Developments and strategies for Affiliate Marketing

Developments and strategies for Affiliate Marketing

One of the main changes that occurred in traditional marketing was the "emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), which led to the reinvention of marketing strategies to adapt to this important change in traditional marketing (Patrutiu Baltes, Loredana, 2015).

As digital marketing depends on technology that is constantly evolving and changing rapidly, the same characteristics of digital marketing developments and strategies should be expected. This part is an attempt to rate or segregate the notable highlights that exist and are used at the time of publication. [When?]

Segmentation: more attention has been paid to segmentation within digital marketing, in order to target specific markets in the business-to-business and business-to-consumer sectors.

Influencer Marketing:  Important nodes are identified within related communities, known as influencers. This is becoming an important concept in digital targeting. [40] The influencers allow brands to take advantage of social networks and the public available on many of these platforms. [40] It is possible to reach influential people through paid advertising, such as Facebook advertising or Google Adwords campaigns, or through sophisticated sCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Many universities now focus, at the master's level, on participation strategies for influential people.

To summarize, digital Pull marketing is characterized by consumers who actively seek marketing content, while digital Push marketing occurs when sellers send messages without recipients actively seeking that content.

Online behavioral advertising is the practice of collecting information about a user's online activity over time, "on a particular device and on different unrelated websites, to deliver ads tailored to the interests and preferences of that user. user [41] [42]

Collaboration environment: a collaborative environment can be established between the organization, the technology service provider and the digital agencies to optimize effort, resource sharing, reuse and communications. [43] In addition, organizations are inviting their clients to help them better understand how to serve them. This data source is called User Generated Content. Much of this is acquired through the company's websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some way. The use of this method of data acquisition and development of new products can foster the relationship of organizations with their customers, as well as generate ideas that would otherwise be overlooked. UGC is low cost advertising since it is directly from consumers and can save advertising costs for the organization.

Data-based advertising: users generate a large amount of data at every step they take in the customer's journey and brands can now use that data to activate their known audience with the purchase of data-driven programmatic means. Without exposing the privacy of customers, user data can be collected from digital channels (for example: when the customer visits a website, reads an email or starts and interacts with the brand's mobile application), Brands can also collect data from interactions with real-world customers, such as visits to physical and CRM stores and sales engine data sets. Also known as people-based marketing or addressable media, data-based advertising allows brands to find their loyal customers in their audience and offer in real time a much more personal communication, very relevant to the moment and actions of each client. [44]

An important consideration today when deciding on a strategy is that digital tools have democratized the promotional landscape.