Combining different online marketing channels increases sales by 173%, said Marc Stilke, COO of AdLink and head of affilinet, at the a4uexpo affiliate marketing event in Amsterdam.
Search engine marketing and affiliate marketing now account for two-thirds of online marketing spend in Europe. And budgets are set to continue to rise across all results-oriented disciplines, Stilke said at the a4uexpo affiliate marketing trade show .
According to Stilke, when a user makes a purchase band data online, he or she has had several contacts with advertising for the product beforehand. Currently, the last cookie, i.e. the consumer's last contact with advertising, is considered decisive for the sale, and is the one that is paid for. But according to Stilke, this approach is not entirely correct.
Accurate tracking is necessary to rule out double commission and to classify the sale in the right channel. “Banner campaigns have an effect beyond the click-through rate,” says Stilke.
Mark Stilke lays down the following rules for online marketing for advertisers:
– Track results and achievements across all online marketing channels.
– Combine all internet marketing strategies.
– Evaluate display ads beyond the click-through rate.
– Accept post -view tracking in affiliate marketing.
– Do not cut the commission of affiliate network websites when the sale is made after clicking on a sponsored link in search engines, since the sale has often been achieved with advertising on affiliate networks.
– Distribute the media budget dedicated to sales across the different online marketing channels.
– Use different advertising texts for each channel.
– Work with several collaborators on each marketing channel.