At AM Navigator, every performance marketing campaign is tailored to the client's needs (and objectives); and is handled by a dedicated program manager. We provide full outsourced management of both affiliate marketing programs, and influencer marketing campaigns. Here's how it works...
AFFILIATE MARKETING PROGRAM MANAGEMENT
In case with affiliate marketing programs we focus on handling the following 5 key areas:
1. Affiliate Recruitment
Relying on an array of tools, methods, and techniques (including those based on proprietary technologies), we identify prospective affiliate partners to onboard. Among the criteria analyzed, we consider the affiliate's target audience, types of promotional methods (and marketing channels) utilized, as well as their already-existing relationships with the client's direct competitors or merchants selling similar or complimentary products (catering to the same target users). We also tap into our existing database of ~10,000 affiliates at this stage.
2. Affiliate Activation
This is, traditionally, one of the most frequently overlooked components which results in affiliate programs having only a fraction of onboarded affiliates being truly active, while the majority remains stagnant. Employing our RITS approach (focused on empowering affiliates with Resources, Incentives, Tools, and Support), we turn idle affiliates into performing ones. Recruitment and Activation take 70%-85% of the time we spend on any program. Detailed reporting on our efforts is provided to the client.
3. Compliance Policing
Policies do not guarantee compliance. However, they do give us grounds to ensure that affiliates are playing by the rules. Examples of unwanted affiliate activity may entail downloadable toolbars that overwrite affiliates' cookies (or hijack merchant's own traffic), paid search violations, typosquatting and cybersquatting, unauthorized coupon use, content-related violations, and lack of compliance with the FTC's disclosure requirements. Relying on a robust toolset, we police and enforce affiliate compliance.
Through bi-monthly newsletters, as well as one-on-one communication, we maintain a constant and consistent communication channel between the client and their affiliate partners.
5. Program Optimization
Based on best practices, AM Navigator's expertise, replicating successes, and ongoing competitive intelligence analysis, we constantly recommend on ways to optimize the client's affiliate program(s).
INFLUENCER MARKETING CAMPAIGN MANAGEMENT
In its prototypical form, an AM Navigator-managed influencer marketing campaign encompasses 7 phases:
1. Goal Setting
At this stage, collaboratively with the client, we align on the campaign's (i) primary objectives, (ii) desired influencer actions, and (iii) the metrics against which the performance of the campaign will be measured.
2. Goal-Influencer Matching
At the second phase, we decide on the influencers partnering with which will best-correspond to the objectives that the client has for the campaign. At this stage, we discuss the (i) platforms to focus on, as well as the influencers' optimal (ii) reach, and (iii) engagement rate(s).
3. Influencer Identification (and Scoring)
This phase is about prospecting for the right influencers, and analyzing their potential to determine which of them best correspond to the objectives of the influencer marketing campaign in question.
4. Influencer Outreach (and Onboarding)
Using all available communication means, AM Navigator then makes contact with the prospects, and works on getting them aboard the influencer marketing campaign. Besides tools, at this phase we also actively utilize our existing relationships as well as follow-ups.
5. Influencer Activation
An onboarded influencer who is inactive (i.e. not promoting the advertiser) is hardly different from a pure "prospect". Therefore, at the fifth stage of influencer campaign management, we take great pains to (a) empower, and (b) encourage the onboarded influencers to activate (clearly defining what constitutes "activation" and we offer in return).
6. Collaboration & Amplification
This step is very frequently-overlooked by influencer marketing managers. In part, it overlaps with the preceding one. Collaboration with influencers (on content creation, visual materials, etc) helps create the optimal and resonating brand messaging; while amplification of the influencer's efforts reinforces its effect.
At the seventh, and final, phase, we measure the output of the influencer marketing campaign looking back at the originally-set objectives and analyzing what the respective key performance indicators tell us about the campaign's performance. Detailed reporting is then provided to the client.
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