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  • March 12, 2019
  • March 14, 2019
  • Amsterdam
  • RAI Amsterdam

40.7405° N, 73.9832° W

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Affiliate Summit Europe Advisory Board Take Aways

Meetings Attendees

Vicky Bruce

Head of Affiliate

The Telegraph

James Little

Group Commercial Director

topcashback.co.uk

Christoph Burseg

CEO

Veescore

Chris Johnson

Client Services Director

vouchercloud

Owen Hancock

European Strategy Director

CJ Affiliate

Matt Lovett

Managing Director 

wow Media

Mumtaz Khamker

Global Head of Client Strategy

Webgains

Ana De Jesus

Travel, Lifestyle and Fashion Blogger

 

 

Specialised product expertise and brand personality are the way to tackle Amazon

'Amazon owns 33% of the retail market’ 

‘Amazon Prime was created and implemented in 99 days’

An urgent challenge for today’s brands is forming a strategy on how to stay relevant and competitive in a market dominated by Amazon - and how to keep up with the fast pace of change. Amazon Prime, for example, was created and implemented in 99 days. Amazon’s appeal is the unparalleled ease and convenience of its customer experience. It is very hard to beat the retail giant on its own terms: Argos launched same day delivery before Amazon, but hasn’t gained much competitive edge. The second, larger challenge is that Amazon can afford to absorb the potential hit of playing with pricing and undercut the market on certain products. The result is that in terms of lead generation it’s almost impossible to surpass Amazon on convenience or price. Instead, what brands need to do is work out how to build a unique brand image and authentic, memorable shopping experience that leverages specific product expertise.  Finally, it’s important for brands to consider where the power and responsibility for tackling this problem lies: perhaps it’s publishers who need to start offering viable alternatives to Amazon. On the other hand, publishers need to deliver on revenue lines - is it then the responsibility of advertisers to push the traffic?

Powerful affiliate networks and APIs are changing the affiliate landscape

‘The future is specialisation by networks or tech providers’

There’s a growing sense that affiliate networks are becoming so powerful they may slow innovation in the industry, since they monopolise the clients. Compounding the problem is the fact that SaaS platforms are showing signs of acting as networks and retaining clients, and they’re also cheaper. Massive brands, like Ticketmaster, are moving over - it’s hard to compete in this environment. Equally, it’s very likely that the future of affiliate marketing will actually move to APIs. What’s important now is to think about adapting to this development - the most important conversation is very much shifting towards technology. The future is potentially specialisation by networks or tech providers looking at areas like: publisher discovery, customer service, tracking and payments.

Brands’ approach to tracking and CPA need to adopt a granular strategy

‘8% of searches are now made with voice technology’ 

‘Apple’s Intelligent Tracking Prevention undermines cookies’ 

The way that customers are searching is changing quickly - 8% of searches are now done using voice. The way brands track needs to move to keep up with that: the key question is, how do you future-proof tracking? Last click is no longer nuanced enough to account for the varied blend of interactions with a brand that contribute to one purchase decision. Brands need to take a more granular approach to tracking now and enable the specific tracking of each fixed fee activity. Rather than lumping performance into one number, ROI should be split out into each individual media/ placement type. What’s also interesting is the dislike Apple has taken to cookies with the Intelligent Tracking Prevention it’s developed for Safari. This means many brands won’t be able to track progress. We’ll then have a revenue problem for affiliates which needs to be addressed.

Open banking has revolutionised data sharing but also poses questions about regulation

‘The day you owned the customer is long gone’ 

Open banking means that the day you owned the customer is long gone - the best you can do with the customer is know them in order to acquire or retain them. All you can now do with the customer is know them - to try and retain or acquire them. How do brands anticipate open banking? Open exchange of information is in one respect brilliant for marketers for it levels the playing field and offers the opportunity for brands to target customers more accurately. It also drives innovation in fintech. However, at the same time it throws up questions about GDPR regulation and ethics. Brands need to consider who, if anyone, has a moral responsibility to intervene if they discern something problematic in the behaviours suggested by a set of consumer data - should anyone call Samaritans?