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Website Profit Website Profit Erfolg mit Partnerprogrammen: Mehrwert und Geldquelle für die eigene Website center.de - marketing - www.affiliate ADENION NetSeller Der ADENION NetSeller „Website Profit“ ist urheberrechtlich geschützt. © Copyright 2002, 2005 ADENION GmbH. Alle Rechte vorbehalten. Autoren: Melanie Tamblé, Andreas Winkler Herausgeber: ADENION GmbH, Grevenbroich, Germany Diese Publikation darf weder ganz oder in Teilen auf irgendeine Form vervielfältigt oder reproduziert werden. Dies gilt auch für das Speichern oder die Weiterleitung auf Datenträger oder andere Speichermedien. Abdruckgenehmigungen beim Herausgeber: ADENION GmbH Merkatorstrasse 2 41515 Grevenbroich Fon: 02181/7569-140 Fax: 02181/7569-199 E-Mail: [email protected] 1. Auflage, Februar 2002 2. überarbeitete und aktualisierte Auflage, Februar 2005 Die Informationen dieses Buches wurden sorgfältig recherchiert und aufbereitet. Es können keinerlei Garantien für die Richtigkeit der Informationen gegeben werden. Weder die Autoren noch der Her- ausgeber übernehmen irgendwelche Haftungen für Fehler, Auslassungen oder anderweitige Auslegun- gen der dargestellten Themen und Sachverhalte. Aussagen und Darstellungen über Zahlen, Kosten, Konditionen oder Leistungen von Drittanbietern basieren auf Informationen und Angaben zum Zeitpunkt der Erstellung dieses Leitfadens. Es kann keine Garantie für die Richtigkeit dieser Informationen gemacht werden. Sie unterliegen ausschließ- lich den Geschäftsbestimmungen und Rechten der jeweiligen Unternehmen. Alle in diesem Buch erwähnten Domainnamen, Firmennamen oder Produktnamen unterliegen den markenrechtlichen Bestimmungen der jeweiligen Unternehmen oder Inhaber. © 2002, 2005 ADENION GmbH, alle Rechte vorbehalten. 2 ADENION NetSeller Website Profit Ein Praxisleitfaden für Affiliate Partner Inhaltsübersicht Website Profit ........................................................................................................................................ 3 1 Einleitung ................................................................................................................................... 8 2 Was sind Partnerprogramme? .................................................................................................... 10 2.1 Was macht Partnerprogramme so erfolgreich?................................................................. 11 2.2 Affiliate Marketing - ein elektronisches Joint Venture..................................................... 11 2.3 Was macht Partnerprogramme so reizvoll für den Partner? .............................................. 12 2.4 Wie funktioniert die Teilnahme an einem Partnerprogramm?........................................... 15 2.4.1 Worauf sollte man bei der Teilnahme an einem Partnerprogramm achten? ....................... 15 2.5 Welche Vorteile bieten Partnerprogramme? .................................................................... 16 2.5.1 Vorteile für den Partner (Affiliate) .................................................................................. 16 2.5.2 Vorteile für den Programmanbieter (Merchant) ............................................................... 16 3 Wie funktioniert ein Partnerprogramm? ..................................................................................... 17 3.1 Verschiedene Formen von Partnerprogrammen ............................................................... 17 3.1.1 Pay-Per-Click: Vergütung für Klicks............................................................................... 17 3.1.2 Pay-Per-Lead: Vergütung für Kontakte (Interessenten).................................................... 17 3.1.3 Pay-Per-Sale: umsatzabhängige Vergütung pro Verkauf ................................................. 18 3.1.4 Pay-Per-Email: Vergütung für Email-Adressen ............................................................... 18 3.1.5 Pay-Per-View: Vergütung für Impressions/Adviews........................................................ 18 3.1.6 Pay-Per-Period: Vergütung für einen Abrechnungszeitraum ............................................ 18 3.1.7 Lifetime Provision – Wiederkehrende Umsatzbeteiligung................................................ 18 3.2 Mehrstufige Partnerprogramme....................................................................................... 19 3.3 Verdienstmöglichkeiten für Partner ................................................................................. 19 3.3.1 Provisionszahlungen erfolgreicher Partnerprogramme ..................................................... 22 © 2002, 2005 ADENION GmbH, alle Rechte vorbehalten. 3 ADENION NetSeller 4 Affiliate Geschäftsmodelle ........................................................................................................ 24 4.1 Content Websites............................................................................................................ 24 4.1.1 Beispiel: Die Informationsplattform ECIN.de.................................................................. 24 4.1.2 Beispiel: Das Reise-Magazin „Fliegen & Sparen“ ........................................................... 26 4.1.3 Beispiel: Das Sportmagazin Athletes Daily ..................................................................... 27 4.2 Cross-Selling und UpSelling Strategien für E-Commerce Anbieter.................................. 28 4.2.1 Beispiel: Art.com und Kozyhome ................................................................................... 28 4.2.2 Affiliate Marketing als Exit-Strategie.............................................................................. 29 4.3 Affiliate Marketing als Nischenmarketing für Spartenanbieter ......................................... 30 4.3.1 Beispiel Amazon.de: Deeplinks, Themenbanner und Spartenshops .................................. 30 4.3.2 Beispiel TRAVELAN: ThemenShops und Deeplinks ...................................................... 33 4.4 Affiliate Marketing für Non Profit Organisationen........................................................... 35 4.5 Suchmaschinen und Portale ............................................................................................ 37 4.5.1 Beispiel QualiGo.de........................................................................................................ 37 4.5.2 Portale als Affiliate Partner ............................................................................................. 38 4.5.3 Beispiel: Google AdSense............................................................................................... 38 4.6 Marktplätze und Portale als Mega-Affiliates.................................................................... 39 4.6.1 Beispiel: Idealo.de .......................................................................................................... 39 4.7 Exkurs: Nischen-Websites - wie man sein Hobby zu Geld macht.................................... 40 5 Funktionsweise eines Partnerprogramms (Technischer Exkurs) .................................................. 42 5.1 Das technische Funktionsprinzip..................................................................................... 42 5.2 Wie Tracking-Methoden funktionieren............................................................................ 43 5.2.1 URL Tracking ................................................................................................................ 43 5.2.2 Pixel Tracking ................................................................................................................ 43 5.2.3 Cookie Tracking............................................................................................................. 44 5.2.4 Session Tracking ............................................................................................................ 46 5.2.5 Site-in-Site Technologien................................................................................................ 46 5.2.6 Datenbank-Tracking ....................................................................................................... 47 6 Wo findet man die richtigen Partnerprogramme?........................................................................ 49 6.1 Partnerprogrammverzeichnisse ....................................................................................... 49 6.2 Affiliate Networks Provider (Partnerprogramm-Netzwerke) ............................................ 49 6.3 Eigene Recherche........................................................................................................... 49 © 2002, 2005 ADENION GmbH, alle Rechte vorbehalten. 4 ADENION NetSeller 7 Was Sie bei der Teilnahme an einem Partnerprogramm beachten sollten .................................... 50 7.1 Welche Kriterien sollte ein gutes Partnerprogramm erfüllen?........................................... 50 7.1.1 Individuelle Link-Möglichkeiten und professionelle Technologien .................................. 50 7.1.2 Informationen und Transparenz schaffen Vertrauen......................................................... 51 7.2 Checkliste für die Auswahl eines Partnerprogramms ....................................................... 52 8 Planung einer erfolgreichen Affiliate Marketing Strategie .......................................................... 54 8.1 Analysieren Sie Ihren Markt und Ihre Zielgruppe ............................................................ 54 8.2 Wählen Sie Produkte, die sich gut im Internet verkaufen lassen ....................................... 55 8.2.1 Was wird online gekauft?...............................................................................................
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