schoolpop.com in drugi)
Poslušaj zdaj
Stičišču Web Priključki & Search Marketing
z Jeff Molander
V nadaljevanju je zapis, ki od 25 maj 2007 izdaja Weekly Insight , ki je razpravljal o nedavni " stanje trženje affiliate "odbor sklican na DMA's Channel marketinški konferenci Multi-. lahko poslušate program preko prenos ali prenos v živo audio tukaj .
Zunanja oblika:
Amanda Watlington, Iskanje Dobiček
Lee Gientke, Leadpoint.com
Sam Harrelson, CostPerNews.com
Jeff Doak, Converseon
[Glasba]
Jeff Molander: Pozdravljeni vsi. To je Jeff Molander. Imamo vrnitev Jeff Doak. Jeff Doak, kaj? Ali ste za Converseon še?
Jeff Doak: Ne [smeh] ni uradno.
Jeff M: To je, če ste za, čeprav lahko rečemo, da je zdaj prav?
Jeff D: Seveda, kar daj.
OK. Pravkar smo rekli. In Amanda Watlington za "Iskanje za dobiček." Imamo Sam Harrelson za CostPerNews.com, in affiliatefortunecookies.com kot dobro. Imamo gospod Lee "Lead" Gientke za LeadPoint. Let's see, kdo sem zamudil? Mislim, da je to.
Smo imeli verjetno ena busier tednih v kar nekaj časa v smislu napovedi, so se stvari dogajajo. Ljudi, ki potujejo. Amanda in jaz sva sveže nazaj iz stare konference katalog, zdaj večkanalni trženje konferenci, veliko se dogaja tam. Toliko, da bi lahko verjetno naredil pol ure klic samo na to.
Mislim za vas, Lee, če imate na Otpadati po 30 minutah, to je vsekakor razumljivo. Ampak lahko sem pa nas svoboden za uro sem, ker tam je toliko za povedati. Vrnitev Jeff Doak tukaj. Prepričan sem, da mu je dobil stvari za pogovoriti. Jaz bom samo Razbacivati nekaj tam zunaj, mi pa lahko vozijo z njim. Kaj menite o tem?
Jeff M: Jaz bom začela z Amanda. Naredimo malo ekipo oznako na tej konferenci v Bostonu, da je šel dol, kar je v bistvu kup catalogers, da pridejo skupaj in zdaj oni 'sprememba imena konference, ker to stvar imenuje Internet. Vsi, ki je precej odvisen do sedaj in prodajo več kot to. Čeprav bi rad videl, da je konferenca spremenila v nekaj, kjer zaloge, resnično več trgovin kanal, direktna pošta katalog in interneta. To bi bilo lepo. Kakorkoli že, da se stran od mene, od 50.000 metrov je bil, povsod sem zaljubljen moj nos, vsako sejo sem zaljubljen v moj nos, nekako ljudje uspelo govoriti o affiliate marketinga.
Zlasti v razpravah in seminarjev, ki so se vrtita okoli pot za nakup, da potrošniki sprejeti. In poskuša dati kredita za nekatere poti za štetje hit, ali pomoč prispeva za prodajo. In bodo s tem podpira tekmo Da in poskuša ugotoviti, da, tako da lahko ugotovimo, katere promet kanal deluje najbolje na internetu.
Tudi vse offline poti seveda, ampak predvsem z internetom. In to je, če affiliate trženje gojijo rejo je glava. In ljudje se zdi, da zelo onemogočena z njim do točke, ko ustanovitelj Lan umetnosti pravi, ljudje so ga dampinga. To je dejansko potrjeno, da manjši meri na Vintage kadjo in Bath klicev ta teden, kjer je veliko ljudi zbralo.
Veliko ljudi odločili, da prispevajo iz nekega razloga. In so navedli, nihče ne bi zares ime imen, vendar pa obstajajo ljudje, očitno tam zaprtjem svojih affiliate programi, ki temeljijo na mnogih frustracij. Eden od njih pa je dejstvo, da affiliate trženje mnogokrat postane povezana z drugimi trženja porabijo in zato je nekako v koleno kreten.
Ste že slišali od mene pravilno. Vrsta kolena kreten reakcije, ki jih vodstvo. Pravijo tudi, smo ne tekoč uganjati to anymore. Dosežejo neke vrste praga, ali je to 40% ali 60%, pa si jo ogledate kot nekakšen davek na svoji spletni naročil, ki prihajajo v. Namesto poskušal ugotoviti načine, vrsta slog David Lewis, da si malo bolj strateško s podružnicami.
Amanda: Vidiš, sem dal, da se od nekje drugje. Sem dal da je pritisk točki, ki prihajajo od nekje drugje. V delu je tlak točko bila povečuje vlogo. Spet sem videla vse skozi iskanje objektiv. In stvar, ki sem videl v razstava, še isti kažejo, v številnih primerih veliko zelo isti seji.
Kaj sem bil zaslišanje je v stiski na to, koliko so bili izdatki za vse svoje poti, kjer so mislili, da se uporabljajo za zaslužiti to zakaj prost. Ali blizu. In to nezadovoljstvo kaže v smislu njihovega nemir na kjerkoli v kanalu. In glej podružnic, tako kot se jim zdi nekaterih področjih iskanja.
Mislijo, da bi za to prišel kak drug način. In jaz vztrajati obravnavi navedla, da je veliko, ker delam skoraj izključno v naravnih iskanja. In sem ga hranite zaslišanje od ljudi, ki bi mi povedal, »Ne želim plačati za nekaj, kar bi res lahko dobili, če sem malo več dela na moji strani."
In mislim, da smo začeli videti bolj sofisticirane tržniki rekel: "Kaj lahko storim, da, če boste, prinesla nekaj stroškov iz mojega trženja? Kje lahko dobim boljše delovanje ali pridobiti več naročil ali bi lahko dobili višjo stopnjo. To preprosto ni stroškovni pritisk.
Jeff M: I popolnoma strinjam s tabo o tem. In ne mislim, da hiper osredotočiti na Affiliate marketing. To popolnoma določa Jeff Doak, da pridejo in se pogovarjal o svoji rešitvi.
[Smeh]
Jeff M: No, kaj je njegova rešitev, ki Kowabunga ponudbe. Ne vem, Jeff, vam ni treba govoriti v smislu tega konteksta. Kaj je vaš odziv na to, kar ste tukaj slišali?
Jeff D: No mislim, da imaš prav. Razlog, da sem oblikoval programsko opremo naj bi bilo več usmerjeno in pogled na vse kanale, ki so bile dotaknila obiskovalca, ko so prišli v mesto. No to je zaradi tega zelo Zato smo affiliate omrežja so bila zgrajena na tehnološki platformi pred približno desetimi leti, ko je edini način, da si odpeljal promet na vašo spletno stran je bila z naravnimi iskanje ali neposredno trženje.
Ali pa, če si plug CNT oglas ali kaj podobnega. Ampak to ni res važno, če te stvari prešli. V bistvu, ste se od njih pričakuje, da bodo na neki točki. Vstavil si kupijo nekje. Ljudje bodo videli, da banner. In potem morda bi affiliate dejansko vnaprej kvalificirati jih malo več in ga voziti na vašo spletno stran.
Toda ta svet ne obstaja več. Smo obstajajo v svetu, zdaj, če obstajajo desetine različnih mestih, kjer lahko porabijo denar za vožnjo prometa. In za affiliate omrežje za domnevo, da samo zato, ker affiliate dotakne, da obiskovalec v zadnjih 30 dneh, na neki točki, preden jo kupite, nenadoma, da affiliate zasluži polno kreditno za to provizijo. To je samo smešno.
Zdaj očitno podružnic še vedno želijo živeti v tem svetu, poleg tega pa tudi ne želijo živeti v svetu, kjer spyware in vse te druge stvari jemljete kredit za njihovo prodajo. In tako obstaja sredi zemlje, kjer je to, če vaš partner, ki je res vožnje prometa in prometa, da bi ne prišel od tam katero drugo sredstvo ali, da se promet ni tekoč v spremeniti, razen če je bilo vključenih vas.
Potem si zaslužijo polno provizijo. V bistvu si lahko zaslužijo več, kot ste sedaj dobili, ampak, če je vaša le posrednik v tej poti. Da nekdo videl TV oglas ali revijo oglas, klikate na stran, nato pa nekaj dni kasneje se zgodi, da kliknete z neke vrste ključnih nišo, ki ste ga kupili in potem pretvarjanja.
Kdo je reči, ali ste dejansko zaslužijo, da polno provizijo. In mislim, da je, kjer poudarjajo točka je zdaj in tako vsakdo, ki je delal vse vrste različnih tržnih kanalov mora razumeti, kaj pot obiskovalec je ob preden jih kupijo. In potem če začnete obravnavi offline nakupi in catalogers in vse to postane veliko bolj nejasne, da če ta denar gre.
Jeff M: Ja, ampak tukaj je stvar. Imam občutek, da bom sem in tja in sem in tja. In mislim, da je industrija se bo sem in tja tudi zato, ker si vsi želimo narediti CPA neposreden odziv vrsto stvari plačila, ker je lepo, da reči, da plačate samo, ko prideš nekaj.
Ampak bottom line je v svetu več kanalov za promet, kjer so veliki, morda celo večina odstotek svoje prodaje, ki je dotaknil različnih strank, različnih medijih preživi. Različne tretje osebe, ki si bo plačal na nek način za izravnavo, ki se dotikajo, da dregljaj s komolcem proti prodajo, kajne?
Jeff D: Tako je.
Jeff M: Zakaj ne bi večkanalnega tržnega svetu naenkrat, "OK imam podružnicah. Imam iskanje marketing. Tam je moj blagovno znamko pogoji vključeni v nekaterih od teh stvari. "Navsezadnje, če bi mi verjetno factoring vse to v in ne nujno treba prevesti v ceno dejanja vrsto stvari, kjer enega kanala pridobivanje kreditov.
Jeff D: Ja, točno.
Jeff M: Ampak za en kanal, ki se izda kredit na način, ki je pod model CPA, mislim, da je malo nazaj, je to kaj govoriš? Sliši se kot mogoče, da je kaj govoriš.
Jeff D: Ja, mislim, da nima nobenega smisla več, v skladu s temi pogoji. Mislim, da je treba dejansko dokaj zapleten algoritem, na neki točki, ki temelji na svoj poslovni model, da se določi, recimo, imaš pet ...
Jeff M: No, če ste ga hranite v neposredni odziva vrsto scenarija, ja, ga je treba zapleten algoritem, vendar če vi šele jamo in si rekel dobro, veš kaj? Bom, da so te štiri ali pet touch-točk bom storiti.
Bom narediti primerjavo nakupovanje, bom to affiliate, bom to AdSense in AdWords, in bom narediti banner kupi, in si poglej čez to in greš OK, dobro, sem grem v proračun v skladu s tem le potrebno veliko znanosti in ga je bolj za umetnost.
Je kdo za sledenje, kar sem tukaj rekel? Am I nobenega smisla?
Amanda: Delaš smislu, Jeff. Mislim, da iščete na to, hočem reči, od nekoliko drugačen pogled, ki je, mislim, da obstaja nekaj drugih dejavnikov v igri. Mislim, da nekateri od njih so nekatere od stvari, ki smo zadeti na večkrat v tem podcast, ne njega posebej, vendar na tej poti.
Tam je tudi, ko imaš stres točk v tržnem sistemu si korak stran in vprašal, "Katero področje te sem vsaj udobno s? Kam Mislim, da imam vsaj cono udobja? "In mislim, da v veliko načinov affiliate je bil eden od krajev, kjer je trženje najmanj udobje.
Mislim, da je eden od razlogov, smo slišali toliko hrupa okrog vprašanja kliknite goljufijam. To je zato, ker naj trženje izgubijo zaupanje in udobje s svojo sposobnostjo zaslužiti s ad in model plačani iskanje in začnete gledati veliko sistema pridejo pod stresom.
In mislim, da je, ko slišite vse hrupa na vzpone in padce na strani kliknite goljufijam je, da poudarja model. Poudarja, da je celotno domneva, po katerih so ljudje, ki poslujejo in so najmanj zadovoljni s tem, kako so poslovanje s podružnicami.
Jeff D: Mislim, da je zaradi načina model je strukturiran, affiliate trženje, temelji na tej ideji, da "zmagovalec pobere vse", in celo dejstvo, da je osnovno omrežje affiliate sistem sploh ne bo povedal, če je več kot en affiliate je bilo sodelujejo pri klik-pot je smešno, ker očitno, da se zgodi veliko in še to je vedno zadnja kliknili affiliate, da dobi kredit.
Ta model je problem, ker ne samo, da je neveden, ki pa daje tako veliko zmanjšanje končnih prihodkov za en vir prometa, tudi če obstaja druga stvari, ki so dotaknil na tej poti. Torej, kaj je potrebno, da se zgodi, da celoten model mora propad. To je zlomljen. Za vsakogar, da mislim, da to ni, to je tekoč v pogubo affiliate trženje, če ne popravil.
Vsakdo potrebuje, da se določi, da se model, ker nima smisla več. Tako da ni treba vrste umetnosti, kot Molander dejal. Treba je bolj po vzoru, pogledaš na vašo poslovni model, si poglejte, kje se vaš porabi so.
Boste morali nekatere osnovne predpostavke o, če nekdo videl, ali kliknil na enega od mojih blagovno znamko pogoje, nato pa dva dni kasneje kliknili preko affiliate povezave, nato pa mesec kasneje kupili, kaj to pomeni? Ali affiliate imel delež v tej sploh, ker se je to zgodilo pred mesecem dni? Ali to pomeni nič?
To se dogaja, da se zelo, zelo zapleten. Kaj se zgodi, je očitno, da je bo stres med povezanimi družbami in trgovci rekel, dobro affiliate vedno dogaja, da napačno na strani "dobro, če sem se je dotaknil sploh, sem si zaslužijo nekaj, in sem verjetno zaslužijo več kot misliš, da sem si zaslužijo, "in potem vso stvar postane neurejen.
Torej, če pa to push vse? To potisne stvari, za vse te velike tako imenovane podružnice, ki v resnici niso podružnice, kot so programi zvestobe in podobno. Potrebujejo zaslužiti vlečenje plačilo ali CNT ali nekaj zunaj ali prihaja iz tega kanala.
Jeff M: Jeff, to je druga stvar, in želim slišati od Sam in Lee o tem, ampak to je druga stvar, želim, da se prepričajte, bom na kratko priti čez tukaj je, da lojalnost mesta in kupon mesta v bistvu, Amanda, pravilno me, če sem narobe tukaj, če ste slišali kaj drugače, a vsak, ki sem govoril, da vsi ti oglaševalci, ki sem govoril, da je dejal, da so zmanjšanje ali načrtujete za zmanjšanje njihovih affiliate program navzdol, ni bilo količina, Mislim seveda količina je dejavnik, vendar je bilo res vprašanje kakovosti.
Bili so tekoč, da zmanjšajo svoje affiliate programi ali pa so že znižali svoje affiliate programov lojalnosti do mesta in kupon straneh. Pri tem, oni 'tekoč pogledati število novih do spisa strankam v primerjavi z obstoječo datoteko stranke. Njihovo dejansko bo pogled na iskanje podružnic, tistih, ki ostanejo aktivni in bo omogočil njihovo podružnic narediti iskanje.
Mnogi so prepoveduje iskanje, kot je eBay, se prepoveduje iskanje celoti. Toda tisti, ki so, delajo David Lewis stvar. Oni pravijo, da bom, da imajo štiri ali pet strateških partnerjev, vendar pa gredo, da bi prinašala nižjo provizijo. Pa še poroča, da so si ob uspehu s tem, kar je David Lewis sporočiti. Oni ne bodo, da jim plača toliko, ampak to je tekoč v obstati več strateško igro za njih, da se David biti partner.
Amanda: Ali pa si bomo z njimi plačati več, in jih kravato globlje z njimi. Bilo je urezana ali poveča, odvisno od meritev, ki se uporabljajo. Mislim, Jeff, ena od stvari, praviš, da je to tisto, kar smo videli, je povečanje razvitosti v razumevanju vloge affiliate.
Ne gre samo za "Hej, bom znamenje vsi tile fantje gor, in jih bomo delujejo kot dodatno čevljev na ulici," v digitalni ulici. Mi ne vidite, da več, in mislim, da je funkcija rasti in uporaba analitike, in rasti v razumevanju vloge, ki jo vsak element ima v vožnji, da končni nakup.
Jeff D : I also think that it's a result of the networks really failing in their mission to convey to the merchants, in this case the catalogers and that kind of thing, what the affiliate channel provides, or how we're going to monetize this, and not have it overlap into other channels, et cetera.
Amanda : How to keep the channel conflict to a minimum.
Jeff D : Yeah, and I think the networks have done a horrible job at that.
Sam : I think they strive to stay away from even thinking that's an issue, because it breaks their whole model if they start talking about…
Jeff D : Exactly, but like you said, if you don't confront this, it's going to lead to some very bad things for the whole industry; the fact that the networks are still acting like it's 1999.
Jeff M : And the way that they're confronting it, I don't know if you guys have seen this “A Few Words in Praise of Affiliate Marketing” article in Direct Magazine, has anyone seen that? The way they're coming back is kind of like, I hate to pick on Performics but it's kind of like the same thing.
They get ComScore to create this ridiculous “research” ‑‑ this propaganda posing as research ‑‑ and that's the way they choose to, you know, these really poor propaganda campaigns that kind of prop up affiliate marketing rather than actually address the issue.
Sam : That's kind of been an ongoing problem with affiliate marketing, is everybody is looking for, as Jeff likes to put it, credibility and for validation; that we're actually here, that we've arrived, and we're more than a bunch of two‑year‑olds sitting in a room playing with this thing called Google.
Amanda : You sit at the big table now.
Sam : Exactly, exactly.
Amanda : That's Search, we sit at the big table now.
[laughter]
Sam : Right, right. And I think that a lot of the hand‑wringing in the retail channel, in regards to affiliates, comes from the lack of control as to what affiliates can and can't do. And many affiliates just go ahead and choose to flaunt the rules and raise a finger or two when they're told to stop.
, Ki je izziv, ker se, če delaš za iskanje in-house, imate nadzor nad vsem. Če vas bo, da imajo trdne program affiliate, obstaja veliko ljudi, ki verjamejo, ki ste ga pravkar dobil, da zaprete oči in pustiti, kar vem veliko zelo pametnih trgovcev na drobno ne želijo storiti.
Jeff M: Zlasti večkanalni, katalog fantje, neposrednega trženja fantje.
Jeff D: ena stvar, bom vrste Razbacivati v to je, da obstaja veliko catalogers, ki sploh ne razumejo svoje analitike ...
Amanda: Pravica.
Jeff D: ... kjer je prodaja prišli nekako. Ali je prišel iz kataloga smo poslala pred šestimi meseci? Ali pa zato, ker smo jih poslali treh zaporednih katalogov po tem, da je dejansko ustvaril s prodajo? Na splošno so multi-kanalni marketingu je vražji čas početje match-hrbet in kaj ne. Ne verjamem, da obstaja že kdaj bili rešitev za to in nato dodal Internet na vrhu je.
Jeff M: Seveda. Absolutno res.
Jeff D: Ja, ja.
Amanda: Mislim, da je sistematično. Mislim, da tudi ena od stvari, ki jih vidimo, in to v vsako razpravo, saj lahko merimo Internet tako temeljito in bomo lahko dobili tako bogato količino podatkov, ki smo vedno srečujejo. To je nekaj, kar sem slišal ves čas od moje stranke, je: »Kaj mi je treba merjenje?" In veliko ljudi domneva, da podatki, je odgovor, da se ne določi metric.
In tako ne določajo niz meritev. It's topih predmetov. To je velika težka topih predmetov. Izpostavljeni ne bi smeli zbirati toliko podatkov. In mislim, da smo rekli, to vrsto prej, vendar smo nekako le izstrelil pop na robu, da je absolutno odvisna od tega, kaj ali poslovne potrebe. Veliko niste pripravljeni, da bi to odločitev, saj pošten-v-dobrota ne razumejo. Kot si rekel, da ne razumejo niti lastnega podjetja, čeprav še nisem rekel, da sem iz niza instrumentov za to.
Jeff D : Why don't they understand their own business? I think that's an interesting question. I think it's because there's parts of that they don't understand Internet marketing still. They still don't understand what it's all about. They live within this framework of traditional brand marketing that doesn't make any sense online anymore, whether they have a marketing budget and a PR budget. PR budget's tiny. The marketing budget's huge.
Then they look at it online and say, “Well, where does this bucket go? Maybe, it's a different bucket. If it's the same bucket, then what is branding? Why am I spending millions of dollars on a TV commercial when I can spend 100,000 and cover half the web with ads?” The whole thing is confusing because it's a completely different paradigm and no one gets it yet.
Amanda : There's also another thing with a lot of merchants and I discovered this working with merchants is merchants have what I call a “cigar box” approach to business. Is there more in the till today when I'm done with my business day than there was yesterday?
Jeff D : Right.
Amanda : It's fundamentally sound. How can you argue with it because if the goal of business is to make a profit? But what it leads to ‑‑ and this is the piece that I've seen ‑‑ a reluctance to use the data. It says, “Hey! I never need to know that in the past. Why are you telling me I need to be pay attention to it?”
Jeff D : Also they have to admit, if they're going to do this at some point that because you're talking about at the end of the day having more money, but that's where a marketing budget gets kind of weird because in traditional marketing before there was online ‑‑ if you're just throwing money at branding or TV ads or radio ‑‑ measuring ROI was almost impossible…
Amanda : Right.
Jeff D : …to the point where it wasn't even done. And so you just saw that as that's part of our budget. We spend it on marketing. We don't really know exactly what it does or brings in but we do know when we ran this campaign we got an extra one percent of whatever.
To live in that world and then suddenly say, “You know what, maybe we were wrong for the last 20 years, this marketing budget thing. We didn't really make any sense because we either have to measure it or we just have to assume it does something good and hope we're spending enough money in the right places.” Then that comes along and says, “Actually, you don't need to. It's not one or the other. You can actually measure every single thing you do all the way down to the customer level and then what you do with that.”
Ali imate, da ostanki vaše celotno paradigmo in začeti vsega? Ali še vedno nadaljujejo porabi milijone dolarjev na televizijskih reklam? Again, vse pride nazaj na to. Vedno smo govorili o tem nepoznavanje gospodarstva in to je več kot to. To je več od celotnega platforme. Vse, kar vsakdo počne danes je sranje.
Torej, kaj storiti, vse te informacije? Ste blizu oči, in mislim, kaj se je zgodilo na glavnem, so se pa vse to za agencijo. Ali pa ga izroči tako imenovani izvedenec ali upajmo, da nekdo, ki dejansko ve, kaj delajo, in reče: "Prosim, pomagajte mi, ker ne vem, koliko sem moral biti porabe ali kako sem moral na ta način? "In ko gredo v LinkShare ali Komisije Junction in rekel," Oh, to je affiliate program. I porabili $ 10.000 do dobil set-up. I preživijo x znesek mesec in dobim vse te prodaje, in fant, samo poglej vse te prodaje sem že zaradi vseh teh komisij sem izplačilo. "
In se zavedajo, dve leti kasneje, »No, sem bil dejansko postaja velik kos od teh prodaj nekako in veliko je bila navedena prodaja od ključne besede, ki sem lahko porabi za sebe in smo še vedno v sredini tega zmeda, če nič zares deluje. "
Jeff M : I think the mess is sorting out, though, because what they're doing is they're doing some simple math. Kajne?
Jeff D : I agree. Ja.
Jeff M : They're doing some simple math and they're coming up with some simple answers to that math. They're taking action. Now, some of them are freaking out and complete saying, “I'm not going to do affiliate marketing.” But I have to tell you that some of those people who have said, “I'm not doing this anymore,” like Lisa Papageras over at Universal Screen Arts. And then there have been some other folks that I have spoken to at this conference who have said, “Look, I've completely gotten rid of my affiliate channel and I've seen nothing but upside.”
Sam : Well that's just the thing. And what is interesting is that, the answers are not coming from the affiliate side.
Amanda : Marketing.
Sam : It's coming from the marketing side, the catalogue side of it, the marketing department side, right. We all were thinking that it was going to come from our side or the affiliate side and that's not happening. We're happy to play in our fix out here and not really push things forward.
Jeff M : Well, I never thought it actually was going to come from the affiliates. I think that's why people have always criticized me to a large degree is because I am kind of this naysayer and I've always from the beginning whether you could understand this is where I am coming from or not, many times I was admittedly kind of smartass or smarmy.
Affiliates either have something that the marketer can't get at like loyalty site. These people will not, whether it's a woman who used to run QVC, Carol Steinberg who is part of our panel, she came out very plainly as many people at this conference came out very plainly and said, “Look, we have to be there.” And to your point Jeff or to Brian Littleton's point… to his endless points. These are not necessary affiliate relationships. These are places where you have to go to tap into someone else's loyalty, mainly Upromise or iGive. Yeah, and you have to be there or you're not up for consideration.
So you can do that on a fixed fee basis or perhaps on an image, per impression, basis. There's all kinds of ways you can work. But I knew that this was eventually going to catch up. Because either it's an arbitrage opportunity, which is really what it has been for the last few years, or affiliates have something that marketers truly do not have access to or would have a difficult time accessing on their own.”
Amanda : What you're saying, Jeff, and this is what I was hearing too, were these closed points in the system of getting at the consumer. It's just like the airlines. If the airlines know that you are a loyalty point buyer, they've got to have a loyalty point program.
Jeff M : Sure. Seveda.
Amanda : Because they're not going to get access to the purchaser in any other way. And I heard the loyalty sites, the merchants, recognizing that the individual is going to go to that loyalty site or to that coupon site. That's the pinpoint where they will begin their hunt, if you will, and that if you're not there, you're square. You're not even going to be in the consideration set.
Jeff M : Right. Desno. And they're not going to do that. They're not willing to walk away from affiliates. They're not.
Amanda : And I think that that points to the fact that today the web is anybody's market. It's not a closed system as it was when there were fewer web purchasers. You could assume, “Well, I can use affiliate marketing on the web and get after those consumers that are in this closed system.” They're not today. Everybody's in the system.
So you get to where you step back and you go, “Hah! This isn'ta closed system anymore. I can play too. I'm not getting anything special out of it. It's simply part of a market that I would already have. Oh my! What am I doing? I don't know about this.”
And then they start rethinking what they're doing, because they see that this is not a closed system. There's no magic to getting in. They don't have to worry about how to play.
Jeff M : Sam, you had some thoughts.
Sam: Ja, gre nazaj na: affiliate trženje nima oseba ali sliko, ali nekdo, ki gre gor pročelje, ki dela za skupino, ki je res lahko govorim za trženje affiliate. To je tak organski, ki se gibljejo stvar. In skupin, ki so na strani osebnosti - CJ, Linkshare, take stvari - aren't dajanje podobnega, kaj lahko storite affiliate trženje v teh primerih, če lahko storiti ničesar na vse. Te skupine ne živijo do svoje odgovornosti, da bo res govorijo za industrijo, mislim.
Amanda: Ali morajo?
Sam: Če želijo, da se držijo okoli, mislim, da bi jih bilo. Kot je dejal Jeff, če si bo privabiti nove stranke in obljubljajo vse te vodi iz različnih kanalov, in polnjenje 10 grand, da začnete in pet grand mesec in karkoli, potem pa ja, mislim, da obstaja odgovornost naj rečem "To je tisto, kar smo, da je drugačen," ali "To je, zakaj bi morali imeti ..."
Jeff M: Dovolite mi, da preberem oglas, tri četrtine strani oglas, da DoubleClick Performics vzel v "trgovski večkanalno" za ta mesec, v članku, ki ga obdaja, da razpravlja affiliate marketing. To je zelo zanimiv članek. Mislim, da se začne na strani 39. Bom poskusil poslati vama link.
Izvod gre takole: "Innovation. Kako lahko ujeli brskanje potrošnika oko? DoubleClick Performics ima zgodovino ustvarjanja Dalekovidan digitalnih marketinških strategij, ki izbruhne pakiranja. Naša industrija, vodi lastniških raziskave in inteligentne tehnologije, izdana v osebno paket storitev. Ti inventivne rešitve dela, ker smo začeli z novo idejo, da so stranke v prvi vrsti ljudi. "
Sam: Jezus, to je grozno.
Jeff M: Kaj pa govoriš? [Smeh]
Sam: oni so inovativni, oni so odzivne in komunikativne, vendar pa ta omrežja niti ne blog. Kowabunga does a velik Job tega, in Performics je pol-assed blog, da imajo do post o ...
Jeff M: Ali ljudje berejo to in gremo, "Oh, imam, da ti fantje klic?" Ker, če boste to storili, boste klic nikogar gor. [Smeh]
Sam: Točno, točno. Sliši se kot je napisal novinec v šoli, pošteno.
Jeff M: To je un-prepričljiv in poln gobbledygook, in nejasne.
Amanda: Standard poslovni oglas.
Jeff M: To je.
Amanda: Standard B2B oglasov. Ponavadi pravijo ničesar, zelo veliko besed, saj revnih tekstopisec, ki je pisanje je običajno popolnoma nepoučeni o področju, oni o pisanju.
Sam: Ampak to je stvar. Če je DoubleClick Performics je poraba, koliko denarja, ki so jo plačali za ta oglas - na tisoče in tisoče dolarjev za to, kar je verjetno prinesla nobenih novih vodi, ni novih prodaje. Oni 'velja precej dobro s svojo vrednostjo v zadnjem času. Jaz sem samo rekel, preživijo ves ta denar za to, vendar jih ne vlagajo denar in čas, v resnici rekel: »To je, kdo smo. To je tisto, kar počnemo. Tukaj je naš CEO govori o tem, ali ta. "
Jeff M: Ti boš dobil povozil. Kot si rekel, Sam, oni 'tekoč zadobiti povozil.
Sam: To je žalostno.
Jeff M: Mislim, da so dobili povozil. Amanda, I walked away from this conference, and I'm just thinking to myself, “These companies had better get their act together.”
Amanda: časi, so spreminjajoče. The thing which I love about technology is what just has kept me in this industry for as long as it has is that the times, they are a‑changing. It's a continuous who's up and who's down on the wheel of fortune. It's amazing to me. It changes so fast that today's star is tomorrow's goat.
Sam : And the thing about being on the web is that if you don't tell people who you are and what you do, people are going to come up with that for you.
Jeff M : Right, right. Točno.
Sam : There is no advocate out there for affiliate marketing over these networks.
Jeff M : People like us, [laughs] we should not be allowed to define DoubleClick Performics. Slash Google. [laughs]
Sam : Yeah, exactly.
Jeff M : We are half‑cocked.
Sam : This project is up on their evangelist blog and say “Just going to do this, but no. But no this actually what we do, blah blah blah.” They've got something to scribble, basically. You know. That's the bottom line.
Jeff M : That's absolutely true. On the positive side, I was at the end of our panel discussion, I was really encouraged when Amanda started talking about Universal Search, which you can easily be discouraged by thinking about Universal Search.
But yet Amanda made it very clear that, you know, that this is offering marketers and affiliates serious challenges in that the old search results are now being pushed off the page and there's new things being included on those page one search results that were never included before that Google has under its umbrella ‑‑ things like video and audio and images.
Does this now open up an opportunity for affiliates? I think the answer is yes.
The more and more we talk about it on this panel, I actually got excited by it. I thought to myself, maybe I should become an affiliate because I just don't see that much going out there with affiliates doing this until of course I had this Vintage Tub and Bath call this week where I heard about webvideozone.com .
If you'll go there ‑‑ I sent you guys a link on that ‑‑ where there's a tool. As well as freeiq.com where Collette from WorldWide Brands is very actively engaging in video‑based affiliate marketing.
So there is video based affiliate marketing going on out there. I don't know why the industry isn't talking about it although we are talking about it yesterday on this conference call. So anyways I'll let you guys react to all this.
Sam : I really like Brad and admire what he's doing with his career but freeIQ is just really not that good. I'm sorry. I'll go out on a limb and say that. I've played with it since it was in beta. I don't see it as sort of the shining stars of what you're saying.
Jeff M : Well, it's a little bit closed.
Jeff D : Well, yeah, it's, I don't know, it just seems like a bunch of want tobe gurus pushing their products and that's it.
Jeff Molander : But, there's a huge market for that.
Jeff D : Unfortunately. Really, is that what we want to hold up as an exemplar of the future in affiliate universal search.
Jeff M : Well that's aside from universal search but universal search is a much wider opportunity.
Jeff D : Well the interesting topic you brought up in that email thread too is the way that Google is pushing YouTube results in their…
Jeff M : That's what I'm getting at.
Jeff D : Intermediate the big media companies that have their own videos and that are ad supported. So all of a sudden, Google acquiring YouTube, which I always thought was interesting, makes a heck of a lot more sense, because if what people are searching for is content and they can get the content directly from that Google result screen rather than have to click through anywhere, that changes everything. Then Google becomes a television channel that is enabled in everything. They own the whole thing.
Jeff M : Well as long as search remains dominant it supersedes all the other video content out there.
Jeff D : Yeah and I think it actually makes search stronger because I was starting to get to the point where I wasn't using Google nearly as much as I used to simply because I could usually find better information at Wikipedia or some other source and could avoid dealing with all the ad supported stuff that was on Google's front page. But now, I'm starting to try again because I'm seeing more interesting results and what does this mean for media companies? If you're talking about affiliate marketers, how are affiliate marketers going to get on the first couple of pages with video results unless, you know, very clever, or somehow, you know what I'm saying? How do you monetize that if you're an affiliate if you're video is already on the page and you don't have to click through to anything. Does Google start to own all of it?
If everything is going to video, if everything is going to broader bands, and people are going to go back to stopping to read things instead of watching things more often. I don't know. This changes a lot. I think it's a very big deal and it's much more than just affecting SEO and all these other things.
It affects the whole way that people interact with the content. That's what has me so spooked about it. It completely… I've seen all of the gnashing of teeth about it, but I think that with the pushing… the other announcement within the last week of… where they're starting to send out the “Get out of our life” letters, to people whose business model they don't like. It's really cleaning up the neighborhood, dusting it up so it's a better place to live.
It's very, very powerful, and a lot of stuff… I look at it, and I'm just really taken aback at it. I think it's one of the biggest changes that we've seen, because the tags have long been invisible to everybody, I think Danny Sullivan is absolutely right when he refers to them as invisible. I think that the shift to visibility… How will they get their content seen otherwise, given that the user doesn't click on it?
As a matter of fact, I was working with someone today who I was… She would go, “I never used that thing. I never knew how to find it that way.”
Jeff M : What thing… what are you referring to that?
Amanda : It was… frankly, it was somebody who had never used Froogle, or Google Base, because they didn't know how to find it. Now, it's all right there in front of you, and I think what's going to happen is that more users, but also you've got this thing that we were just talking about. Harder to push down on the page with the video right there, and then the plus box letting you open it up and view it right there. You don't have to click anywhere. You just live on that page happily.
I think we're going to see a lot of… I want to say low sophistication users are not going to leave that search page. They're going to do everything from it. It's going to be like a catch‑all for their attention.
Jeff D : So, what does this mean for people who produce content everywhere? If Google is allowed to pull anything it can find, off of any web page that's publicly accessible, pull it out of it's context where it's surrounded by ads, or it was put there because Home Depot or Lowe's decided to upload a how‑to video to drive more people to their site, because they're actually producing content, rather than just things to buy, doesn't this mess up everything for people?
Amanda : I'd be interested to see. That's the question I'm begging is where else will the individual need to go. I'm not sure, at this point.
Sam : We're going to get searches that get more personalized, as well.
Amanda : That's right.
Sam : We're moving from this generic Home Depot puts up a video kind of thing, like… I might see that, but Jeff may not, based on…
Amanda : His preferences…
Sam : Yeah, and my preferences, and that kind of thing. My Gmail account, and my Google Reader.
Amanda : Boy, I've got some weird stuff.
Sam : Yeah, I mean… combine that with FeedBurner , and the incorporation of feeds into the serves, and a whole new wild, wild west to sort through.
Amanda : Very much so. Very, very, much so.
Jeff D : I mean, what probably has to happen is that Home Depot, or any other company, is going to produce videos, and put them on their web site… they're going to have to put links and/or something in the video itself, so you know when you're watching it that it wasn't some anonymous video, that it actually was produced by Lowe's, and it's clickable to their site, or something, and encourages people to click.
Maybe that's all it is. Maybe it's just a matter of everyone who produces content has to make sure that their brand and clickability and everything is wrapped up in that content. But, you could also go the other route, and say, well, if I'm producing this content, the only reason I spend money to produce this content was to get people to my site, either to subscribe or to see the ads I've got. Google pulled it off and put it on their search results. Google owes me money for putting that content there, and that's an old story. They've been sued over and over again for different things like this, but this makes it much more in your face now, because…
Sam : Right, like with the Google News last week…
Jeff D : Right, exactly.
Amanda : It's compelling, but you know what's the most… what I thought was one of the most interesting… actually talking about news, is whether there's been a search, an absolute search, in local, in video news coming off of actual news sites.
Everybody, for instance here in Boston, “The Boston Channel” has video constantly. You really have a hard time getting away from video clips of what's going on in the news. All of that gets sucked into Google too, as video news.
They are getting a tremendous surge in the volume. All of the local stations are playing this “let's put our streaming video out there on the web because there is so much broadband that they can get at it,” which I think is kind of cool.
Jeff D : Yes, definitely.
Amanda : I like that I can watch a piece of video news coming from pretty much anywhere. I don't have to worry about seeing it on a television station that I don't get.
[silence]
Jeff D : Now the only question is if Google is going to be the new TV kind of thing or if it's going to be some other platform. What's going to be the platform of choice for that kind of information? Is Google going to continue to be the preeminent place to go to find that information on the web?
Amanda : For now.
Jeff M : Another thing. I remember reading an article I think two or three months ago ‑‑ and you may have blogged about it, Sam ‑‑ someone was talking about the end of the web page all together. This idea that people go to a web page to read content is getting more and more archaic, when all it is is a piece of information that can be fed somewhere.
If that is really what's going on, then this is another step in that direction, right? Because that's what is happening now. Google is making it even easier with Speed Burner and putting all of these search results and video results on their front page. It's making it even more the truth about the reality of being online.
This idea that you actually have to navigate someplace to find the information you're looking for doesn't really make sense anymore. Again, what are the effects on media companies and content providers when it comes to that kind of stuff too?
Jeff D : Right. That's what Mozilla with Firefox 3, Adobe with the Apollo platform, and Microsoft with Silverlight were all competing over. This offline/online convergent space where things like web pages are going to start to seem archaic in their setup because people and Google are pulling up information and we are matching it up and putting it where we want.
That's what Facebook was trying to do by opening up their API and allowing third‑party platform accessibilities to their 22 million users, which is tremendous.
It's just another step in that general progression of blurring the lines between the web browser and the desktop, which I think will kind of be a silly concept 15 to 20 years from now. It's a blending back into one space. Where you once had to open up a Firefox or IE7, those are slowly going away with widgets, Silverlight and Apollo. Thank goodness.
That's what ultimately is really going to screw things up for us marketers and advertisers is that we have no idea how to deal with the web as it is now. Once this happens we are going to be SOL
Amanda : I think it's going to be interesting.
Jeff D : You know that the cream is going to rise to the top. The smart people are going to make it. It's going to kill off the people who say, “Oh, you should do arbitrage because it's great and you can make a lot of money.” This is going to skim the fat, which is always a good thing.
Sam : It's fun to see the web, as it was, being removed from the desktop and away from the normal experience of having a computer, etc., and sort of putting that into the computer. Now the TV and entertainment center are coming together as well. I don't know.
It's going to be a fun 10 years to watch. It's going to be fun to see how our next generation looks at us watching black and white TV.
Amanda : Yes, I think they will. Particularly when they're wandering around staring at a hand‑held device, or not even hand‑held, thank you! It's up on a screen in front of their eyes.
Jeff D : [laughs] Yeah.
Amanda : I'm amazed. You know what I see as the first move in that direction? I like to drive. Frankly, put me on the road and I love to drive. I'll just drive and fish. Not at the same time of course! But I'm always amazed at how many family vehicles have a DVD screen and a DVD going full‑time. I'm thinking the road's interesting enough!
Jeff D : Right, or even in the console now. Every new car has a console with a GPS and your entertainment system in there. You can plug in your iPod and you can put a DVD in the console and that kind of thing.
Amanda : But I think that that's‑‑‑
Jeff M : Why not drive and fish, though?
[laughter]
Amanda : You do that the [inaudible], man, and you'll run into rocks!
Jeff M : It's called trolling.
Amanda : Yeah, yeah, yeah.
Jeff D : Or an even better one: Drive and shop, because…
Amanda : Drive, shop, and fish! How cool!
Jeff D : This is the question we always come back to. All of this stuff going on, all of it is driven at one level or another, by people buying things. Because that's what we're talking about. So how is this going to change the way people buy things tomorrow, and how people are going to be buying things in five years?
All of this, I think, still comes back to people freaking out because they don't know the answer to that question. The answer to that question has never been more unsure than it's ever been in history, right now. So for anyone who is used to doing anything a normal way, whether it's marketing, PR, branding, or anything, every single day they wake up, they have to rethink everything.
Because just this small change that Google's made affects so many things in so many places. And then you start to think well, if I'm about to buy a chainsaw, and I search for chainsaws, and I see a video pop up that shows three different chainsaws and I'm going to pick from one of those three and I can actually click on the video and I never actually make it to any other website other than to‑‑‑a little box pops up through Google store, and I can buy the chainsaw right from their site and I never even went to the vendor.
Again, you start to think about all these things. If that's how people want to buy things. They want to buy things, they want to make it easy, they want to know that they're getting the best recommendation, the best price, the best incentives. If one place, if Google can do it, if they can wrap all that stuff up into one experience, then they win. So it's just a matter of, is that how people want to buy things? Are they going to be comfortable with Google owning that experience or do they want to go to a merchant website and look around a little bit first? Or is that idea going to become archaic?
Amanda : Like the big mall. It's interesting to me that we've seen a‑‑‑I was reading an article, I can't remember where it was: “Is the Big Mall Dead?” Yeah, hello! They said, increasingly, the valley girl at the big mall and that whole “mall experience” is less and less attractive. Yeah, there's lots of fashion‑‑‑I want to say changes‑‑‑in terms of how we shop, what we shop for, and how we go about doing it.
I used to have friends who recreationally shopped. I know almost no one today who recreationaly shops. They shop with a purpose and I think it ties to some of the changes in our life. Maybe it's just the sort of headlong individuals that I know, but I do not know recreational shoppers anymore.
Jeff D : Just real quick. My college students, we got into the topic of something that had to do with malls of the ancient world. We sort of brought it back to the malls today and I asked them how many of them actually go to the mall now. Out of 35 kids in the class, I might have had three or four that were like, “Yeah, we go once a week or once a month kind of thing.”
Sam : It's really changing.
Jeff M : And you're in a pretty‑‑‑are those city kids, city youths, or is they a mixture?
Sam : Outside of Charlotte. They have access to the nicest malls in Charlotte; it's 15 to 20 minutes away. And that's amazing because when I was in college, when I was a teenager, that was the place you went to hang out.
Jeff M : That's where you hung out, yeah. Totally.
Sam : Yeah, or buying things or whatever. Facebook and everything else, that's really changing, and people are buying things. I just look at like what Amazon did with the recommendation system; I think that's so genius. I don't buy things now, even if it's like a stick of RAM, without going on to Amazon and seeing what other people have said about it. And I know some of that's gamed or whatever, but still, that's a really powerful system. And I think there's a lot to be said for that.
Amanda : That's fine.
Jeff M : So eBay is banning all search affiliates. Is this a strike back at Google? Amanda Watlington.
Amanda : I'm not sure. I've thought about it a little bit, and I'm not sure it's not a cleanup of the channel.
Jeff M : Yeah, I completely agree with that; it's eBay saying, “Thank you very much, affiliates. We don't need you anymore. We have built the brand on your back. We're like General Motors and apple pie, Coca‑Cola and all that; we're pretty much eBay.” But also, I started thinking recently, maybe this is some kind of a strike at Google.
Amanda : Who's to say? Are we sitting in there, behind those closed doors, listening to the scheme and the plot? I don't think so. All we can do is see how it plays out.
Jeff D : Well, yeah. It really just depends on whether eBay drops that whole system altogether and stops buying every‑‑obviously, their affiliates used to buy every single keyword in the world and say, “You can buy this at eBay.” Is eBay going to continue to do that, but on their own terms? Or do they just get out of that altogether?
Jeff M : And this has led to‑‑on the call yesterday, with the Vintage Tub and Bath call‑‑people are saying, “Well, what the hell is going to happen now to the affiliate program for eBay?” And I have been thinking that, really, the only thing that's‑‑there's a relationship between Commission Junction/ValueClick and eBay.
And that is a very strategic relationship, because the perception is‑‑I think perception and reality are totally different. Perception is: the eBay account is Commission Junction's largest and most strategically important, when in fact, it's not; the pencil has been sharpened over the years so well that they could lose eBay, and they're not going to be losing that big of an account.
Jeff D : Really?
Jeff M : It'll be big, but it's not going to… Yeah.
What I'm thinking here is that there is a relationship between those two companies. I mean, they switched tracking technology but kept Commission Junction's reporting. It's just way too bizarre for any other explanation, other than this is a public relations type thing, to protect ValueClick from seeing their stock take a hit.
But what is going to happen now, when essentially, they don't have an affiliate program? Someone's going to do some math here. No one really knows what the financial relationship is, how Commission Junction gets paid by eBay nowadays, whether it's a fixed fee or a variable fee.
What's going to happen to the eBay affiliate program? And isn't eBay one of the leading..? They're a big company. They helped pioneer affiliate marketing; they built their brand on it, kind of like Overstock has built their brand on it. What's going to happen now?
Sam : Not to mention programs like ShoeMoney's Auction Ads thing, which is sort of built on top of the API for eBay. Major affiliates are making a lot of money in this; it's not just‑‑I wouldn't call them an affiliate‑‑but major search people or whatever are making a lot of money on this. So I don't know.
Jeff M : Search people? Ja. I'd issue to call him a search person. I have even some other words for…
Jeff D : [laughs]
Sam : Much agreed. Much agreed.
Amanda : [sarcastically] I'm hurt!
Sam : But neither here nor there. Ne vem. I think it's… I don't know. [laughs] That's one of my big questions: what's going to happen when eBay does that? Ne vem.
[silence]
Jeff M : There's that awkward silence.
[laughter]
Jeff D : Yeah, I don't think there's any way to tell right now. Frankly, I'm surprised that you think that eBay is still not a big chunk of CJ's bottom line.
Jeff M : Well, ValueClick has, in their earnings calls, suggested that at every contract renegotiation, they have been fairly forthright with the fact that eBay is asking them to sharpen the pencil on the relationship.
Jeff D : If you remember, three or four years ago, I think Beth, or somebody, posted a revenues and sort of mentioned that the top 50 affiliates for eBay all made a million dollars a month, or drilled a million dollars, or whatever it was. It was some obnoxious amount of money that, if you worked out the numbers, probably was 20 or 25 percent of CJ's revenue came from that one client, from eBay alone. If that's changed, then that's changed, but I can't believe it's changed that much. I know eBay told us at some event that the biggest check they wrote every month was to CJ.
Jeff M : Well, a lot of that, though, I have it from someone who worked back in the days of three or four years ago, where eBay was much larger. There were a handful of affiliates that did well into the seven figures, and this person told me that there were all type of trademark‑related scenarios going on, and eBay was none the wiser to that kind of stuff.
I think eBay has evolved, much as any online retailer would evolve, into understanding the power of its brand and those kinds of things. I think what you're suggesting, Jeff, is absolutely true. It was true years ago, but it hasn't been true for the last few years.
This is what I've been told by someone who I think would know. This person was with BeFree and then came over to Commission Junction when they got bought out.
Jeff D : So if you're a big eBay affiliate and suddenly at some point can't do business with them anymore, then what do you do? Do you become an Amazon affiliate and change your whole system over?
Jeff M : No, you've got a helluva lot of money at that point. Maybe you just go into early retirement.
[laughs]
Jeff M : Well into the seven figures! Like you said, they were getting big checks.
Jeff D : I think that also comes back to some of the loyalty and coupon stuff we were talking about before. I think a lot of this has to do with these big publishers: “If you don't play with us, I'm driving that traffic somewhere else.” I think that's where a lot of the loyalty programs end up holding big brands hostage.
Jeff M : Absolutely.
Jeff D : Cutting things off. They must assume that they can get rid of all of that traffic and still survive and still earn, still be…
Those affiliates have to do something, though. They're not going to just stop and close up shop. Maybe that's the answer; they pick Amazon. Because Amazon, if anything, has just as many tools, and even better tools in some cases, to let people make money. I don't know if that's going to have an effect. eBay is smart, so they must have thought a lot about this and decided that they could live without it.
Amanda : [sarcastically] Isn't that special?
Jeff M : [laughs] We are at the one hour mark. We've managed to cover all the important stuff, I think. Really quickly I'll just mention that‑‑‑‑what?
Sam : Google/Feedburner. Zanox , that's huge.
Jeff M : Right, Google got acquired by FeedBurner, or FeedBurner's getting acquired by Google! Wouldn't it be funny if it were the other way around? Zanox getting acquired by Publigroup. What else? Interesting, Marchex is buying some Latin American based properties.
Sam : I swear you own stock in Marchex, don't you?
Jeff M : Who? Me? I don't own stock in any of these companies.
[laughter]
Jeff M : What are you laughing about? I don't! I would not.
Technorati relaunched recently. We didn't get to touch on any of that stuff, but perhaps next week, OK? So let's go around for closing thoughts on this week's discussion. Let's go to Jeff Doak first.
Jeff D : I think the interesting question has become, going back to the beginning part of our hour: If you had to answer the question, “What's the best way to run an affiliate program?” Assuming you're going to have one. I still think everyone needs to have an affiliate program; I think it's just a matter of how you run it.
Do you run a very small program with a few select partners, and maybe you're running hybrid deals, or you're keeping them in a different channel or separating the channels? And/or do you look into doing much more long tail stuff, where you have a bunch of small affiliates, where there's maybe low overhead somehow, and they drive small amounts of traffic, but in aggregate, it's a lot, and you sort of own these little niche communities?
And I still think that's where things are going, but in general, if we can answer that question: how should you run an affiliate program? The way things work right now, what kind of technologies should you have? What considerations do you have? And even though that's a question that probably has been answered a thousand times, I think the answer's different today than it was a couple weeks ago, even. Ne vem. I think that's interesting to explore.
Jeff M : Is Lee still on the call? [laughs] Lee, are you there?
He probably had to drop off and do that whole work thing again. Amanda Watlington, your final thoughts.
Amanda : My final thoughts are really that this has been a big week. And it's part of what we've seen a lot of happening this week; we've seen a lot more acquisitions. I'm kind of fascinated at when the pace will slow down on the acquisitions because it's like any time. A lot of the big companies have been swinging a lot of food into their face; now they're going to have to chew it, and bring it all to pass because I look at the integration of any acquisition as being the single biggest next task.
And that's where we will really see whether or not they get out of it what they really expect. It's whether or not they can absorb, assimilate, and maximize all of this stuff they've bought.
Jeff M : Why not let it run, as it is, on the side?
Amanda : Then you achieve no advantage, other than perhaps having your eye a little closer on your competitor. You buy your competitor.
Jeff M : Mm‑hmm. Mr. Sam Harrison. Harrelson. [laughs] I called you Harrison, sorry.
Sam : Jesus, thanks.
Jeff M : Who's that guy? [laughs]
Sam : Malander.
Jeff M : [laughs]
Sam : Again, I blame the networks for not having a presence online and having a personality online. Affiliate marketing isn't going to rise to the next step, past 1999, if the networks don't get their stuff in order, and really get out there and be advocates for the industry, beyond just lip service and showing up at Affiliate Summit and AdTech, and that kind of thing.
They've got to get out there and blog and interact, if you will. That doesn't mean going on ABestWeb; that does mean having someone, or something, that sort of says, “This is who we are, this is what we do, and this is why you need to work with us.” Otherwise, we're dead. [laughs]
Jeff M : Ken Magill wrote an article called “Affiliating with Success” in this month's “Multichannel Merchant” magazine‑‑probably will be available online soon.
In my closing thought, I will read to you a short quote from a gentleman named Quinn Jalli ‑‑ Quinn, if I'm mispronouncing your name, I apologize ‑‑ chief privacy officer for DaTran Media. Jalli recommends questioning affiliates on how they intend to market the offer. For example, can the offer appear in a pop‑up ad? Can the ad appear in a newsletter? If so, what kinds of newsletters? And what is and is not acceptable?
“If the affiliate distributes your creative through a multichannel approach, you'd better understand each channel. If people won't answer questions about how they're getting the word out, you should walk away, especially in this era of liability.”
That's my final thought.
Sam : Cool.
Jeff M : And I guess Lee is not here. He had to go do that whole work thing. So thank you all. I hope you had as much fun as I did.
Amanda : Absolutely. Absolutno.
Sam : Yep.
Jeff M : And we'll talk again next week.
Amanda : I won't be here.
Jeff M : Oh, you will not be here?
Amanda : No. I will be on the water in Camden, New Jersey, at the men's collegiate rowing championships.
Jeff M : Oh! Very nice, very nice.
Amanda : Yeah.
Jeff M : Well, I will see you in the blogosphere, for sure.
Amanda : You absolutely will.
Jeff M : And email and all that kind of stuff.
Amanda : All the other good stuff. Thanks a bunch. Good night.
Jeff M : See you guys. Goodbye.
Sam : Bye.
[music]
Teme
-
socialnih "boljši" trženje
- Retail success stories
-
Svinec zmagovalci generacije
-
Best vsebine strategij
-
Molander Minute
-
Video intervjujev
Preberite več o RSS naročnine
connect
-
socialnih "boljši" trženje
Prevajalec
