Affiliate Marketing 2.0: How Top Brands Are Rethinking and Refocusing Affiliate Programs

What’s this course about?

Affiliate marketing has a clouded past. The nuances of the channel are not understood by many marketers and many companies have turned their program entirely over to networks who have financial conflicts of interest. The reality is that properly managed programs can drive 5-15% of online revenue and have one of the highest ROI’s of any online channel. Smart marketers are realizing that affiliate marketing is an important part of their arsenal. They are upgrading their programs and integrating the channel into their overall marketing strategies into what we call second generation programs (Gen 2).

In this half-day workshop, marketing professionals will develop the expertise and skills for managing a Gen 2 affiliate program. We will provide participants with an overview of affiliate marketing, discuss who the players are in the market, as well as address common challenges, such as off-brand promotion, attribution and cross-channel cannibalization. We will also review how top brands are using new technology and tactics to create programs that drive more incremental and sustainable revenue by focusing on brand alignment, high-quality partners, mobile optimization and global expansion. As part of this session, Robert will share case studies from industry leading affiliate programs. He will also conduct two live affiliate program audits and offer real-time feedback and analysis.  

Key Topics:

• An explanation of affiliate marketing
• Why the market is shifting from Gen 1 to Gen 2 programs
• An overview of the players and landscape
• Common affiliate marketing pitfalls and opportunities
• Effective affiliate management strategies and techniques
• Future affiliate marketing trends and opportunities

Who will be teaching the course?

Robert Glazer

Founder and Managing Director

Acceleration Partners

Robert Glazer is the founder and managing director of Acceleration Partners, an award-winning digital marketing firm focused on online customer acquisition for growing consumer and e-commerce companies.  His clients include adidas, eBay, Gymboree, The Honest Company, ModCloth, Reebok, Target, Tiny Prints, Warby Parker and many other consumer brands.  Highly respected for his expertise in digital marketing and his leadership skills, Robert speaks at global industry events like IRCE, Shop.org, ad:tech, Affiliate Summit, DMA and Performance Marketing Insights.  He is also a contributing author with over 100 published articles on performance marketing, strategy, leadership and entrepreneurship in prominent publications including Entrepreneur, Fast Company, Chief Marketer, MarketingProfs,  Kissmetrics,  Steamfeed, Internet Retailer and Forbes.