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Coffee Qs: Callum Ridley, Visualsoft

Coffee Qs: Callum Ridley, Visualsoft

PerformanceIN

In our latest Coffee Qs, we introduce Callum Ridley, enterprise affiliate account manager at Visualsoft. Find out more about his position as well as his top tips for newcomers entering the performance marketing industry.

How long have you been working at Visualsoft Affiliates?

I joined the Visualsoft Affiliates team in September 2016, however it feels like only a few months! It’s been a fun filled time that’s stretched me and taught me alot. I guess when you love what you do, time does fly by!

What’s your typical day-to-day is like?

I don’t really have a typical day-to-day, everyday is different, and that’s the way I like it! It’s important to be both proactive and reactive in this role. You need to be proactive to continually push new ideas and opportunities forward but also reactive to act on any additional activity the client sends through, at any given time!

What to do enjoy most about performance marketing?

In a few words, the balance between technology and relationships. The industry is evolving faster than most think, with the introduction of new technologies and opportunities to push boundaries and fix problems. However, relationships are still at the centre of the industry, it’s always great to meet with new and existing publishers to see how we can work together to see greater success on campaigns.

What’s been your biggest career highlight so far?

I’d say my progression within Visualsoft Affiliates. I joined the team as an Account Manager in our Pro Team, after three months in the role I was promoted into the Enterprise Team, looking after key accounts on the Network. This promotion came with more responsibilities and challenges, however, I love it!

What would be your top tip for newcomers entering the industry?

A few of my top tips are:

Be teachable - it’s important that we keep learning and take in as much knowledge as possible. As I have previously mentioned the industry is constantly evolving, so make sure you’re always one step ahead.

Challenge the normal - when you are set a task or starting on a new strategy, don’t settle for the easy option. Look to push boundaries and come up with new and original ideas that will take campaigns to the next level.

Get involved - the affiliate industry is a social industry, with many events and conferences, this is the perfect opportunity for you to get your name out there and make new connections within the industry.

What do you think are some of the key trends happening right now in the industry?

One of the biggest movements in the industry right now is the rise of Influencers with the focus on Micro-Influencers. In the past there has been a misconception that the use of Influencers was reserved for large affiliate programmes and brands, however, this is now being challenged with the rise of Micro-Influencers. The audience of a Micro-Influencer tends to me more engaged with the content and resonate with the interests of the Micro-Influencer, meaning the size of following is not as important. When looking to source Influencers that will have success on your programme, it is important to delve into the statistics and analytics to see if their audience is a match for the campaign objectives and to uphold brand integrity.

In addition to the rise in Influencers, don’t shy away from working with smaller publishers and startups. There can be a lot of value found in these publishers, and they will be more responsive to take a campaign and run with it.

Aside from the affiliate world, do you have any other interest/hobbies?

I love all things design, whether it be graphic design, web design or even stage design! You’ll also find me exploring London on a frequent basis.

Three words that best describe you?

Creative, fun and innovative.

If you won the lottery tomorrow, you would…

I would probably collapse at the thought of the win!

After coming around, I would love to invest in a business that would allow me to travel the world and work remotely. In addition to paying off my parents mortgages, treating the family and buying a house!

Lastly, any exciting things in the pipeline for Visualsoft Affiliates this year?

Our technology focus over the next 12 months is definitely going to be centred on our publishers! We’ve made huge progress in expanding all of the various technologies our advertisers use but now we want to really start delivering for our publishers too, this is includes tackling some tough questions surrounding attribution and reporting specific to individual publisher verticals.

We will also be at the PMAs and PI LIVE, so make sure you come over and have a chat with us!

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Mustafa Mirreh

Mustafa Mirreh

In addition to managing editorial on PerformanceIN, Mustafa reports on the latest day-to-day news updates from the world of digital marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

Read more from Mustafa

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