Digital Marketing
Define Digital Marketing
Digital marketing is the component of advertising that utilizes internet and online channels to promote products and services.
Define Affiliate Marketing?
A form of marketing where brands partner with affiliates that promote their products and only get paid when they bring that brand business
Define Tracking
Tracking is the practice monitoring and collecting data about a users online behavior
What are agencies?
Agencies are business that specialize in helping brands to run affiliate programs
Name 3 partnership categories
Affiliates, Influencers, Mobile Apps, Strategic B2B Partnerships, Ambassadors, Premium Publishers, Charity, Sponsorships
What is a marketing channel?
They are the various online mediums that brands use to advertise their products and services.
What is one benefit of Affiliate Marketing?
Brands only pay for results, Affiliates do the marketing for you, Native advertising experience for customers, Lower risk investment
Define Attribution
The art and science of determining which affiliate is responsible for driving a user to convert (ex. purchase a pair of shoes) in the customer journey
What are the key advertiser verticals in affiliate?
Retail, Subscription, Travel, FinServ
Are Affiliates + Partnerships the same thing?
NO! Partnerships is the umbrella affiliate fits underneath
What are the two main payment models in digital marketing?
CPM (Cost Per Mille) and CPA (Cost Per Action)
What is one challenge in Affiliate Marketing?
Negative perception, Lack of Control over Brand Integrity, Over Reliance on Coupon / Deal Sites, Difficulty Proving Incrementality
What are click redirects?
A type of linking that adds an additional hop for a user to go through before reaching their final destination
What does OPM stand for?
Outsourced Program Management
What elements of Affiliate can carry over to Partnerships?
Tracking + Attribution, Contracting, Payments, Performance
What are the main 6 digital marketing channels?
Search, Display, Retargeting, Email, Affiliate, Social+Influence
What are Program Managers responsible for?
Responsible for the success of the affiliate program by running day-to-day
What is First Click Attribution?
The affiliate who drove the “first click” (aka the introducer) in a customer journey get 100% credit for a conversion
What do retailers use affiliate marketing for?
Product Sales + Revenue Growth
What is the biggest challenge in the Partnerships space?
Most enterprises don’t have a dedicated partnerships team (yet!)
What is the backbone of digital marketing?
The technology that powers it
What is the core payment model used in Affiliate?
CPA (Cost Per Action)
What is the "customer journey" in relation to attribution?
All of the marketing touchpoints involved in driving an individual conversion
What role do Networks play in Affiliate Marketing?
Networks provide both tracking technology and program management
Name 3 Affiliate platforms following behind Impact
Tune, Partnerize, Everflow, Refersion, AWIN, Rakuten, PartnerStac