We had the opportunity to catch up with Lee-Ann Johnstone who took time from her busy schedule to answer our questions on a wide range of topics related to affiliate marketing. Lee-Ann is the co-founder of Affiliate Insider and has been in the affiliate marketing industry for over two decades.
In the interview she talks about her career, the growth of Affiliate Insider and what is in store in the upcoming affiliate conference AffiliateFEST. She advises affiliate marketers to “invest in your skills development” and describes how to go about it.
While she admits that she has “no crystal ball that can predict the future”, she is quite confident that “commercial acumen and personal touch” will remain the secret of success in this industry even amidst the advent of artificial intelligence, machine learning, smart analytics and all that.
Over to Lee-Ann now.
GAV: Let’s start with a few words about yourself. Our audience love to hear top-class professionals saying a few words about themselves.
Lee-Ann: I like long walks on the beach and sunsets? … Just kidding, I’ve been in the iGaming space for almost two decades and seen a lot of affiliates build businesses which is incredibly difficult to do alone. Having spent a lot of time building affiliate programmes and relationships I saw the gap to break out of the corporate world and make a difference helping others to grow their businesses with mentoring support, which isn’t readily available in the affiliate sector. This is why I’ve built Affiliate Insider – a company that can help support best practice, strategic growth, and skills development for affiliates and operators alike. I’m passionate about this Chanel and about what we do and I think it shows in the quality of the services we deliver to our clients, sponsors and delegates alike.
GAV: How did you choose affiliate marketing as a career? Is it deliberate or is there an interesting story behind that. About 20 years ago, it might not have been a popular choice.
Lee-Ann: It wasn’t a conscious choice back then as it was still an industry evolving. I learned everything I know today – on the job (as digital marketing was being created still, I was learning it as we went along) I just really loved it! I moved into online from a traditional offline marketing background and had a in depth online media buying background before moving over to affiliate relationship management and I guess it was the people aspect I loved the most. Finding ways to meet the end goal and revenue objective innovatively is what spurred me on to specialise in this channel and here we are almost two decades later and I’m still learning so much each day.
GAV: It’s been under 6 months since affiliateinsider.com was launched. The website offers all-round coverage of the affiliate industry. Is the growth so far in anticipated lines?
Lee-Ann: As we are still a new brand to market our growth rate has been well above expectations and this is due to the fact that our content team know this industry inside out, we live, breathe and consume everything about the affiliate marketing sector in the iGaming space each day. We manage clients affiliate programme, we create content that supports affiliate growth and we teach others the skills our team has amassed over two decades of being in the iGaming sector. Through this FREE for all knowledge share Affiliate Insider has built a solid reputation in a very short time as a thought leader and developer of best practice, strategies that impact revenue growth and events that deliver a depth of content found nowhere else. The combination of mentoring, training, content lead events and insight is what makes this business invaluable to the industry both affiliate and operator facing. Suppliers need to engage with our site too as it is here that they will engage new business leads for the products and services they deliver in this market place. We have a steady and loyal repeat readership growing on the site and in our newsletters who spend time on the site, and take time to read the content we are delivering which is offered with no paywall restrictions.
GAV: What about AffiliateFEST? What is special in this year’s event on September 19th? Who will benefit from attending the event?
Lee-Ann: All our Affiliate Bootcamps are special – but AffiliateFEST really is about helping affiliates growth hack their marketing and digital activities on site to increase their revenue. Today we just announced the Keynote for September’s event who is trailblazing influencer marketing as a new digital medium : Ben Jeffries (CEO of Influencer along with YouTube sensation Caspar Lee). This is the kind of content we focus on bringing to affiliates and operators in order to share the latest tangible insights and marketing techniques. This really is the core of what this conferences offer. Digital Marketing Insights that help affiliates get ahead of digital disruption within the iGaming industry offering them a competitive advantage to implement strategies and tactics to really row their revenue.
Each Bootcamp we run is unique and has a very specific subject or vertical focus – for example we have the Affiliate Insider America Track coming in April 2019 at Betting On sports America, and an exclusive African Business Retreat for those affiliates who want to expand their business and localise into the African Market as well as have a but of a retreat in South Africa alongside to take time out from working in their business to work ON it.
GAV: You have been in this industry for two decades. What’s your advice to people who are starting out on the affiliate industry? What does it take to become successful in the industry?
Lee-Ann: It’s a lot of hard work. You learn every day and you need to keep your knowledge base fresh. I consume an incredible amount of media around the subject of affiliate marketing, I also write a lot about it too from my own experiences which helps to upskill others. It takes determination and grit to be a good affiliate manager, as the skills set required to be a real good one is vast. My advise to anyone coming in to the industry is to invest in your skills development by finding experts you can learn from. This generally means finding people who have hands on experience for a few years longer than you in doing the job successfully.
There is no accredited School of Affiliate Marketing for the iGaming space. Therefore we have created The Affiliate Insider Training academy which offers a range of training options for both corporates and individuals to gain access to expert lead affiliate marketing strategies and for affiliates – a source of iGaming business mentoring that can help them advance their skills and work with like minded individuals to knowledge share and grow revenue in the affiliate space. Everything we do is about offering a high end in depth service with tactical content that can be implemented in any iGaming business for success.
GAV: Final question now. Could you provide your take on the evolution of affiliate marketing industry over the years? We have been hearing a lot about machine learning and all that. Will there be a time when robots take over affiliate marketing scene?
Lee-Ann: I think we are in for a big evolution in terms of how the affiliate model sits within the digital marketing mix. As one of the largest and most cost effective drivers of traffic the channel continues to evolve year on year and grow. AI is a big part of the reason why this is happening as we get smarter analytics and more regulated the opportunity for innovation continues to expand in this channel as well. The entire ecosystem will need to overhaul the value chain and how relationships interact in the affiliate model. We could see a move to differential pricing from traditional CPA and Revenue Share or Hybrid models based on tracking omni channels more accurately. There is no crystal ball that can predict the future but I can say that relationships will always require a commercial acumen and personal touch to really succeed and this is what we excel at delivering at Affiliate Insider as well.
Thanks for your time Lee-Ann, we really appreciate it, and all the best for the AffiliateFEST!!!
Blexr has been crowned Best Casino Affiliate at this year’s IGB Affiliate Awards
The IGB judges said the company’s innovative work with SEO “helped Blexr stand out as a winner, and we liked the deposit guarantee that they offer to their customers”.
The judges added: “Their selective way of working means Blexr only collaborates with top quality partners, which judges felt had helped contribute to their impressive growth over the last 12 months.”
IGB also mentioned how “Blexr’s charitable work within the community helped them stand out as an affiliate to be highly commended”.
Blexr is a lead generation company which operates in the iGaming, sportsbook and forex affiliate markets. It also owns the Home Grounds website, which serves a community of home baristas.
Ian Hills, Blexr’s general manager in Malta, said: “We’re delighted and thrilled to be recognised by IGB this way.
“We pride ourselves on recruiting smart people with innovative ideas and winning a prestigious award like this one is a lovely way for the whole team to be rewarded for their hard work and dedication.”
GiG Media reaches top 3 in EGR Power Affiliates Ranking
Gaming Innovation Group’s media affiliate business, GiG Media has been given industry recognition as one of the top three power affiliates within the gaming industry in this year’s Power Affiliate Ranking 2021.
The annual Power Affiliates list commends 25 of the most successful affiliate businesses in the global gambling industry and is referred to by EGR as “a comprehensive rundown of the biggest online gambling affiliates operating in the sector today.”
GiG Media grew from strength to strength in 2020, In December 2020 GiG Media realised an all-time high in monthly revenue and generated the 2nd highest monthly player intake over the past two years. The positive developments continued in the new year. In Q1 2021 GiG’s media business reached an all-time quarterly high in player intake and in revenue. In Q1 2021 player intake grew 56% YoY and 31% QoQ hitting an all-time high in players generated quarterly for GiG Media.
Jonas Warrer, CMO at GiG said: “ I am extremely proud that we have officially been named one of the top three Power Affiliates in this year’s EGR Power Affiliates Ranking, up nine places from last year! This is a strong testament to all the hard work and dedication the organisation has put into improving our websites, our campaigns, our IT, our content, our design, – just to name a few areas. I am happy to see that our focus on organic growth resulted in continuous improvements throughout 2020, with the aim of new all-time-highs to come throughout the rest of 2021.”
Bojoko crowned Affiliate of the Year at EGR Nordic Awards
Popular online casino listing site fends off stiff competition to take home the trophy at prestigious awards ceremony
The Bojoko team is celebrating once again after being named Affiliate of the Year at the prestigious EGR Nordic Awards 2021.
This is the second EGR award that Bojoko has taken home after being crowned Casino Affiliate of the Year at the hotly contested EGR Operator Awards 2020.
Bojoko fought off stiff competition from some of the biggest names in the affiliate industry including AskGamblers, Better Collective, Blexr, Catena Media and the Gambling.com Group.
EGR judges said it had been “another excellent year” for Bojoko and that its SEO performance and overall conversion “really shines”.
The EGR judges added: “A more unique idea than most affiliates with great growth and sustainability. A very clever and new type of affiliate that is showing great success. Well done!”
Bojoko allows online casino operators and game developers in the Nordics to create their own dedicated listing page and tell their story through their own words, images and videos.
Bojoko members, of which there are now 30,000+, then rate and review each casino and game and share their honest opinion about the experience they receive.
During the judging period Bojoko built out its team dedicated to the Nordics which led to a 10x increase in unique site visitors and a 25x increase in registered Finnish players.
Joonas Karhu, Chief Business Officer at Bojoko.com, said: “We will need to find more space for our trophies after scooping our second EGR award in as many months but seriously, the entire team is thrilled how have been recognised for our work in the Nordics.
“The Nordics remain a key focus for us and we see plenty of opportunity to drive growth from the region by providing players with our award-winning online casino listing product and service.
“Our mission from day one has been to help players quickly and easily select online casinos through transparency and community feedback and it is a concept that has proved to be hugely popular.
“I would like to thank the EGR judges for recognising our efforts and successes in the Nordics by crowning Bojoko Affiliate of the Year 2021.”
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