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Diversification & Publisher Traffic

Diversification & Publisher Traffic. Andrew Copeland, Network Director, Tradedoubler. Today’s niche… tomorrow’s mainstream. Social. PPC. Affiliate marketing’s place. Technology. Display. Mobile. Affiliate Marketing. Organic Traffic. PPC. Technology. Social. AM Sandbox.

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Diversification & Publisher Traffic

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  1. Diversification & Publisher Traffic Andrew Copeland, Network Director, Tradedoubler Today’s niche… tomorrow’s mainstream

  2. Social PPC Affiliate marketing’s place Technology Display Mobile Affiliate Marketing Organic Traffic

  3. PPC Technology Social AM Sandbox Affiliate marketing’s place Organic Traffic Mobile Display

  4. Context – paid search Google: Google.com registered in 1997 and Google Inc. incorporated in 1998 Adwords: Launched in 2000

  5. Context – social Facebook: Launched in 2004 and only allowed pages in 2009 Twitter: Launched in 2006 and only allowed paid ads in 2010

  6. PPC Video Social AM Sandbox What’s already in the sandbox? Retargeting Remarketing Mobile

  7. Virtual currency Virtual currency is used to purchase virtual goods within a variety of online communities; which include social networking websites, virtual worlds and online gaming sites.* • Blurs the lines between social engagement and performance marketing • Subtle difference in consumer motivation, lending itself to the promotion specific offer types • High volume business model which can return significant results * wikipedia.org/wiki/virtual_currency

  8. Brand advocacy A loyal customer who is engaged into active promotion of a brand or a product without being paid to do so. They do so because of their positive experience with the brand.* • Word of mouth is a powerful marketing tool • Most companies already have an army of brand advocates • Social media teams often don’t have sales focused KPIs • Increase product and brand exposure to potential customers * wikipedia.org/wiki/brand_advocate

  9. Community gifting A mode of exchange where valuable goods and services are regularly given without any explicit agreement for immediate or future rewards.* • Becoming more popular as consumers collectively contribute towards gifts • Allows advertisers to tap into an individual’s special occasions (birthday’s etc.) • Often allows cross-advertiser gift lists, increasing access to competitors’ consumers * wikipedia.org/wiki/gift_economy

  10. Group buying Offers products and services at significantly reduced prices on the condition that a minimum number of buyers would make the purchase.* • Very popular with deal-conscious consumers • Excellent sales mechanism for selling surplus stock • Improved technology often allows advertisers to run their own group buying deals through the affiliate channel * wikipedia.org/wiki/group_buying

  11. PPC Community Gifting Brand Advocacy AM Sandbox Social Video What’s in your sandbox? Remarketing Retargeting Virtual Currency Group Buying Mobile

  12. PPC Community Gifting Brand Advocacy PRICE COMPARISON CONTENT AM Sandbox Social Video Remarketing Retargeting Virtual Currency Group Buying Mobile VOUCHER CASHBACK

  13. Summary New traffic streams quickly become a crucial element in the digital marketing mix Early adoption of new traffic streams can give you a competitive advantage Affiliate marketing offers a low risk test environment Affiliate marketing is your playground

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