Scott Allan

Scott Allan is Rakuten LinkShare’s senior vice president of marketing. He has more than 15 years experience in corporate and product marketing with an expertise in the performance marketing channel.

Experience

International E-Commerce Heating Up: Where To Go & What You Need To Know To Grow

Not so long ago in 2005, less than 50% of online users were located in developing markets. Fast-forward to today, and you’ll find that that number is estimated to reach 75% by the year 2015 (according to a recent Forrester study, Key Trends And Best Practices Selling Globally Via The Affiliate Channel). As an online […]

Performance

Removing Marketing Silos To Better Understand The Customer Journey

Take a look around any marketing department today, and you’re likely to find clusters of marketers responsible for various functions such as display, targeting, search, and the affiliate channel. On the one hand, this allows you to cultivate teams with deep expertise in their areas of specialization. On the other hand, it creates silos that […]

Experience

Managing The Migration To A New Affiliate Network

The topic of affiliate network migration is at the top of the agenda for a lot of advertisers these days. Whether a transition is driven by the urgency around the closing of the Google Affiliate Network, or you’ve bandied about the idea of switching networks for some time, moving to a new network requires thoughtful, […]

Experience

Countdown To Mother’s Day: A Four-Week Affiliate Marketing Plan

As the second biggest shopping season behind the winter holidays, more than $18 billion is spent annually on Mother’s Day gifts in the United States. Of that, 25 percent is attributed to purchases made online. This represents a steady increase over the years when you consider that in 2011, 21 percent of Mother’s Day purchases […]

Experience

Firefox & Blocking 3rd-Party Cookies: What It Means For Affiliate Marketing

There’s been quite a stir lately about a new release of Firefox due out this summer. Here’s the deal: a patch in version 22 is expected to automatically block third-party cookies by default. According to the latest reports, users who install this version of Firefox will no longer see targeted advertising unless they change their […]

Experience

Bloggers Take Heed: Affiliate Marketing Keeps You In The Driver’s Seat

Those of us who have been in the affiliate space for a while know that the industry is predicted to grow to $4.5 billion by 2016. Meanwhile, did you know that there continues to be a steady rise in the amount of active bloggers? According to Nielsen data, there are 6.7 million people publishing blogs […]

Experience

Affiliate Marketing & Transparency – A Clear Path To Success

For years, advertisers, publishers and networks in the affiliate industry have been talking about the need to increase transparency to avoid black hat tactics and fraudulent transactions. While talk of transparency can quickly divide a room, let’s be clear about what we mean in the context of the affiliate channel. Essentially, improving transparency in performance […]

Experience

Affiliate Marketing Trends For 2013

Earlier this year, Forrester estimated the affiliate marketing industry would grow to $4.5 billion by 2016. The key drivers for this growth are expected to be the affiliate channel’s ability to produce new-to-file customers, generate incremental customer acquisition, and attract consumers who spend more than the average online shopper. While all indicators point to marketers […]

Experience

Omni-Channel Retailing Isn’t Omni Without Affiliate Marketing

It would be impossible for marketers to ignore the buzz about omni-channel retailing. Given the opportunities it presents to increase average order value, there’s no surprise that omni-channel is top of mind for CMOs. As it continues to move from concept into everyday practice, let’s not forget about the role performance marketing plays in ensuring […]

Performance

Seven Best Practices For Black Friday & Cyber Monday

As the biggest shopping weekend of the year approaches, advertisers and publishers are gearing up for the Black Friday/Cyber Monday shopping bonanza. While affiliate marketing strategies should be firmly in place by now, there’s still time to tweak your content and promotions to make the most of the upcoming shopping season, which promises to be […]

Experience

Affiliate Marketing Down Under: Australia’s Untapped Opportunities

If you’re considering expanding your affiliate marketing program overseas, Australia is worth a closer look. There are several reasons why the continent presents new opportunities for the affiliate channel. In this article, we look at the drivers of the burgeoning economy down under and how affiliate marketers can make the most of the emerging opportunities […]

Experience

Q3 Isn’t Over Yet: 12 Strategies For Affiliate Marketing In September

It’s that time of year when the last remnants of summer are still lingering, though we’re not quite into the full swing of our holiday marketing efforts. Most advertisers and publishers are currently in the midst of Q4 planning. Meanwhile, many consumers are delaying bigger purchases until the holiday season. However, don’t let this seemingly […]

Experience

Mobile Commerce And The Future Of Affiliate Marketing

It’s hard to ignore all the talk about the potential of mobile commerce given the positive forecasts from industry analysts and researchers. Consider these compelling statistics: There will be 115.8 million smartphone users in the US by the end of 2012, and that number is expected to reach 176.3 million by 2015. (via eMarketer) 64 percent […]

Experience

Get Your Affiliate Marketing Program In Shape For Summer

It’s only natural to think of the end-of-year holidays as the biggest opportunities for your affiliate marketing efforts, but this doesn’t mean we should give short shrift to summer. Now it probably comes as no surprise that some of the biggest affiliate marketing opportunities for the summer can be found in travel- and airline-related sites. […]

Experience

7 Ways To Re-Energize Your Affiliate Marketing Program

Whether your affiliate marketing program has been outperforming each quarter, is stuck on autopilot or you’re just now starting to notice a decline in publisher activity, every advertiser can benefit from stepping back periodically and thinking about how to improve their overall efforts. You might be surprised that even the smallest changes can make a […]

Performance

Affiliate Marketing Opportunities Abound In Luxury Online Retail

We’ve recently seen some bold predictions for the continued growth of e-commerce and the rise in online spending on luxury items. The latest forecasts estimate the overall e-commerce market will reach nearly $300 billion by 2015, according to industry analysts Forrester Research. Meanwhile, Verdict Research claims there will be a 65 percent increase in spending on luxury […]

Performance

Heard Through the Grapevine: Lessons from Wine.com’s Performance Marketing Success

Sustaining a leadership position in a competitive online marketplace can be a challenge, especially with new entrants, fickle customers and diverse sales channels entering into the picture. There are, of course, a wide range of marketing channels to choose from and marketing managers need to use their budgets wisely. One example of a company that’s […]

Experience

5 Ways Affiliates Can Use Valentine’s Day Strategies To Boost Mother’s Day Sales

It’s still too early to tell, but all signs point to the fact that Valentine’s Day presented another lucrative holiday season for affiliates. Leading up to February 14, the National Retail Federation (NRF) estimated that the average man would spend close to double his female counterpart on Valentine’s Day. Those numbers break down to $126.03 […]

Experience

Let Affiliates Pave The Way Into New Markets

When the book “The World is Flat” first hit the bookstands back in 2005, many who read it came to have a better understanding of what it means to run a business in the global economy. Regardless of your view of the book, it did prompt us marketers to look more carefully and closely at the […]