Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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Missing Blog Posts

So as some regular readers of my blog will have noticed I haven’t posted any articles recently.  Firstly I would like to apologise, this isn’t because I have lost interest but due to the fact that I have recently changed roles and endure a daily 2 hour commute each way.

So what am I doing now?

Having made my career progress at DSGi taking over all Online Marketing, Design and Content for Currys, Dixons and PC World,  I dBest Buy Logoecided it was time to seek a new challenge.  Thankfully plenty of offers were on the table and I was lucky enough to choose from some fantastic opportunities.   I decided to opt for remaining in Consumer Electronics retailing but try my hand at delivering my experience within a start-up.  The opportunity at Best Buy (as reported in NMA) allowed me to set up a department and functions from scratch.

Carphone Warehouse Store Front

Whilst Best Buy aren’t your traditional start-up (part of the World’s largest Consumer Electronics Retailer) it does mean you get involved in absolutely everything.  Formulating strategy, developing plans and ensuring buy-out throughout the entire organisation.   Add in the Carphone Warehouse (who I am supprting on a consultancy basis)  element and you get an organisation of amazing scale and opportunity.

 

 

Back to tradition

In addition to truly formulating the online marketing approach I am also, driving the overall brand and comms strategy, everything from brand architecture and positioning through to developing a fully integrated comms strategy.  All this in conjunction with the Head of Marcomms, allowing us to really plan from a joined up foundation from day one.  A really refreshing approach and one that has to be the way forward.  The main obstacle blocking generally preventing this from happenning is the fact that many online marketers don’t have experience in branding or ATL comms.  Luckily my experience at both Reuters and Nationwide is helping me lead and define the approach

More to come

Whilst I can’t promise to be as active as I once was on this blog, I will start to try and produce more articles again.  Thanks to everybody for reading and thanks for the positive and constructive feedback both through the comments on the blog and via e-mail.  Also look out for updates on Best Buy as we get closer to our 2010 UK launch.

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Affiliates – One Network or more

More the Merrier?

One of the questions I am regularly asked is “Should merchants partner with more than one network?”  I have been on both sides of the fence.  At Nationwide I ran with both single and multiple networks at different times.  For the majority of DSG brands we run exclusively with Affiliate Window

Competition and Loyalty

A common argument for running more then one programme is:

The networks are just virtual sales forces.  Surely an element of competition will improve performance as the networks try to beat their rivals.

On the face of it, that is a sound argument.  In certain circumstances that is true.  However wherever there is competition, there are generally winners and losers.  Whilst in the initial stages, competition is rife, often the losers motivation deteriorates.  This results in more work for the merchants and less focus on those affiliates.

In addition, some affiliates do have preferences with certain networks.  This could be down to personal relationships or the technology the network provides.  Whilst very few affiliates do work exclusively with one network, they often prioritise merchants based on the network they are with.

So do merchants on exclusive agreements miss out?

Management

Merchants on single affiliate networks benefit from a number of efficiencies.  The de-duping becomes less of an issue.  You don’t have to worry about double paying through affiliates or integrating two tracking technologies.

Processing of payments, affiliate approval and communication is streamlined.  The main benefit is the fact that relationship building with the networks become easier and more focussed.  In turn the network can talk in much more depth about your programme and sell the benefits to affiliates.

Affiliate Choice

So does one network reduce affiliate choice?  Well in one sense yes, if an affiliate really wants to work with Currys for instance, then there would only be one network.  However it does make choice easier for the affiliates and they know exactly who they need to speak with  in order to resolve issues or to negotiate incentives and optimisation.

Decision

The end game has to be based on your objectives.  If you are meeting your KPIs with one network do you need the additional work of two networks?  There is not one single answer, different approaches work for different brands with different objectives.  For me Affiliate Window offer great technology for retailers and affiliates alike.  For that reason sole networks could be the way forward.