Affiliate marketing and its retail revolution – with Rakuten Advertising's Rakhee Jogia
by Lucy Shelley 23 June 2022
Affiliate marketing unlocks creativity
Affiliate marketing has a bad reputation and people are close-minded to what it is, according to Jogia. “They see it as a discount or coupon reward channel which is lower funnel. And that's not the case. I spent most of my career on the publisher side, developing these partnerships, understanding what they offer from a consumer value proposition perspective.
“We talk about the power of the channel and how innovative, resilient and cutting edge it is. Often I think traditional marketers will look at their budgets and go, ‘it's above the line, it's the branding, that is high impact,’ and they are right. But this channel can unlock so much creativity around live streaming, working with card linking networks, it's all about connecting to the consumer.
“When we inherit a program, we've had clients give us complete control. What we were able to do is completely change the media mix of their program itself – being open minded to innovation and business models, and not being closed off to seeing a business model thinking they're a coupon or a cash back.
“You can work with them where they're never going to discount your brand, but you're gonna tap into an audience in a different way. You're still going to be in a brand control environment and monitor that. Remember, with affiliate, it's very one-to-one in terms of connection to make.”
Connecting local and market expertise
Alongside London, Rakuten Advertising hosts DealMaker events in Toronto, Texas and Sydney, incorporating all regions of their global business. Jogia impresses the importance of connecting local and market expertise, and iterates how the events attempt to connect their operations together to increase their local presence and become more of a global outfit.
The events provide opportunities for brands and marketers to create connections for their affiliate programs and learn how to get the most from their partnerships. Jogia emphasises the value of affiliate marketing and lends some advice to companies embarking on a program.
“It depends on where your starting point is, what your goals are, what you're trying to achieve. You could be a well established brand who has market share such as the UK, for example, but you've never had a chance to really expand your brand in a new market. Affiliate programs are a brilliant strategy, because you might not recognise that there are audiences that resonate more to your brand.”
https://www.performancemarketingworld.com/article/...ngs-rakhee-jogia |
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