Not long ago, were websites built with the sole purpose of complementing an ongoing offline business; and today we have millions of websites crowding the internet, relying only on their websites to expand their business.

So, it’s definitely not a surprise to me that online marketing has become an integral and important part of any business today. However, it’s extremely fascinating to know how the new, ‘so called’ innovative avenues for marketing on the internet are created and discovered each passing day. From the host of marketing and advertising techniques available today, one of the recent entrants and, in my opinion, a genuinely effective marketing strategy is ‘Clickable Videos’.

From the day Google started showing signs of evolving into an universal search engine by ranking maps, videos, images etc. along with webpages for search queries, it was very clear where the focus of marketing companies would shift to. Search Engine Marketing companies not only realized the huge business scope in services like Video optimization, Location Map optimization, Image Optimization etc but also realized how much of a handicap it would be if they don’t exploit these avenues, considering the competitive nature of their domain. The result – more services offered and a few actually effective ones like ‘clickable videos’.

Video Promotions and online marketing through videos

Currently, companies and businesses alike use the means of video sharing websites to promote/advertise their website using videos. Popular video sites like Youtube and Metacafe provide a platform for users to share video, but are very particular about the type of links that go out from their sites. All the links going out from these sites are ‘no follow’ (not identified by search engines) and hence do not add any SEO value to the referred website.In such a situation, in the past, the only conceivable way companies could come up with was to use links in the video description, to increase traffic to their desired website.  Thanks to the concept of clickable videos, we have more options today.

Although clickable videos provide the same theoretic effect as a link to the website in the video description, the beauty of the clickable videos lies in the way they connect and interact with the viewer. ‘Clickable Videos’ target the core motivation of the viewers, to become an effective marketing strategy. The people who browse for a video on a search engine or on a video site are not looking for the website or the user who has hosted it. They are only interested in viewing the video for which they have searched for. Clickable videos utilize exactly this motivation of the viewer to their benefit.

Explaining further; video searchers can be broadly classified under two categories – the ones who read video descriptions and the ones who don’t (I know that wasn’t rocket science). In most cases, users who read the description read it before watching the video and do not end up clicking on the link in it, because they are yet to watch the video (their main goal). Once they finish watching the video their focus is already shifted (to the video), decreasing the probability of them clicking on the link in the description, which was read few minutes/seconds ago. As far as users who do not read the description are concerned, they would simply watch the video and, shut the browser or move to another video, without paying much heed to the video description.

The beauty of clickable videos lie in the fact that they aim to grab the attention of the users when its most likely to; while watching the video. They bank on the psyche of the viewers to impulsively click on an available link, embedded in the video, when their interest level in the video is maximum. At such a point clicking on a video link which reads ‘Click here for similar videos’ or ‘See the full video here’ becomes an obvious choice for most people. The logic is simple and the result – a highly effective marketing strategy.

Today, the rate at which internet marketing is growing it would not be wrong to say that numerous services, like ‘Clickable Videos’ are being introduced day in and day out by various Internet Marketing Firms, just to add more numbers to their service portfolio. Not all of them help meet the goal of, promoting your website/business. What sets an effective strategy apart from an ineffective or a mediocre one is its potential to complement a user’s goal and objectives.

My advice – If videos form an integral part of your business or your business promotions, clickable videos might just prove to be the answer to your online marketing woes.

Google has made the next logical move after pay per click and pay per call. They have now introduced pay per action. This means that you pay not when someone clicks on your ad but when someone actually completes an action defined by the advertiser. Advertisers can choose to pay when a user makes a purchase, signs up for a newsletter, or completes any other clearly defined action that they choose.

This is very similar to the affiliate marketing model, where the merchant pays a publisher only when a defined action takes place.

As always Google has gone a step further to ensure that the cost per action is automatically worked out by their system. They’ve said that advertisers should have received more than 500 conversions through CPC or CPM campaigns in prior 30 days to be eligible to participate in this pay per action program. This means that they have enough data to calculate the best performing keywords, campaigns and cost per conversion that you’re incurring.

I may be wrong, I guess there may not be a huge change in the cost incurred by an advertiser if he chooses either pay per click or pay per action, all other factors remaining equal.

Dealing with clients is never easy – especially those who haven’t had any previous experience or knowledge of Affiliate Marketing. A few things I recommend are non-intuitive, and seem to go against accepted wisdom – but are essential to distinguish a mediocre campaign from a great one. What commission to pay is frequently an area which needs explaining.

Commissions aren’t everything. But when presented with a competitor campaign analysis, a client will point to his biggest competitor and insist on matching or bettering the commission he’s offering his affiliates. Obvious? Things aren’t as simple. Is a program that pays 15% comission necessarily more attractive than one that pays 13%? No.

What you really want for your client is a low cost per conversion – to sell as many items as is possible while paying out as little in commissions as is possible [1]. In that case, what you want to look at is the EPC, or earnings per 100 clicks [2]. The EPC for the affiliate is the cost per conversion (CPC) for the merchant.

We begin with an EPC value equal to or lower than, say, the client’s current EPC for his PPC (Adwords/Overture) program. Now we calculate what commission the client should offer:

EPC = (percentage of clicks that result in a sale) X (average value of a sale) X (commission) X 100

Now we know the EPC, the average value of an online sale (the client can tell you that, based on his past sales records). That leaves only the sales-to-click ratio to be estimated. This is where past experience is invaluable. I rely on past campaigns that I’ve run and use those as estimates (which turn out to be fairly accurate).

Now you know better than to rely on simply matching your competitor’s commissions – your client could be paying a lot more than he needs to for the same sales volume!

Notes:
[1] Note the difference – “as little in commissions” is a dollar term, while “percentage commissions” is a numerical term.

[2] Earnings for the affiliate, not the merchant!

- Rahul.

Rahul Gaitonde is an Affiliate Marketing consultant with Convonix Inc.

Any good affiliate marketer hits the Long Tail Dilemma of publishers fairly quickly. On the one hand are large publishers with lots of eyeballs which could get the merchant huge volumes of highly focused audiences. For instance, an India-centric Moto-enthusiast website such as http://www.xbhp.com/ would make a fantastic publisher for a motorcycle company such as Royal Enfield. These form the “head” of your publisher base – they number a few, but bring in substantial sale volumes individually. As an affiliate program manager, you will work with each individual large publisher to best position your merchant’s offerings on their web “real estate”. Here’s where you get real innovation, where magic with data feeds can be wrought, where true integration with content is possible.

However, affiliate program managers are also acutely aware that there’s tons of data being generated every single day on the web – and that every website, blog, service that comes online is more web real estate, and every new user is a potential affiliate. These form the “tail” of your publisher base. For an affiliate program to really scale (and scale tremendously), it must ride the wave of this data. As a program manager, you won’t chase and cut deals with each individual fish that jumps into the web pool. Today, you rely on publisher registrations on CJ, Shareasale, Linkshare and that minnow in the news lately, Performics. As the read-write web gathers mass, the tail is growing inexorably larger in comparison to the head.

The Dilemma, then, is this: you can’t offer the tail as much as you can offer the head. And reciprocally, the tail can’t perform acrobatics with your creatives and data feeds either. All your tail does today is slap banner or text ads on their blogs or home pages. That’s about the limit of adoption. Where’s the differentiation? Not only for your merchant, but also for you, the affiliate program manager? What value are you adding? If the only interaction with the tail is going to be making animated GIFs and catchy text ads, writing up a “Join our Affiliate Program” page on the merchant’s website, and registering on CJ et al (and waiting for the tail to sign up), the merchant will soon realize that the middleman isn’t adding any value, and will cut you out. He’d much rather do it himself.

What we’re seeing is the commoditization of the process of traditional affiliate marketing. The guys who’ll make the real bucks in the future are going to be those who’ll put easy-to-use tools in the hands of the tail. Or even better, make tools for affiliates that auto-deploy themselves. Who bring in the innovation that belongs in the head today into the tail. Amazon began the process way back with aStore, but that isn’t going far enough.

Hold it. Auto-deploy? Doesn’t that sound like Search Engine Marketing? Well, it does, in a way. From the publisher’s point of view, what’s the essential difference between AdSense and Affiliate marketing? With AdSense, the publisher has no control over what ads will be displayed in the AdSense code box that he/she slaps on his/her page, merely that they’ll be more or less relevant to the page content. With Affiliate marketing, the publisher chooses from a clutch of creatives provided by a merchant. Once you talk about auto-deploying merchant creatives in innovative, “head-like” ways, the line between them gets blurred. Several startups have caught on already. This comment on Sam Harrelson’s blog lists a few of the more interesting ones.

We’re at a fairly interesting juncture in the Affiliate Marketing market. The next big opportunity belongs to whoever will have the gumption to target the Long Tail, and do it in a way that goes far beyond the tired, banal banner-text-ad process that’s been perfected into a science. Watch this space!

- Rahul.

Rahul Gaitonde is an Affiliate Marketing consultant with Convonix Inc.

So Google’s decided to take the plunge and buy DoubleClick. And what’s more, along with the big bird, they also get Performics as part of the deal. Performics was a bit player in the affiliate marketing space until yesterday, but under the Google umbrella it transforms into a potential 800-pound gorilla. Understandably, the affiliate marketing corner of the blogosphere’s gone ballistic over it. Every affiliate consultant worth his/her salt has a take on it. There are two things which everyone seems to have missed. The less significant one first:

1.) The Goog doesn’t seem too enthusiastic about Performics. From the takeover FAQ:

Q. What will Google do with Performics?
A. Performics is part of DoubleClick, and we are acquiring it as part of the transaction. We have no plans to dispose of it at this time.

What is pay-per-action advertising?
Pay-per-action advertising is a new pricing model that allows advertisers to pay only when specific actions that they define are completed by a user on their site. Rather than paying for clicks or impressions, advertisers can choose to pay when a user makes a purchase, signs up for a newsletter, or completes any other clearly defined action that they choose. Pay-per-action ads are eligible to appear on publisher sites in the Google content network, and publishers can choose specific pay-per-action ads
that are relevant to their site to run in new ad units that they create.

- Rahul.

Along with PPC, affiliate marketing is fast becoming one of the more popular methods of promoting businesses online. An affiliate marketing program basically consists of an affiliate and a merchant. The affiliate displays the merchant’s banners and sends visitors to the merchant’s site. In return he is paid by the merchant for every sale that is generated through the visitors sent by him.

So is affiliate marketing a better option to PPC? Well, one of the biggest differences between PPC and affiliate marketing is the action that you pay for. While you pay for every click in the PPC model, in affiliate marketing one only pays for each conversion (sale or lead generated). Hence, the merchant only pays performing affiliates and never incurs a loss as such. In PPC he has to pay for every visitor, irrespective of the final conversions.

On the flip side, setting up an affiliate program is more complicated and takes longer. Further, one needs to continuously monitor their affiliates’ performances and watch for competitors who may try to woo the affiliates away by offering a better commission.

Both, PPC and affiliate marketing have their pros and cons… While PPC can be easier to set up and manage affiliate marketing, if managed well, can lead to much better return on investment.