Here at AP our Publisher Development Team work hard to develop and create valuable partnerships with brands, that help to add diversity to their programme, spread risk, increase brand awareness and ultimately ROI. In an exciting new series on our blog our Senior Publisher Development Manager, Viviana Viale will be shining the light on Publishers from across the UK market. This month Viviana chatted to Marc Vallverdu, MD at Global Savings Group, about his role, their offering to brands and how they drive incremental revenue. Find out more below…
1: What does your role involve at Global Savings Group?
A bit of everything really! In general, the role of the MD is to focus on the highest priorities for the business and the team at any given time. Having launched just 2 years ago, I have had to shift my focus from more operational tasks back when we were only 4 people in the UK team to more planning and strategy definition now that we are over 30 people.
I would say that about 70% of my time is now spent on team topics (hiring and developing our existing team) and the rest is somehow divided between client management and other operational tasks.
2: Global Savings Group launched in the UK in 2017, what would you say has been the biggest challenge so far?
The biggest challenge has been entering a very mature and developed market, with very professional publishers that have developed great relationships with networks and advertisers. Earning trust as a new player has been hard but our performance, together with the partnership with the DailyMail, has allowed us to get much closer to advertisers and networks in the past few months.
At an operational level, growing a team from 3 to 30 people in less than 2 years has also been quite tricky, but I believe we have managed to build one of the strongest teams in the industry!
3: Global Savings Group has recently been interviewed about how you can generate incremental revenue for brands. Can you tell me a bit more about it? What are you doing differently from other voucher code sites?
We define incremental revenue in two ways:
- Customers that would not otherwise have converted without our assistance in the journey
- Customer behaviour change, encouraging the user to spend more than initially intended
The key pillar of our business is “connecting commerce to content”; through our content sites, influencer actions, and media partnerships we tap into new customers not already interacting with brands and make sure that they get the extra push to convert on an advertiser page. These allow us to, not only address the “typical voucher users”, but also reach other demographics that wouldn’t normally use a voucher site.
4: What do you think will be the next big trend in affiliate marketing?
We believe that personalisation is going to play a key role in the next few years, as advertisers are increasingly looking at targeting specific demographics and subsets of their current users. We are therefore investing heavily in solutions to give advertisers more options in this area. For example, our dynamic coupons are a great way for us to serve highly targeted content to each of our users and to greatly increase the ROI for advertisers.
5: What top three sites can you be found browsing during lunch?
I try to ditch my laptop during lunch but somehow still end up spending some time online on my phone: I guess the top one would be Instagram (I’m a big fan of photography), followed by a mix of different tech news sites that I get via email (cbinsights, inside.com and launch ticker, among others)
6: Finally, what’s your favourite holiday destination and why?
Ok, that’s a really hard one! I think my favourite trip so far has been to Vietnam – I loved how you can see a completely different scenery depending on where you are in the country; mountains in Sapa, beaches in the east, lagoons, rivers, Halong bay… just amazing!
If you would like to find out more about our AP Publisher Development Team or would like to take part in our Publisher Spotlight series please get in touch with our Publisher Development Team today.
If you would like to find out how our team of affiliate marketing experts can help grow your affiliate programme, get in touch with our sales team.