Emarketing The Essential Guide To Digital Marketing
By Rob Stokes
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Writing a book on any aspect of the online world is problematic because it changes so much, which is why the people working with this daily enjoy it so much. There are many books explaining why the internet is important and why you need to be part of the hype – this is not one of those books.
What the team from Quirk have been able to do is create a solid book on eMarketing that will be useful for a long time, regardless of the continuous changes in this field. This eMarketing textbook addresses the core principles one needs to understand to use marketing principles effectively in the online space ina highly accessible format.
If you are a marketer, this is a must have book; if you know a marketer, do him or her a favour and get it for them; if you are just interested in eMarketing and want to expand your general business knowledge, buy two copies – someone will want to borrow this from you.
Jaco Meiring, Digital – Investec “The text book is not only a great resource but has been fundamental to increasing the profile and education around Digital Marketing within SA. The
industry as a whole should be grateful for the impact it has made”
Sean Hidden, Digital Media Manager, Distell.
setting up a campaign
Affiliate marketing is forming an integral part of digital marketing – how would you go about setting up and launching a new campaign? Affiliate marketing should grow your business, and grow with your business, so it’s important to plan and prepare for long lasting success.
First, you need a clear idea of your business’s identity, goals and unique selling points. No doubt you will have competitors that affiliates already promote; you need to be able to give affiliates compelling reasons why your programme is better.
With this in mind, you need to determine the goal of your affiliate marketing. If you are a new business, you might just want to build traffic and brand awareness. Depending on what industry you are in, your goal could be new customer leads, or it could be increased retail sales. Make sure you are clear on what you want, and that your website reflects this.
Then, you need to decide whether you are going to run your own programme, from affiliate recruitment to tracking and paying, or whether you are going to use an affiliate network. If you are using an affiliate network, you’ll need to do your homework on the best network or networks to join. Look at:
e Where your competitors are.
e Who has the kind of affiliates you want.
e What the joining fees and monthly fees are.
e — How much support they can offer you.
e What countries the network is in.
You’ll also need to decide whether you will hire an affiliate manager to run your programme, whether you might outsource your programme management, or whether you already have the resources to run the programme yourself.
You need to do a full competitor analysis, focusing on your competitors’ affiliate programmes. Look at:
e Commission tiers
e Cookie periods
e Creative offerings
e Which affiliates they work with
e — Networks
e Incentives offered to affiliates
Prepare the basics that you’ll need to start a programme: e Product feed e Banners and other creative offerings