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Training: Affiliate Marketing - London

Understand the principles of affiliate marketing and learn how to create, structure and implement an affiliate programme that adds genuine value to your organisation.

Training: Affiliate Marketing - London

You will learn to:

  • Understand the principles, benefits and pitfalls of affiliate marketing
  • Identify which types of affiliates are best for your business
  • Develop an effective affiliate marketing strategy
  • Measure and evaluate your affiliate marketing programme
  • Integrate affiliate marketing into your wider marketing activity

Greta Paa-Kerner, Marketing Consultant & Senior Lecturer, Ganduxer Consulting

Greta Paa-Kerner is a business practitioner with 20+ years of marketing experience. Her comprehensive career spans all aspects of marketing from strategy to implementation, B2B to B2C, online to offline and start-up to Fortune 100 companies. 

She is a tutor at the Institute of Direct & Digital Marketing (IDM) and specialises in digital strategy, digital marketing communications, and affiliate marketing. She is also a senior lecturer in higher education and a course director for the Chartered Institute of Marketing.

In addition, Greta works as an independent consultant through her company, Ganduxer Ltd. Working with agencies, small companies and multi-nationals, she helps organisations turn their ideas into action. 

Previously, Greta was the Managing Director of European Operations and Global Head of Marketing for an affiliate marketing agency. 

Programme: (1 day course)

What is online affiliate marketing?

  • The mechanics and ecosystem of affiliate marketing
  • Roles of merchants, the affiliate network, and the client
  • The benefits and drawbacks of affiliate marketing
  • What affiliate marketing can/can’t achieve
  • Where the channel derived from
  • Affiliate marketing in the UK vs. other countries

Planning a fully integrated affiliate marketing channel

  • Setting objectives, budgeting and devising an affiliate marketing strategy
  • Deciding how to manage an affiliate channel: an agency, network managed services, self-managed and/or OPMs
  • KPIs to consider
  • Working with one or more networks

Case Study Exercise

  • Looking at two companies’ data and evaluating their affiliate marketing channels

Making affiliate marketing work for you

  • Types of affiliates: technology (display, retargeting, pre-targeting, overlay), loyalty, discount, content, search
  • What affiliates are the best for your business
  • Protecting your brand online
  • Integrating affiliate programmes within your wider marketing strategy
  • What data am I monitoring; going global - what to consider

The latest innovations in affiliate marketing

  • New technologies and trends

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