The fifth guest lecture was about the company Zanox. Meral explained first what affiate marketing is, because this was useful to know before she explained what the company Zanox does.

What is affiliate marketing?
To know what affiliate marketing is, is it important to know the difference between a publisher and a advertiser. A publisher is a website, e-mail or Facebook page which is promoting different products and don’t offer it (e.g. Ticketspy, Zoover or Tripadvisor). An advertiser is a webshop that offers products and where the consumer pays his/her product (e.g. Zalando, Expedia or Hotels.com). So, a publisher is only publishing and a advertiser is also selling. Meral mentioned: “An advertiser will always promote their products everywhere, that’s how you can notice an advertiser as well”.

 

Definition affiliate marketing: “A way for a company to sell its products by signing up individuals or companies ("affiliates") who market the company's products for a commission”(Entrepeneur,2015). For example a consumer visits a affiliate website (e.g. Tickets.nl), the consumer clicks on a link or banner, the consumer will then be directed to the web shop and will buy a product and the affiliate will receive a commission fee when consumer bought a product.
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Publishers are sometime making use of the AIDA model. For affiliate marketing are the desire and action fase the most important. The different fases of this model are:
Awareness: rich media and bloggers.
Interest: with bloggers.
Desire : content publishers (e.g. Ticketspy), comparison publishers (e.g. a comparison website) and user generated content (e.g Tripadvisor).
Action: Voucher codes and Cash back publishers (e.g. Kortingscode.nl and Quidco.com). Cash back publisher are very popular in the UK already, and I think this will also be popular in the Netherlands within a few years.

 

The AIDA model can also be used for the different earnings models
Awareness: CPM (cost per mile).
Interest: CPM (cost per mile) and fixed fees.
Desire: - eCPC (effective cost per click) is important for publishers, if the eCPC price is 0.20 so with every click on the website of the customer is the publisher making money. They are using this in cooperation with advertisers.
- CPC (cost per click)
- CPS (Cost per sale) / CPL (cost per lead) (for each lead get publisher paid)
Action : CPS (Cost per sale)

 

What is Zanox doing?
The company Zanox (the Netherlands) is located in Amsterdam and established in 2006. The company is working together with more than 30.000 publishers and more than 600 advertisers. “Zanox is actually the kind of Matchmaker between the publisher and the advertiser to generate leads and sales”. Big companies such as Centerparcs, Expedia hire Zanox to do the affiliate marketing. Because it’s easier and Zanox can help them. Zanox can earn money because they have contracts with the advertisers. But Zanox holds also local travel events in the Netherlands & the zanox Expert Day annually.

 

I think it’s quite smart what the company Zanox is doing and companies who can afford it, can hire  the company to do the affiliate marketing and this will save a lot of time. Furthermore, it’s also useful for travel companies to use affiliate marketing and when they can afford it, can they hire the company Zanox as well.