Elephant tries integrated affiliate programme

Car insurer Elephant.co.uk, part of the Admiral Group, has launched an affiliate marketing programme that integrates its online ads with its call centre.

The new campaign is being run through AffiliateFuture which claims the link between the Web and its call centre is a first for the affiliate marketing sector. It should address a difficulty in establishing the effectiveness of affiliate ads, with many customers starting online but preferring to clarify policy terms with a person on the phone.

Potential new customers who click through to elephant.co.uk via an affiliate ad will be tracked through to the end of the sales process, whether that happens online or through the call centre, via an individual code. On completion a commission is paid to the affiliate concerned.

If successful, the scheme could be extended to other Admiral Group insurance brands, such as Admiral, Diamond and Confused.com.