Lecture E-commerce and e-business for managers - Chapter 9: Affiliate programs

Chapter 9, Affiliate Programs Outline 9.1 9.2 9.3 Introduction How an Affiliate Program Works Selecting an Affiliate­Program Reward Structure 9.3.1 Pay­Per­Click Model 9.3.2 Pay­Per­Lead Model 9.3.3 Pay­Per­Sale Model 9.3.4 Multi­Tiered Model 9.3.5 Hybrid Model 9.3.6 CPM (Cost­Per­Thousand Model 9.4 Attracting Affiliates 9.5 Monitoring An Affiliate Program 9.6 Affiliate Solution Providers 9.6.1 Commission Junction 9.6.2 LinkShare 9.6.3 Be Free 9.6.4 ClickTrade 9.6.5 PlugInGo.com 9.7 Web­site “Stickiness” 2001 Prentice Hall, Inc. All rights reserved. Chapter 9, Affiliate Programs Outline 9.8 9.9 9.10 9.11 9.12 Becoming an Affiliate Examples of Affiliate Programs Affiliate Program Examples By Industry Costs and Taxation of Affiliate Programs Affiliate­Program Directories and Search Engines 2001 Prentice Hall, Inc. All rights reserved. 9.1 Introduction • Affiliate program – A form of partnership in which a company pays affiliates (other companies or individuals) for prespecified actions taken by visitors who click­through from an affiliate site to a merchant site • In this chapter, we discuss: – Costs – Benefits – Program reward structures – Program­building options • Tracking and affiliate solution providers – Directories and search engines that provide affiliate­ and partnering­program resources 2001 Prentice Hall, Inc. All rights reserved. 9.2 How an Affiliate Program Works • New income streams • Merchant – The company that advertises on another company’s site • Affiliate – The company hosting the advertising in return for a reward based on predetermined terms – Affiliates act as an extended sales force • How it works – Merchant places banner on affiliate’s Web site – When a person clicks through to the merchant’s site via the advertisement on the affiliate’s site and makes a purchase, a commission on the sale is typically awarded to the affiliate • “Win­win" situation 2001 Prentice Hall, Inc. All rights reserved. 9.3 Selecting an Affiliate­Program Reward Structure • Program reward structures – Pay­per­click – Pay­per­lead – Pay­per­sale – CPM (cost­per­thousand) – Multi­level, or multi­tiered – Hybrid model • Implementation of appropriate reward structure(s) depends on the type of site and its product mix 2001 Prentice Hall, Inc. All rights reserved. ... - tailieumienphi.vn