Vodafone Group Plc provides a full range of mobile telecommunications services, including voice and data communications
Mobile phone customers carry out a considerable amount of shopping around before making their purchase. Vodafone needs broad internet exposure in order to maximise sales. Affiliate marketing needs to be an integral part of their online acquisition strategy.
Campaign Objectives
• To provide sustainable growth through the affiliate channel.
• For affiliates to add value to the Vodafone Online Channel.
• To be able to run short term / long term incentives to increase volumes through the affiliate channel at key times in the year
Industry Issues
The nature of the customer decision process when purchasing a mobile phone means that customers are likely to do a considerable amount of research and “shopping around” before they make a purchase. This type of decision making process makes it necessary for Vodafone to have exposure in as many areas of the Internet as possible. This therefore makes affiliate marketing a vital channel to the success of Vodafone’s online marketing strategy.
Solution
• Implementation of a more advanced level tagging solution allowing for reporting on a per product basis. This provides more MI to both Vodafone and the Affiliates.
• Uniform commission rates to publishers allowing us to manage an effective CPA.
• Development of new, more compelling creative, covering more products to drive conversion rates upwards.
• Opportunities for the client to meet affiliates, so allowing for affiliates to make suggestions on program improvements and for Vodafone to give affiliates detailed information about the way in which Vodafone works.
• Regular meetings allowing dgm to work as a strategic partner and understand Vodafone’s online marketing objectives.
• Improved affiliate confidence in the programme resulting in an increase in the volume of sales through more MI and regular contact.
• Vodafone use dgm as their tactical partner to push certain products and services - e.g. SIM-only through selected affiliates when launching a new 500 free texts proposition.
• Trialling different commission structures and incentives in order to be able to increase volumes through the affiliate channel at key times of the year or as a short term process
Testimonial
“We have been working closely with dgm to not only increase sales but to improve the ROI for affiliates on this programme so that Vodafone becomes first choice for those affiliates wishing to promote in the mobile phone sector. dgm understand our business needs and enable us to work towards our business objectives for the online channel.”
Justine Goldstraw
Online Channel Developer
Vodafone UK
About dgm
dgm is a leading online advertising & marketing company pioneering and delivering cutting-edge solutions across digital media-marketing. We work with advertisers, agencies and media owners, to help them achieve their online marketing and e-business objectives - whether that’s more sales or leads, increased traffic, brand awareness or additional revenue.
Our heritage is in performance-based marketing. We believe that return, not spend is what really matters, and everything we do is designed to help you generate more return.
Vodafone Case Study - download as pdf
