Mobile App’s and Affiliate Marketing
Over the last couple of weeks we’ve seen the launch of a number of new mobile applications for retailers, Oasis being one who falls short of transactional payment via the application to Net A Porter who go the whole hog; big respect for them.
According to e-consultancy its a decent app too that’s been specifically designed for the iPhone.
So how can Affiliate Marketing get a slice of the pie here? As we’re talking about a Mobile Application rather than a browser enhanced experience it could be difficult unless retailers opt for the simple CPA on download and tag shoppers to that download for a period of say 180 days or more.
In my mind though, the biggest opportunity here is the ability for affiliates to build 3rd party mobile applications and push data or products to consumers directly from a range of retailers. This certainly is not beyond the reach of many nimble and technically minded affiliates out there right now, however we fall down with the networks and retailers ability to track such sales through performance marketing.
Hopefully we’re on the verge of an announcement that some networks have ploughed some money into such innovation and R&D from some of the cash piles earned from affiliate brand, cashback and voucher code activity into something more sustainable and exciting. Who will it be? or will we see a Start-up steal the thunder?
Interesting topic Woody and something that I think will continue to grow.
We’ve seen a slowing down in the number of new affiliates and the amount of innovation from affiliates in the last few years. One factor that I think contributes to this is the fact that the modern day online entrepreneur is focussing on app development and the like rather than creating affiliate sites as they may have done a few years ago.
There does seem to be an increasing move from merchants to play in this field, the announcement from Tesco last week being an example.
However, as you quite rightly say, the big challenge for the affiliate marketing industry is how to track and therefore monetise this activity. It would seem to make sense to all parties to pay app developers on a CPA basis but standard affiliate tracking wouldn’t be able to handle that.
Hopefully some of the affiliate networks will be looking into possibilities…
Good point Matt - There is undoubtedly more competition for entrepreneurs time now than in the early days of Affiliate Marketing when frankly it was easier to make a quick buck due to the way programmes were structured and the fact networks were more lenient in terms of how traffic was generated.
Today, outside of the niches it requires more substantial investment and this will only intensify in the coming months as merchants continue to look for value add.
Mobile & Affiliate Marketing does have such great potential but only when traffic can be monetised! - bit of a catch 22 methinks!
“In my mind though, the biggest opportunity here is the ability for affiliates to build 3rd party mobile applications and push data or products to consumers directly from a range of retailers.”
I have considered doing this but as you say the tricky part is the tracking. It looks to me like It would have to be a custom tracking platform. That would require a large investment in technology (and promotion to retailers) but it is technically possible.
Of course the risk is that after all the cash investment and hard work put in, Apple reject it when you submit to the App Store. Who knows, they may well be planning their own ‘iShop’.
Interesting post Matt.
One thing affilinet will be launching very shortly is an iPhone app for affiliates. This will enable a great deal of functionality from an iPhone.
Still some distance to go in terms of tracking mobile devices etc but a start in the right direction for merging mobile and online technology in the affiliate space.