Publisher spotlight: Going global

Blog_Hero_Best practice for running global affiliate programmes

 

eCommerce is truly global. Your customers may not be located where your team are, so it’s important to work with affiliates across the globe who can reach your audience.

Our Senior Publisher Development Manager Viviana Viale spoke to three global affiliates who can help grow your brands’ reach at a global scale; Ante Letica, Director of Sales, digidip, Marc Vallverdú, Managing Director UK, Global Savings Group and Simon Bird, Co-Founder and CEO, RevLifter about how they help brands gain global reach, their top tips for global expansion and the trends they’re keeping an eye on.

Firstly, can you give us an overview of your company?

Simon: RevLifter is a multi-award-winning deals personalisation technology. Our platform gleans real-time signals from on-site behaviour, live baskets, external data points and AI to deliver incentives that feed into the retailer’s goals for incentivisation.

Marc: Global Savings Group is a PubTech platform for Commerce Content. We work with the world’s biggest affiliates, such as Business Insider, CNN, MailOnline and LeMonde to deliver inspirational content, recommendations, deals and discounts to millions of consumers every year.

Ante: Digidip is a meta-network founded in 2013 with a strict focus on premium affiliates and the unique approach that affiliates can only participate on an invite-only basis. This means we are able to focus on sites that can really make a difference in the industry with their influence and performance.

How can advertisers work with you to run both global and market specific, local campaigns?

Ante: Digidip is able to target clients at a global level, as well at a local level. Account Managers are always aware what digidip’s potential of influence in each market is and what we can do for an advertiser not only at a local level but on a vertical level as well. We always encourage our team to stay on both, the advertiser and affiliate side, so they can be aware of any new trends, changes as well as market developments.

Simon: If a retailer wants to make a big impression on a new market, we can adjust their algorithm to capture lots of new customers while keeping their margin and profit intact. We view this as an upgrade on some of the tactics they did use to tackle expansion and growth.

Previously, it was common for brands to mix their upper-funnel activity with mass discounting (e.g. “10% off all lines”) in order to capture lots of new customers in a short period. They had no way of targeting on a case-by-case and would likely take some form of a hit to build the initial burst of volume. RevLifter is changing the game through a tactical, highly considered approach to incentivising customers on a one-to-one level. We deliver incremental results, tailored to our clients’ goals, and without the unwanted baggage.

Marc: By working across multiple Global Savings Group markets, we can help advertisers reach their target customers through our partnerships with each country’s biggest media and publishing houses. With the option of managing all activity through a single, global point of contact, advertisers will also save time and will make sure their advertising stays consistent across geographies.

We also use bordering countries to target these users when we do not have a site in that region.

If you could give one piece of advice to brands looking at launching their affiliate programme into a new market, what would it be?

Simon: I would give three: research, research and research!  From my experience of seeing where it goes right and where it goes wrong, the recurring themes are knowledge and expertise. You don’t necessarily have to be in a market to know about advertising laws, the behaviour of its customers and other matters that can impact your brand.  Your knowledge should extend right down to preferred methods of payment and delivery, as well as all the top line considerations. And if you don’t have the local market expertise within your organisation, find someone that does.

What’s your advice for advertisers who are working across multi-lingual countries? What do you need from them to successfully adapt to market nuances?

Marc: Multi-lingual countries are always a bit tricky but, as long as they have a clear offering for each part of the country, Global Savings Group is able to target them easily. For example, we use our “Dynamic Coupons” solution to show users offers depending on their country and location and we can extend them to also detect the language they are using and serve content in that language.

What is your prediction for the biggest buzzword in affiliate marketing next year?

Ante: I think we will continue to see “Incremental Sales” and ” Artificial Intelligence” being thrown around as more and more solutions are emerging to help different affiliate models drive more revenue. I also believe that more “Visualisation of Products” showcasing will continue to emerge – especially in the tech segment of affiliates.

Finally, where are you seeing the most exciting developments and growth in the affiliate industry right now?

Marc: I think the affiliate industry in the UK has changed a lot in the past 2-3 years. What used to be a very stable market, with a few players that held a big part of the market, has now become a much more diversified space. We are seeing many affiliates across different verticals invest in tech and content and believe that only affiliates who manage to do this well will manage to continue growing and deliver value to advertisers.

Ante:  I think the whitelabels are still a super exciting model. I also think this very model will keep on growing in other EMEA markets and what is especially interesting is the current development in the US market as well where the market is shifting quickly to this while presenting media houses with new revenue sources.

I also believe that the markets are shifting more towards SaaS.

Simon: Without sounding cliché, I think the biggest movement will see the affiliate channel properly embracing data-driven marketing, not only to facilitate incremental value but It will start with the unlocking and sharing of information by networks and affiliates. I know that some groups have found it incredibly hard to open up their data and become more transparent, but I think part of this could be attributed to a lack of awareness around what it involves and entails. As they are now more acquainted with the benefits, the guard is slowly coming down.

If you’d like to find out more about the publishers we work with globally, get in touch with our publisher development team.

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