Dissecting performance marketing trends

Here are my thoughts on some interesting questions that The Drum recently put to me as part of their quarterly Performance Marketing supplement.

How can marketers use cross-channel attribution insights to drive ROI?

It is only truly possible to understand your ROI and how to maximise your marketing budget if you are looking at all the touch points within the customer journey. Most advertisers work on a last click basis to attribute a sale to a specific digital channel, but there can be many other factors that influence the purchase. Measuring your marketing activity on a last click basis means you’re likely to be missing opportunities but also be less efficient with your spend than if you were to take higher level view.

How can advertisers and publishers work together to increase affiliate traffic via mobile platforms?

Both the advertiser and affiliate need to have mobile optimised pages to ensure there is a seamless journey for the customer. In just a few years, mobile traffic will exceed that from fixed line connections. As such optimising mobile is no longer about being ahead of the game, it’s about ensuring you’re in the game.

Think about your consumer. How are they interacting with your site? What purchase stage are they at? Use this knowledge to create a seamless and easy experience to optimise traffic and conversion. Lastly, ensure that there is tracking for affiliates in place, simple yet surprisingly often overlooked.

How can marketers succeed with pay per call?

Pay-per-call is another effective channel that can be used by affiliates as part of a multi-channel marketing strategy. It is a particularly valuable channel when the product is of high value or a complex purchase. The key to success is to follow the rules of any other marketing channel; ensure the customer journey works by channelling your customers to the right agent, track your KPIs clicks, calls, conversions etc. and work with the affiliate channel to drive high quality calls at an effective CPA.

What are your tips for effective lead generation?

The quality of leads is paramount here, make sure that your network is working with the right partners and has the appropriate quality checks in place. Be very clear about your objectives and what you consider a quality lead. Choose the right commercial model that works for you, whether that be a cost per lead or a cost per sale, but tracking back to a cost per sale basis ensures that you are getting a good ROI from this activity.  To make the most of the leads generated use them for both online and offline marketing purposes, such as email and telemarketing.

What’s the next big development for the world of performance?

I’m not sure there is a one big development, I think it’s a combination and maturity of a variety of factors that make the channel so successful. Technology should, and will, continue to drive innovations that help advertisers to be smarter about how they target customers through their large affiliate base.  Data and insight is in abundance within the affiliate channel, advertisers should work with their affiliates and network to use this to drive not only new opportunities, but also efficiencies across the online mix. And affiliates will continue to grow and more will become brands in their own right generating more revenue for the channel and its advertisers.

These topics are discussed in the recent Performance Marketing supplement of The Drum available here.

Helen Southgate

Helen Southgate

Helen Southgate joins affilinet from BSkyB, where she was responsible for the broadcaster’s online marketing planning and strategy. Southgate has eleven years experience in performance marketing and in 2011 was the IAB Affiliate Marketing Council Chair. Her primary focus is to grow business in the UK, but she will also work alongside other country managers to grow the network at a European level.
Helen Southgate

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