miércoles, 15 de junio de 2016

What is affiliate marketing? Strategy, payment model, formats and communication channels.

Affiliate marketing is considered a digital marketing discipline that aims to achieve results. These results may be selling a product, generate traffic to the website, generate leads or prospects database.
It is done through third parties, which are affiliates who collaborate with the advertiser to earn a commission or remuneration.

It is ideal for advertisers who should not pay or make an investment to achieve the expected results model. It differs from other models campaign there is no initial investment to generate results, but is paid at the time the results are generated. Affiliates are responsible for marketing the products and only charge if they achieve the result.

Who are part of a strategy of affiliate marketing?
There is a relationship between the advertiser, affiliates, the affiliation platform and in some cases digital marketing agency that provides services, all are acting to get a WIN-WIN, that is a relationship in which everyone wins something. We explain each case to make it clear that action must take each of them.

Advertiser: the person or entity that sells the product or service sold. Examples of advertiser can be a bookstore that sells books or ebooks or airline marketing the flights. In these cases its digital sales channel is developed for a third party from marketing the products of the company. The goal is to sell products and if it is developed by a third party shall be deemed an action affiliate marketing ..

Affiliates: They own websites, blogs or belong to large social networking communities who want to monetize their spaces, marketing or advertising revenue generating third-party products (Advertisers). Affiliates generally has defined a niche market and may have a segmented response to the marketing of products. They can be blogs travel or tourism, specialized web sites or Fanpages managers with many followers. Affiliates can be many, which should define them is that they generate highly qualified traffic to the advertiser. Its objective is to generate income marketing the products of the advertiser. 

Platforms Affiliation: Son portals that specialize in service connecting the advertiser and agency members. Have a dual function as contact with the advertiser and establish an agreement, then they will connect with affiliates who pay them for selling or promoting the products of the advertiser. These platforms recruit affiliates are classified by industry, interest, traffic metrics, campaign types, creative formats that offer on their websites, among others. They are responsible for establishing the relationship between the two parties and measured using technologies that have, in this way can make the payment to each of the members who make a sale or get the intended result. It will facilitate the management of all affiliated with the advertiser, providing measurements, payments to affiliates, all claims and ensure that the campaign is effective and measurable. His goal is to earn a sales commission or a fixed payment for work for the advertiser.

Payment models in affiliate marketing
As performance marketing is necessary that the advertiser will make with the platform and affiliates a form of remuneration. There are several models of the acules payment are:

- CPM (cost per thousand impressions): You pay every time there are 1000 impressions, or views on the website. It is aimed at branding goals or brand recognition rather than results or sales.

- CPC (Cost per click): The advertiser pays each time someone clicks on the ad affiliate. It is not an optimal model for affiliate marketing but if you want to generate traffic to the website is the most convenient.

- CPL (Cost per Lead): is paid when the user logs into a form leaving relevant contact information so that the advertiser can then contact the: name, email, phone and contact details.

+ Q (cost per qualified lead): This case pay when a lead or prospect is generated, but also the proposals meets conditions, for example is adult, female, etc.

- CPA (cost per acquisition or sale): The most common model in affiliate marketing, payment is only made when the affiliate generates a sale of the marketed product.

- CPA + Q (Cost per qualified sale): In this model you pay for sale, but is used when it is necessary for the sale is made through a process of verification of the advertiser, that is when you need to validate before documentation to generate the sale.

- CPD (Cost per download): It is a perfect model for marketing mobile applications, you only pay when a download of the application or software that is marketed is performed.

Type of affiliates
There are some types of affiliate marketing are interested in results, are people who have a blog or website segmented, which have certainly created a niche market around this blog and generate qualified traffic for advertisers. We have listed some, however the changes and updates in digital marketing make it possible to develop more day.

1. BLOGS and WEB SITES specific contents: Are all websites that talk about a specific topic, they have created a niche around that topic and are related to a specific target audience interests the advertiser. An example might be a hotel that is the advertiser in a travel and tourism blog belonging to the affiliate. Generally these websites have a minimum monthly traffic, making the offer interesting poster.

2. WEB SITES Comparators: Refers to web sites that compare prices of products of the same category. A clear example can be to booking.com who compares prices of different hotels for the user to choose the hotel best price.

3. Cashback portals: portals "cashback" share the profit with the user, which increases the possibility of selling the product. This model provides an incentive to the user to make the purchase on the site. An example of this type may be beruby.com who gives different users incentives to buyers of products in your portal.

4. Portals Cuponing: This is a model that is growing rapidly, is websites that publish coupons with offers from advertisers. For example Groupon who gives coupons for use of products of advertisers to lower prices. This type generally provides a higher level of traffic and this is interesting for the advertiser pautar with them.

5. Affiliate PPC Search Engines: experts are affiliated in SEM (search engine marketing), dedicated to buy search keywords and deliver qualified traffic to the advertiser. Most times working with Google Adwords to generate sales on search engines. In this case the advertiser decides who can do SEM on their behalf, creating an expert group members, opening the keyword policy for all members wishing to do so or have a closed policy that decides which affiliates can.

6. Affiliates specialists databases: affiliates are owners of large databases that use Email Marketing for promoting products of the advertiser. In these cases must be careful with the origin and legality of obtaining the database. They will use different creative formats for sending mail and promotional products.

Creative formats or types of Communication Channels
The advertiser must decide what kind of creative formats or used in your marketing strategy affiliate channels. This decision will determine the possible creative formats that will be used in the strategy of the advertiser.

- Display ads: They are banners with a wide variety of image formats and video. Often it used in branding strategies, but membership can help supplement content marketing actions.

- SEM: Purchase of keywords in search engines, refers to search engine marketing to help promote the advertiser's products in the search engines. It is generally used when there is a policy of using SEM or affiliated experts who can take direct action.

- Content Marketing: It is common in the affiliate marketing refers to the affiliate generated content on the marketed product and brand, thus increasing qualified traffic to the advertiser.

- Texlink: ads are text format, generally used in social networks or are the links used in content marketing.

- Emailing: It is a format used by affiliates who own databases, these databases are usually created from a "newsletter" or newsletter, which users sign up and allow sending informative emails about a subject specific. It is effective in the performance marketing because it generates many prospects of potential customers.

- Product catalogs: An online catalog which is kept updated and affiliates can market the products that are in real time. Most operate as an API of any advertiser or products are added manually by the affiliate.

Steps to create an affiliate program.

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