Hello, my name is Red Barrington and I work
within affiliate marketing and performance marketing.
I'm working in this area since 2002,
supporting clients through developing
effective digital marketing strategies supported
by digital marketing and affiliate marketing approaches.
During this time, the Internet and
affiliate marketing have undergone some significant changes,
but some of the basics still remain the same.
Within this session today,
I'm going to give you some practical insights into how organizations can get started in
affiliate marketing and some of the key questions as well
as actions they will need to undertake and address.
Let's begin by understanding what affiliate marketing is.
In affiliate marketing, a publisher,
which is essentially an individual or organization with a website,
acts and outsourced digital sales team for business,
promoting a brand's products or services in return for a fixed fee or commission.
They do this by hosting promotional adverts on behalf of
an advertiser and the visitors to the website click on this advert,
a link takes them to the site belonging to the advertiser.
Depending on the performance metrics agreed between the advertiser and publisher,
if the customer then clicks perhaps to receive further information,
watches a video, registers,
signs up to a newsletter or buy something,
the website publisher receives a commission for driving that action.
Affiliate marketing is often used by companies to reach a wider audience,
increase sales, and their customer base.
It's an easy way for companies to get
a large number of websites or affiliates to advertise,
promote, and sell their products and services in return for a small commission.
The key aspect here though,
is that the advertiser is only paying when the publisher completes the required action.
So they are paying for performance only.
Some organizations have used affiliate marketing and
the affiliate marketing model to generate revenue and form their core business,
such as price comparison sites.