digital marketing eCommerce connectivity & hosting content management web 2.0 & social media
search Marketing
Search marketing has matured significantly over the past year with Google showing for you. So while you walk around the exhibition collecting more freebies than your
a range of results more suited to the fragmented audience we truly are. plastic bag can hold, think about what your online objectives truly are.
Web pages, blogs, news feeds, shopping feeds, Twitter, videos, maps, images Are your generic keywords chosen purely because they tick the budget box? Or are
and a kaleidoscope of social media communities combine as organic search they chosen carefully to achieve profit and market share objectives? Perhaps there
results. Paid search continues to be more targeted and savvy brands now work is more profit and market share in the long tail.
closer with usability and analytics agencies to build a greater understanding of
Or have you come to the show thinking about traffic numbers. High volume is good
the entire user journey.
but is it the right traffic? How much does it cost? And how does this relate to the
So boardrooms take heed, it’s 2009 and every penny counts. No part of the intent of your viewers?
marketing process can afford to work in a vacuum during the current financial
Are you one of the many at the show that believe there is nothing you can do with
climate.
your web properties? The budget for onsite development has been spent, frozen
Additionally, there has been a marked shift in the boundaries between online PR, or quite simply doesn’t exist. Solutions are still available if you start thinking about
article submission, buzz marketing, social media and traditional SEO. The process of affiliates, external links, article submission, online PR and user generated content. If
getting found and getting people to your site has evolved. planned and executed correctly all these areas can increase market share through
2009 is about engagement of the user and the best route to visibility or conversion
engagement, and some will increase your organic positions quite noticeably.
with the resources at your disposal. But please remember, links is not a numbers game, it’s all about the quality rather
Making your search marketing strategy a success can be daunting. But you are in
than the quantity. OK. Enough of the lecture, I’m sure you have had enough,
good company. We hear the same stories every day.
enjoy the show.
“If it’s profitable, it’s marketing. But if it needs ‘Technical’ to actually make it happen,
Thinking On a Different Level.
then that’s not my budget! And now you want to speak to the PR department? What Visit ambergreen on stand e2110.
for? Procurement won’t like it. And while you’re here, have you seen what people are
Grant Whiteside – Technical Director, Ambergreen Internet Marketing
saying about our brand on that MyFace Twitterbook thingy. Offline are going nuts!
DO SOMETHING.”
So welcome to Internet World 2009. Hopefully you will find the answers to all your
problems. From the one man band to the multi-national there is something here
de-duplication: an affiliate Marketing debate
De-duplication in Affiliate Marketing De-duplication Across Online Activity
There are a number of hot topics in the affiliate marketing sector at the The process of de-duping activities to ensure there is no crossover of leads from
moment. These include the activity of voucher code sites, the question of the affiliate marketing, paid search, SEO, email and display advertising is much
incremental value driven by cashback sites and the ongoing issue of brand more complicated. The typical user journey will involve an initial research phase,
protection. Recently, however, another issue is being debated – de-duplication. followed by a decision-making process once the desired product or service has
In the current economic climate marketers are scrutinising online marketing
been identified and then the final purchase. This process can take between four
campaigns in more detail than ever before and advances in technology have
and six weeks depending on the nature of the product or service and involve
provided companies with a much truer understanding of the user journey and
multiple, repeated visits to a wide variety of sites.
all the touch points customers access on route to purchase. All the elements of digital marketing can, and do, play a part in each online
This analysis enables organisations to determine exactly which source has
sale - not to mention offline activity – but affiliates will get no recognition for their
generated the sales. In the case of affiliate marketing, this can mean affiliates
part in the process if they are not paid a commission due to the last click referrer
losing out on commission due to the sales being attributed to another source.
being generated by another channel.
The main question this raises is: With complex campaigns spanning a variety of Affiliate Opinion
online media, how can the channel actually responsible for driving that sale be Affiliates are becoming increasingly concerned by this and when voicing their
accurately determined? opinions – which we know, they are certainly not shy of doing – there are a
De-duplication Best Practice
number of issues coming to the fore.
The most common practice amongst merchants when de-duping is to de- The following is a direct quote from an affiliate on this topic:
duplicate the affiliate channel against itself. This is particularly prevalent with “If all consumers start to use cashback sites as the site of last click, then you will
brands that run affiliate programmes on two or more networks. Within most find the value added niche sites will start to choke for lack of revenue. As we start
sectors merchants operate on a ‘last click wins’ basis. The exception is finance to lose the value add sites, then the concept of an affiliate actually adding value
where the first lead source wins and subsequent identical leads are treated as to the purchase decision will diminish and all we’ll be left with is cashback sites.”
duplicates and deemed invalid.
Is there a right answer?
If de-duping against other media channels, then this is done on last click with There is no clear answer unfortunately, but each merchant needs to apply a
the exception of brand term cookies, which do not tend to overwrite affiliate system that works for them. Taking too draconian an approach will save some
sales. De-duplication should be carried out at source. budget but inevitably lead to disillusionment amongst affiliates and have a
Local Cookies and Click Appends
negative impact on the programme.
Local cookies and click appends are used to de-duplicate at source. Click The key is to have a consistent, sensible approach that takes into account the
appends are used to identify which network a cookie has triggered. Setting a value of the specific affiliate genre in generating a sale.
local cookie as well can ensure that only one network cookie is triggered when
Visit r.O.eye on stand e1127.
the end sale is made. The local cookie searches for the presence of a previous
network and overwrites this with the cookie of the ‘last click’ network. Thus, when
rOBerT edis – Strategic Account Director, R.O.EYE
a sale is made and the script on the confirmation page is triggered only one
cookie will fire, preventing the same sale from tracking across multiple networks.
www.internetworld.co.uk 11
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