I have been involved in affiliate and partner marketing for the last 10 years, where I have been responsible for various advertisers, and have worked hard to help my clients succeed.
Through these years of experience, I have learned two key things brands need to do in order for their partner marketing activities to produce results. I'm going to share these with you by talking about a Japanese deparment store and their success story.
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.