Over the last ten years, we’ve seen the traditional affiliate landscape evolve into the much broader partner and affiliate marketing space we know today. Brands are now looking towards a forward-thinking partner marketing model based on data, scale, and analytics. Transformational partnerships are the next step in this digital marketing progression, allowing brands to drive customer acquisition and stronger customer loyalty as well as become more efficient with their time and resources.
Over the last seven years, major brands have been shifting towards technology to manage their partnerships and affiliates—which means that the service required to support them has evolved too.
Pandora's Managing Director A/NZ Jane Huxley at Innovation Day 2017
Five years ago, Pandora Radio came to Australia. How did a music streaming service carve—and cement—a space for itself in a market that equated its name with high-end jewellery? By forging innovative partnerships that drove tremendous growth for the brand.
Over the past few years, the affiliate marketing industry has drastically evolved. While the term "affiliate" denotes an official connection, it connotes an association or attachment not necessarily rooted in full mutual benefit. Conversely, a partnership implies a more solid relationship where both parties work together to navigate risks, improve efforts, and share in profits.
Disruption. We hear this word almost on a daily basis these days. We’re always hearing about ‘the disruptors’; the Ubers, the Airbnbs, the Netflixs of the world, who are revolutionizing the market at every turn. Although we reap the positive changes these types of companies have brought to the market, we don’t often look at the ‘how’ behind their success.
Partner Success Story
Compare TV (www.comparetv.com.au) empowers Australians to get the most out of their leisure time by providing reviews guides and offers on a range of digital entertainment services. As a marketing partner, Compare TV works with the biggest media brands in the industry, including a large Australian pay television company whose services include cable television, direct broadcast satellite television, and IPTV catch-up services.
Compare TV sought to optimize activity across a number of key products on behalf of the large pay television company that it drives business for. They also wanted to reduce the time spent on pulling manual reports and improve their working relationships with all of their advertisers by communicating around performance and shared targets.
Image Source: Virgin Australia
Client Success Story
Virgin Australia, Australia’s second-largest airline, provides travellers with a seamless experience across all international and domestic markets while retaining the same excellent service. Historically, Virgin Australia worked with performance marketing agency Columbus on their only official performance marketing channel, SEM.
In order to expand beyond SEM, Virgin Australia sought a platform that would allow them to grow their channels, improve operational efficiencies and manage their existing and new partnerships in one place.
Client Success Story
In 2016, global online travel agency ebookers.com (part of the Expedia Group) began working with Performance Horizon to track, measure, and reward a variety of their marketing partners and affiliates across seven geographic markets.
The main challenge ebookers faced was the daunting task of transitioning their existing affiliate marketing program from multiple networks into a single technology platform.
It’s no surprise that cutthroat competition has increased pressure for retailers to drive both customer acquisition and retention. At the same time, complex customer journeys challenge brands to integrate their marketing activities across more touchpoints, channels, devices, and marketing partners as well as measure the return on investment of those efforts. As retail marketers scale their efforts, digital marketing must evolve to better serve their needs and accommodate both online and offline ecosystems.
Client Success Story
THE ICONIC is Australia's leading online destination for fashion and sportswear, selling products from over 700 Australian and international brands. Although they managed a large portion of their affiliate channel in-house and had direct relationships with their key marketing partners, THE ICONIC sought a technology partner that provided more sophisticated, in-depth performance data and would enable them to work with all of their partners on a single platform.
The main challenge THE ICONIC faced was transitioning to a technology platform while seamlessly onboarding existing marketing partners. Onboarding any new enterprise software can present challenges, and with thousands of partners to transition in the affiliate channel, seamless execution is critical to avoid wasting money both in lost sales and inefficient use of internal resources.
THE ICONIC's affiliate program was fragmented across multiple networks and lacked in-depth performance data, which hindered long-term channel growth. THE ICONIC needed a solution that allowed them to view all partner performance data on a single dashboard, track individual partner performance in detail, and increase data transparency alongside their partners to improve performance.