Partner Spotlight: Button #24

Partner Spotlight: Button

As a leader in growth marketing, we are always asked about new tools or insights that will help our clients successfully, and efficiently, scale their affiliate revenue.

One huge growth area that we see is often overlooked is that of mobile experience within an effective partner marketing strategy.

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We hear that in many cases, mobile is considered its own channel within brand organizations, with teams built to support the design, marketing, and measurement of a brand’s mobile app.

Yet, we know that in reality, mobile doesn’t exist in a silo: mobile is not a separate channel, but a platform for customers to engage with your brand throughout the purchase funnel (which yes, includes affiliate & influencer marketing!).

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We sat down with Glenn Fishback, SVP of Sales and BD at Button, a leading mobile experience platform that specializes in AI-backed deep-linking and conversion optimization.

We asked him to share more about their technology and help us rethink the ways that mobile can fit into an evergreen affiliate marketing strategy.

Q: Tell us a little bit more about Button and how you’re helping brand marketers achieve stronger results from their affiliate programs.

A: Button offers a product called PostTap that helps marketers double the size of their influencer and affiliate programs.

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Q: Tell us a little bit more about the product and how you’re helping marketers achieve these incredible results?

A: Button launched a product called PostTap in 2020, which now drives billions in sales each year for many of the world’s largest marketers including Uber, Expedia, Sam’s Club, and many more leading marketers.

We pioneered a solution that determines where conversion breaks down and automatically routes traffic to higher converting destinations - whether those be different destinations like an app, a different type of link, or a different page altogether maximizing conversion and attribution.

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Q: How does that double conversion?

A: Simply. Mobile now makes up a majority of most major retailers’ and marketers’ traffic. Combine that with the fact that apps today without Button can’t reliably be a part of an affiliate program. And with apps a part of a program, marketers benefit from the fact that apps convert 3x higher than web. Voila, the perfect recipe for a program doubler.

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Q: Why should marketers care about mobile linking and tracking?

A: It enables you to:

• Create more seamless shopping experiences for your customers
• Gain valuable insights into consumer behavior
• Recoup lost revenue from untracked orders in app
• Drive net-new revenue and acquisition

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Q: Why does mobile play such an important role within influencer and affiliate marketing?

A: Apps drive 300% the conversion rate of mobile web shopping experiences

• Influencer traffic is almost all mobile and a majority of affiliate traffic is mobile
• You generate 3 more transactions for every visit if you integrate your app into your affiliate program
• It’s a new growth area that protects margin and yields profitable outcomes

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Q: How have companies seen benefits from using Button's PostTap product within affiliate programs?

A: Companies that have used Button's PostTap product within their influencer and affiliate programs have seen benefits such as:

• Increased profitability, growth in sales, and app installs – Uber was able to double its affiliate revenue by using PostTap.
• With Button’s PostTap product, one of the other benefits is that influencer and affiliate marketers are losing credit for a majority of the sales they’re driving - and we fix that.

This is as important as ever as time on mobile continues to increase in the US. We are headed for Americans averaging 5 hours per day on mobile.

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🔥 Conclusion

‍Influencer and Affiliate marketing in itself is a channel that fosters efficient growth, but ignoring a key part of the shopping experience- your brand’s mobile app- will limit you from reaching new heights - frankly it’s the easiest way to build growth in these programs.

Some brands can report significant traffic and revenue loss in their mobile conversions. Button’s PostTap could be a great insurance policy for capturing lost conversions in the mobile experience.

We are big believers in ensuring that the user experience (UX) is well-optimized to maximize the efficiency of your hard-working marketing efforts.

Button is a great option and aligns with our thesis the RBL Flywheel. It requires 1) your site experience is tested and well optimized, 2) third-party partners are raving about your brand (influencer affiliate and UGC), and 3) paid media is utilized to efficiently distribute that content.