5 partner Marketing Trends In 2019 And Beyond
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5 partner Marketing Trends In 2019 And Beyond
- 1. 5 PARTNER MARKETING TRENDS IN 2019 AND BEYOND ROBERT GLAZER | AUGUST 12, 2019 @accelerationpar ASE
- 2. 2 1. Channel Evolution Into Partner Marketing Traditional Affiliate Marketing
- 3. 3 1. Channel Evolution Into Partner Marketing Traditional Affiliate Marketing Emerging Performance Channels PR+ Influencer Marketing/Advocacy Business Development/ Partner Marketing Referral Programs
- 4. 4 PARTNER MARKETING 1. Channel Evolution Into Partner Marketing Traditional Affiliate Marketing Emerging Performance Channels PR+ Influencer Marketing/Advocacy Business Development/ Partner Marketing Referral Programs
- 5. 5 BRANDS’ NEEDS • Track partner activity and know ROAS. • More automation and scalable tools. • Tie payout to performance. • More transparency. • Better brand experience.
- 6. 6 PUBLISHER/ PARTNER NEEDS • Grow their share of marketing budget shifted from brand to performance. • More transparency into brand partner’s data and KPI’s. • Clear communication from brand partners on changes, opportunities, etc. • Fair and hybrid compensation. • Real-time reporting on performance.
- 7. 7 2. Bigger & More Experienced Teams
- 8. 8 BIGGER PARTNER MANAGEMENT TEAMS • Multiple FTE’s. • 5-10 year experience, VP/Director level. • Multiregional experience, local language capability. • Specific experience in recruiting, business development, campaign development, fraud, data analysis, etc.
- 9. 9 3. Advanced Technology & Automation
- 10. 10 MORE LICENSED TECH & “IN HOUSE” PROGRAMS • Separation of services and technology. • No more “roadmap”, platforms will have to compete as tech companies on features available today and tomorrow. • More licensed tech, continued phase out of performance fee. • Partner and “In House Programs” using white labeled technology.
- 11. 11 ENABLING TECH Reporting Automation & Integration • OptimusPrime • Affluent Fraud • Forensiq Date and Attribution • Odyssey Buy Now • Monotote Publisher Analytics & BI • Trackonomics
- 12. 12 4. Open Network Structure
- 13. 13 • Shift towards “open” systems vs “closed” systems. • Interoperability will be essential. • Similar to path programmatic. • Network compatibility. INTEROPERABILITY
- 14. 14
- 15. 15 5. Increase in Global Programs & Program Complexity
- 16. 16 GOING GLOBAL FASTER • Direct to consumer brands starting global and going global faster. • Consumers are increasingly shopping from outside their own countries. • As global e-commerce and global partner marketing grows, so will brands’ demand for more global partner marketing solutions.
- 17. 17 APAC GROWTH • Ecommerce sales = $3.5 trillion in 2021 • Mobile device-commerce sales = 80% of transactions, just over $2.7 trillion dollars by 2021. • Multitrillion-dollar e-commerce market and the world’s largest.
- 18. 18 GLOBAL AGENCIES & COMPLIANCE • Why have five agencies when you have one platform? • Brands looking for global solutions, integrated global strategy and in-country support. • Brands/agencies need to stay abreast of global and region-specific changes such as GDPR, Nexus, FTC, rollout of more stringent policies in the U.S. around privacy and disclosures.
- 19. ROBERT GLAZER Founder & CEO rglazer@accelerationpartners.com Twitter: @robert_glazer Instagram: @robertglazer_ THANK YOU! http://pages.accelerationpartners.com/robert-glazer-ase
Notas del editor
- Track partner activity and have visibility into how they’re performing. To know what their return on ad spend is. Better efficiency, simplicity and automation from their marketing and partnerships. To lower risk from their marketing activity. More control over their marketing program’s performance. More transparency about what their partners are doing to promote them. To ensure that they are primarily only paying after performance/a conversion has been realized. Not before and then hope that something happens that’s beneficial to their brand and business.
- Brands to allocate more of their budget to performance-driven online marketing. More transparency into their brand partner’s data, KPIs and goals so that they can better optimize their marketing strategies to drive results that will meet those objectives. Clear communication from their brand partners Fair compensation from their brand partner when they drive valuable results. Hybrid compensation.
- Will need access to training
- Interoperability will be essential Everyone will need to be able to work and trade with everyone. Accommodating this will mean moving toward “open” systems vs “closed” systems. Similar to programmatic Brands’ chosen platform or “network” needs to be compatible with the network that the other brand partner is on.
- APAC ecommerce sales are expected to grow to over $3.5 trillion (US Dollars) in 2021. APAC mobile device-commerce sales will account for a staggering 80% of transactions, just over $2.7 trillion dollars by 2021. APAC is a multitrillion-dollar e-commerce market and the world’s largest, and almost three times larger than North America, the second largest, who have yet to exceed a trillion dollars.
- When we talk to brands, they have never hear of