We caught up with Ana Carmona, communications and marketing director at AffiliRed, and asked her about her work in a global performance marketing agency. She describes her thoughts on working with advertisers, their performance strategies and why she feels a4uexpo Europe is a must-attend event in the industry calendar.
You Have a Core of Travel Advertisers in Your Client Base, What Have Been the Greatest Changes in Recent Years in Performance Marketing That Have Affected Your Work for Them?
Ana Carmona: Online sales have been constantly increasing for Travel advertisers. A few years ago, online marketing in the travel sector (especially for hotel chains) was marginal as well as the investment in their online marketing departments and resources, but now things have changed.
The role of the e-commerce in the travel sector is now becoming much stronger and the online departments now have relevant budgets to spend on their strategies. In AffiliRed we recommend them to include performance marketing in their online strategies as the ROI is assured and they can reach markets that they never dreamed of reaching out before.
I must admit though that this statement is not global. Some of the emerging markets where Tourism is developing are miles away from other countries, so the way to approach our over 100 advertisers differs quite a lot.
What do you Think is the Buzz Topic in Performance Marketing Right Now and Why?
AC: Mobile! Right now the development of new mobile devices is crazy. Travel advertisers have had to move on and are now requesting new partners, providers, solutions, etc. The use of retargeting, post-view and the changes in cookie law are also topics that keep coming out, regarding travel advertisers.
You and AffiliRed Have Been to a4uexpo Europe Several Times, What Keeps you Coming Back?
AC: The organisation is great. The conferences are always interesting and for me it is a must attend if you want to be part of the performance marketing amazing universe. Ever since we first got in touch to collaborate, to attend either as a visitor or as an exhibitor, the a4uexpo Europe team are great.
The team is extremelly professional and what's best for me, they give that human touch that you can't see in other events organisations of this sort.
A4uexpo Europe is a perfect combination of advertisers, networks and partners and for AffiliRed it is a great opportunity to put a face to our partners and discover new opportunities for us. What's more, the conferences are great to learn about all the new trends of this industry from top professionals.
What Would be your Advice for an Agency Stepping into Performance Marketing for the First Time?
AC: Plan everything in advance and note down all the a4uexpo Europe suggestions as they know what they are doing! Use all the tools and resources you have available to let the world know that you are attending the show.
What are you most looking forward to at a4uexpo Europe in Amsterdam?
AC: Meeting up with some of the partners we met in past events and exchange all the new products and campaigns available to our publishers. I am personally looking forward to the networking party! I owe Sarah Pickthall a drink for being so helpful!
You can meet Ana and the team from Affilired along with some of the very best agencies in global performance marketing at a4uexpo Europe 2013, in Amsterdam on July 2-3.