The partnership empirically demonstrates e-commerce revenue increases and the effectiveness of social media
Santa Cruz, CA – February 14, 2012: AffiliateTraction, a full-service performance marketing agency, has partnered with Impact Radius, a performance marketing technology provider, to successfully generate incremental e-commerce sales for its clients via social media promotions. In collaboration with Impact Radius, AffiliateTraction now offers clients an innovative and effective solution for managing performance-based social media campaigns. Through the program, AffiliateTraction clients such as MattelShop.com gain added exposure on popular social media sites with incremental revenue benefits over and above traditional performance marketing promotions.
Social media has garnered much interest and attention in affiliate marketing, but agencies have not successfully incorporated and tracked performance objectives into client affiliate programs. Instead of citing sales revenue as the key metric for measuring a campaign’s effectiveness, social media is instead positioned in the marketing mix for awareness building. Other performance marketing channels, (i.e. affiliate and paid-search) clearly state revenue results and, typically, secure a significant piece of a brand’s marketing budget. AffiliateTraction, in partnership with Impact Radius, set out to show social media’s viability within the performance channel.
“For many e-commerce brands, the economics and structure of performance marketing is ideal. Our goal is to keep the best components of performance while expanding our clients’ presence and reach,” states Greg Shepard, AffiliateTraction’s President and CEO. “It’s rewarding to see the lift in sales and know it’s entirely incremental.”
“There are a lot of services that specialize in social media management. Not a lot of those services focus on the same metrics or results as performance marketing. That’s probably because they can’t effectively track results.” Shepard adds, “Impact Radius found a way to leverage social using the same performance requirements as our clients’ affiliate programs. We’ve tracked sales through consumer texting, instant message and even phone calls. Our success with social is very exciting because it adds consumer offer distribution channels that we can track to the performance marketing arena.”
The initial results of the social media promotions reveal a genuine growth opportunity for AffiliateTraction’s e-commerce clients. Prospective customers of MattelShop.com responded to special deals available exclusively on social networks such as Facebook and Twitter.
“Because of our relationship with Impact Radius,” Shepard says, “we properly attributed each order generated by these social marketing campaigns.” Capturing every sale is of critical importance. The cornerstone of every performance marketing campaign is the ability to report response all the way through to the purchase.
Per Pettersen, CEO and co-founder of Impact Radius, “Together we’ve proven that social media is a real option for direct response campaigns.” Leading brands can offer a special or discount and watch as friends recommend it to friends through their social networks. Pettersen continues, “The e-commerce brands don’t have to fear the expense typically associated with a coupon going viral. Our technology provides specific controls that safeguard against those added costs.”
Every CMO sees the growth in social media and is looking for ways to leverage that traffic. The hesitancy to act comes from wondering if their campaign will positively translate to the bottom line. Shepard says, “AffiliateTraction’s clients have their answer, and it is yes.”
AffiliateTraction is a full-service performance marketing agency. For over ten years, AffiliateTraction has continued to initiate, manage, and grow affiliate marketing campaigns for top internet retailers and brand equity firms. AffiliateTraction works with medium to large companies to establish a presence in the affiliate marketing channel by offering a comprehensive solution for their affiliate marketing efforts.
About Impact Radius
Impact Radius is a Software-as-a-Service (SaaS) and technology provider offering advertisers and agencies a fully integrated performance-marketing suite. The company was founded in 2008 by performance-marketing industry veterans and is headquartered in Santa Barbara, California, USA with operations in London, United Kingdom. To learn more about Impact Radius’ products and services visit: http://www.impactradius.com.
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