A trend in Brazil and around the world, affiliate marketing has grown as a strategic digital channel to generate conversions and increase the profitability of online sales.
Still transitioning to a hybrid model, the retail market continues to seek a balance between in-person and online sales. Even after the reopening of physical stores and amid the advance of vaccination, retailers and consumers are wondering: what will happen to online retail, which reached its peak during the pandemic but remains more present than ever in consumers' daily lives?
New consumer habits were introduced or intensified with the outbreak of Covid-19 and social distancing measures. From meal delivery to online grocery shopping, many people discovered the conveniences provided by e-commerce and transformed their shopping routine, which is now more hybrid and digital.
There is no turning back, even with the resumption of in-person bahamas whatsapp data businesses and services – and even among those who still enjoy looking through the shop window or even visiting the establishment. The elimination of the barriers that separated the physical and virtual worlds has now required a new loyalty process, much more effective, constant and 'omnichannel'.
Considering the stages of the funnel, it is known that sales begin at the moment of discovery, in which retailers capture the attention of consumers and then generate conversion and loyalty. In this context, affiliate marketing has grown as an effective strategy not only to assist in this moment of discovery, but also to boost sales and increase revenue for publishers and advertisers.
By promoting connections between consumers and brands through a global network of 150,000 active publishers (partner publishers who monetize content with ads and coupon or cashback offers), Rakuten Advertising, specialized in technology for advertising and digital marketing, recorded a 51% growth in sales made through its affiliate network in Brazil in the last quarter of 2021.
Why use affiliate marketing?
Affiliate marketing is a form of online advertising in which the affiliate (the publisher or content producer partner) promotes the advertiser's products and services in exchange for a commission for each sale. The potential of this strategy is very high in Brazil, since Brazilians naturally relate to online advertising. According to a survey by PwC, more than 80% of respondents said they interact with the main social networks and more than half admitted that they usually click on their ads.
This curiosity is also fueled by the fact that Brazilian consumers show great trust in digital influencers or content producers when they make recommendations for products and services. A 2019 study by Qualibest indicates that this group was one of the main sources of information and influence for at least 50% of purchases made through social media that year.
The boost in sales generated by affiliate marketing becomes even clearer on commercial dates, which have accounted for a significant portion of the revenue of physical and online retailers in recent years. And we're not just talking about Black Friday, which has seen its relevance increase each year as a date eagerly awaited by consumers and retailers.