Put yourself in the position of a fashion- or beauty-focused publisher CMO coming into the holiday season. What are the main points of your plan for the next four months?
Adam Weiss: Planning for fourth quarter requires an analysis of what worked and what didn’t in 2016 as well an understanding of the trends that have surfaced in 2017. Look at your data to understand the brands and products that resonated with your audience, their browsing habits while on-site, and a thorough analysis of conversions. These insights should be used to shape your plan for Q4 2017.
In my opinion, the best place to focus your efforts should be in providing a personalized message to your audience. According to eMarketer, 78% of US internet users said personally relevant content from brands increases their purchase intent. Utilize all the technology and tools at your disposal to ensure that your message resonates with consumers. For example, publishers who work with our network can tap into our Affiliate Consumer Graph to access real-time data and insights to make better content serving decisions. This data enables targeting of specific consumers based on their purchase history with our network. It is through this personalized exchange of information that helps drive commerce.
It’s also important to make sure that your mobile site is optimized both for speed and intuitive design. In analysis of publishers in our network, we found that publishers who had optimized their mobile site for speed had 10% more mobile clicks than those that were not optimized.
And lastly, from a tactical perspective, publishers should have all Q4 placement pricing finalized and distributed to all partners early in the quarter. Also, ensure your revenue-driving brands are given something different for the holiday season and consider offering top brands/retailers a special discount or customized package.
About
Adam Weiss, Rakuten
Adam Weiss is the General Manager & SVP for Rakuten Affiliate Network (formerly LinkShare), and is responsible for the P&L and strategic direction of the North American & European affiliate business. Adam has held multiple roles within Rakuten Affiliate Network, having joined the company in 2003. Prior to that time, he held publisher-facing positions at About.com and 24/7 Media.