DoubleClick Performics Embarks on a Multi-Faceted Research Initiative to Provide Insight on Consumer Engagement with Online PromotionsFebruary 25, 2008CHICAGO - DoubleClick Performics, the performance marketing division of DoubleClick Inc., today announced results of a semi-annual survey of affiliate publishers. As a complement to in-depth, multi-faceted research DoubleClick Performics currently has in the field, a section of the semi-annual publisher survey was devoted to garnering publisher feedback regarding advertiser promotions.
“Understanding the relationship between advertiser promotions and affiliate publishers’ capability and desire to harness the power of those promotions is key to success in affiliate marketing,” said Chris Henger, vice president of affiliate marketing at DoubleClick Performics. “Our survey takes the publishers’ pulse; strong promotional offers motivate affiliates to promote advertisers, as well as take notice of lesser known brands.”
Data from DoubleClick Performics’ survey of 784 affiliate publishers revealed:
- Fifty-three percent of affiliate publishers expressed the most interest in “free shipping” promotions, followed by “exclusive affiliate channel offers” (48 percent)
- Long-running offers are preferred by 31 percent of affiliate publishers, followed by 28 percent preferring new offers weekly
- A majority of affiliate publishers (58 percent) prefer one week advanced notice for communications on upcoming short-term advertiser offers
- Expiring offers are preferred by 48 percent (“agree” or “strongly agree”) of affiliate publishers
“Publishers and advertisers with strong relationships and effective promotions are one piece of the puzzle, but it’s also essential to understand consumer behaviors and reactions to promotions,” said Henger. “This is why DoubleClick Performics is currently conducting research ranging from consumer focus groups, ethnographies, usability testing, and surveys; we are committed to providing research that’s valuable from all vantage points for the affiliate marketing industry. “
Initial findings from recently conducted consumer focus groups include:
- “Dollar-off” types of offers are cited by consumers as most likely to “motivate” a purchase
- Consumers view online promotions and online shopping as providing an element of control
- Many consumers report that they like free shipping, but if they want a product, they do not mind paying a “reasonable” shipping fee
The initial results will be confirmed by additional research currently underway, to be released in the spring. Please contact DoubleClick Performics for further results.
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