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Dissecting the US affiliate market - Q&A

Dissecting the US affiliate market - Q&A

Are affiliate business practices easily transferrable between Europe and the USA?


The theory behind successful programs is easily transferrable, but the best practices are not. There are many nuances that make the US and UK markets very different.

 

Is the US performance sector being overlooked for high growth markets like South America?

Possibly, the US market is huge but competition is very high also. Sometimes it is easier to take the path less traveled and focus on emerging markets as opposed to mature markets like the US. However, advertisers with unique products and services should not avoid the US market. We love buying here!

What hurdles would a European performance company face when expanding to the USA?

There are some basic business challenges that need to be addressed such as brand recognition, pricing, shipping, etc. Big brands with competitive prices in the UK may need to rethink their strategy for a US launch where their brand isn't as recognisable and prices may need to be lowered as the dollar is weaker than the pound.

Outside of basic business challenges there are those that are specific to affiliate marketing. One example is knowing that Top affiliates in the US are very different than the UK and recruitment/optimisation efforts are mostly handled based on relationships.

Do you agree that attribution modelling in the USA is some way behind Europe?

Personally I don't think this is true. While some folks in Europe have been grappling with this issue a little longer, I don't feel that that the European marketing is much farther ahead than the US market. Our US clients are almost all thinking about attribution and some are actively testing attribution models to find what works the best.

Some say affiliate management education is better in the USA than Europe, why is this?

In the US agencies have been slow to adopt affiliate management as a practice. Therefore the management of programs has been left to advertisers for the most part. In order to support the hiring and training of qualified staff many networks have focused on robust educational programs. In the UK agencies manage a higher percentage of programs and their training is kept internal.

What do you expect a4uexpo London delegates to gain from attending your session?

Delegates interested in learning about the US affiliate market will gain insights into the major steps they would need to take in order to sell their products in the worlds largest consumer marketplace.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for performancein.com

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