INSIGHT
and understand web design, advertising,
future trends and technology.
Digital progression is seeing massive
changes to web design on an almost daily
basis. Optimising for mobile and voice search
and improving the conversion rate are all
tasks for the affiliate to be aware of. UX
should be a top priority: in such a saturated
market users can go elsewhere with the
touch of a button. Simply moving a CTA or
changing a button can make a huge difference
to the number of users that actually follows
through to the partner operator.
AI is also a hot button trend for affiliates
to be aware of. This tech is growing at an
exponential rate and needs to be considered
for future inclusion into the way their
businesses and services function. Although
AI is not fully realised and integrated yet,
those who are early adopters will likely reap
the rewards.
Exactly how do affi liates pick
operators?
Some of the main metrics that affiliates
mentioned they look for when working
with a new operator are reputation, quality
and professionalism (see Figure 2). This
is why there’s such a massive need for
affiliate management training, because
one poor manager can destroy the
reputation of the brand.
Word travels fast from affiliate to affiliate
— a few sharp words from one could undo
years of growth on an affiliate programme.
Therefore, it’s absolutely essential that each
affiliate manager is fully trained in their
craft. Of course, they shouldn’t just roll over
and agree to any terms the affiliate desires,
but they should have their finger on the
pulse at all times.
Lifelong learning and education are the
friends of the affiliate manager. If they rest
on their laurels or don’t treat affiliates well,
they can be orchestrating the end of their
own programme.
In conclusion, the market has never been
tougher for affiliates, but there are also
a lot of opportunities for those who are
savvy. The affiliate who effectively manages
their SEO, UX and advertising to grow a
unique brand can eventually be in a position
of power over the operator, or better yet
become an operator themselves.
There are many opportunities out there
and igaming affiliates needn’t worry about
becoming redundant. For the moment the
onus appears to be on affiliate managers
and operators to improve their relationships
and working practices in order to push
themselves further, while educating and
innovating to continue growth.
With almost two decades of
digital marketing and affi liate
experience within retail,
payments and various igaming
brands, LEE-ANN JOHNSTONE
has a wealth of expertise as an
award-winning digital marketing
expert and business mentor.
In 2015 she curated and developed
Affi liateFEST and has now
founded Best Odds Marketing
(www.bestoddsmarketing.com)
a digital marketing consultancy,
training, event management and
business coaching agency supporting
igaming businesses.
NOVEMBEr 14-15, 2017
CONVENE, NEW YOrK, NY
WWW.SPOrTSBETTINGUSACONFErENCE.COM
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