Before he was brought in to increase Dunelms affiliate presence, Neale led the affiliate marketing strategy at Buyagift and Red Letter Days and has experience in different areas in digital marketing and other channels like SEO, Display, PPC and Social.

Neale told PerformanceIN what he loves about the channel, what he doesn’t love so much and what he thinks we need to focus on this year…

What’s your role and what does it entail?

I’m the Affiliate Marketing Manager at Dunelm, the UK’s leading homeware retailer. My role involves creating the overarching focus areas that we want to address in both the short-mid term as well as the long-term. I’m also responsible for leading both the overall channel strategy as well as the actual execution of the affiliate campaigns themselves.

I think it’s fair to say that historically Dunelm’s affiliate presence has been fairly low-key. Therefore, I was brought in last year to not only give a long-term vision for the channel but to also scale the channel both aggressively and sustainably. It’s extremely fast-paced but equally very exciting as the opportunity for Dunelm in this space is huge!

What emerging publisher strategies are you seeing right now?

Whilst traditional placements like newsletters and on-site exposure continue to be prominent, more and more affiliates are now diversifying their campaign types to give advertisers newer and more engaged audiences. For example, push notifications are being better utilised through the affiliate space and I expect this will continue as we take advantage of this app-centric climate we’re in.

Brands are also leaning on more varied content mediums than ever before so I expect to see the appetite for the likes of video and widgets continue to grow too, particularly with content partners. Lastly, there are more publishers now with multi-retailer strategies in which they’re moving away from brands such as Amazon’s affiliate programme because of reductions in commission which opens up a huge opportunity for most advertisers.

What do you most respect or what impresses you about your key affiliates?

Not just now but during the entirety of the pandemic, most affiliates have been fantastic at adapting to suit advertiser needs and this highlights the power of our channel being so relationship driven. What’s impressed me most is the flexibility they’ve offered when it comes to ways of working as well as commercials.

In general, something I have always encouraged is a two-way, 50/50 partnership and this involves being as open and transparent as possible. There are hundreds of ways to work with just one affiliate and so I’m not expecting to be at full efficiency after one campaign, I’m also not expecting every trial to be groundbreaking. I respect publishers the most when they are transparent and don’t gloss over poor performance – that’s how you create a successful partnership. 

What shifts are you seeing in affiliate marketing with your company?

We’re seeing a lot of shifts right now at Dunelm, simply because our affiliate programme is young. In terms of affiliate types, the rise of Buy Now Pay Later partners has been staggering and is a great way to reach new audiences. I’m personally really excited to see forums like Reddit become even more important as customers become increasingly savvy with who they trust and the idea that these are very close, loyal communities is exceptionally powerful.

More holistically, one thing I’m particularly trying to educate Dunelm on is the idea that the affiliate channel isn’t simply a ‘bottom of the funnel’ conversion source but can offer valuable support to other areas of the business including other paid digital channels.

What impressed you about the industry in 2021?

I touched on it earlier but just how reactive and adaptable everyone has been in the last year. I think a lot of companies in the affiliate industry have not only been great at dealing with a very challenging year, but have taken that a step further by turning those challenges into new opportunities through innovation. I’m also a huge advocate for smaller long-tail partners and so the fact that so many more people have decided to start their own niche affiliate sites through the pandemic has been super impressive and ultimately gives us advertisers more scope too! Oh, and it was definitely the year I (along with most of the world) got into podcasts. So yes yes yes to podcasts…

What’s your top tip for publishers?

Openness, transparency and flexibility. The better the affiliate programme, the less important top-line sales become and the emphasis becomes more about the true VALUE those sales bring. An affiliate partnership is a long-term relationship so we all should be in it for the long haul. We know we’re not going to ‘split the atom’ the first time but a transparent approach will certainly help us get there eventually. 

What can affiliates do to stand out when working with your brand?

I’ve rinsed the word ‘transparency’ but it’s so true. Be even MORE transparent with data as well as provide real case studies that apply to our industries. Take the time to understand our overall goals and align campaigns to those, rather than doing things just because you’re doing it with one of our competitors. 

What one thing would you change about the industry?

Definitely the obsession of ‘What’s Trending!?’ every year. Don’t get me wrong, it’s vital to be in the know in case there are opportunities you are missing out on, however, I think we also need to remember that every affiliate programme is different as we all optimise our channels to different goals and KPIs depending on what our overall company objectives are. It’s less aligning your strategy to ‘What’s Trending Now?’ and more harnessing the amazing innovations in the industry to fit your own strategy. 

I would also love to change the stigma associated with affiliate marketing in that it’s the digital marketing channel people just ‘fall into’. In this case I’m actually a massive hypocrite as that is exactly what happened to me but I’m so lucky I did! The affiliate channel is a beautiful space when you think about it. It’s one of, if not the only, paid marketing channel that encompasses real life human relationships and interaction at the heart of all decision-making and that’s something that will always remain the same. That’s pretty awesome in it’s own right and we need to be doing a lot more to shout about that as a whole to make the industry even more appealing to people starting their career.

What other areas of the industry would you be interested in being involved in in the future?

Affiliate partnerships are just a segment of the partnerships umbrella and I would love to look at that much more holistically. Brand to brand partnerships in particular offer huge value if done correctly. Even within the affiliate space, co-branding opportunities are becoming more common than ever before because of the need to maximise efficiency and reach wider audiences. I think it’s only a matter of time before we see a big shift in the affiliate space with sustainability partners though. We’ve already seen more and more donation-led affiliates like KidStart and Easyfundraising rise in popularity over the last decade so I expect we’ll soon see customers prioritise affiliates based on environmental incentives too. I’m definitely all for that!

It was an absolute pleasure speaking to Neale for this installment of the Advertiser Diaries. If you would like to be involved, please don’t hesitate to submit your interest here!

The post “I Respect Publishers the Most When They Are Transparent and Don’t Gloss Over Poor Performance.” – The Advertiser Diaries appeared first on PerformanceIN.

What’s your role and what do you do at PUMA?

In my current role at PUMA as a Senior Manager of Affiliate Marketing in the Global E-Commerce department, I am responsible for creating and rolling out our global affiliate strategy. I help our existing markets stay ahead within the affiliate marketing world and I share knowledge about the channel across all our international markets, as well as helping new markets launch their own affiliate programmes.

What do you most respect or what impresses you about your key affiliates?

Our key affiliates are proactive, they share important information which helps us with optimising campaigns or brainstorming completely new ideas. They have our goals in mind and help us reach them without losing their own identity. When we want to test and learn, they are almost always open to try. We see our key affiliates as integral partners of the brand.

What shifts are you seeing in affiliate marketing with your company?

During the pandemic, e-commerce has become an even more important distribution channel. PUMA has been using affiliate marketing for a long time, but you can clearly see it has become even more of a focus over recent years. Going off that, we’ve been able to create a more thorough understanding about how affiliate marketing interacts with all our other marketing channels and what opportunities exist – stretching from classic affiliate models to brand ambassadors and brand-to-brand partnerships. We are now looking a step further and working to measure LTV, where we see a lot of exciting opportunities.

What emerging publisher strategies are you seeing right now?

More publishers are keeping the entire checkout process on their own site rather than using a classic affiliate link. From a consumer perspective, this creates a more cohesive checkout flow because when customers purchase products they aren’t directed to a different website. It has its pros and cons for the advertiser and is something to keep an eye out for.

What’s impressed you about the industry this year?

We are still a tight community even when events are limited to digital meetings. It’s great to see that everyone is willing to help each other, share knowledge and elevate the industry to the next level. This helps us to be quick with adapting to new regulations, adopting new technology and further growing our industry.

What’s your top tip for publishers?

It’s important to build a partnership and stand out from the competition. This can be by focusing on a niche, adding a piece of technology, or sharing information about what works well on your platform. Of course, in a profitable partnership we should both benefit, so we will return the favor and invest in valuable partnerships that we can grow together.

What can affiliates do to stand out when working with your brand?

Like I mentioned above, we like to interact with our affiliates and are open to new ideas of working together. It’s always great to hear from affiliates about new opportunities and how we can work together to get the best out of our partnership.

What one thing would you change about the industry?

In our industry, we all know how well-developed affiliate marketing is. Therefore, I would rather change the perception of the channel for everyone working outside of the industry. There is still a lot more to this channel than coupons, discounts, and fraudulent behaviour. Luckily on platforms like PerformanceIN, we see proud ambassadors spreading positive messages about how developed and widespread the industry is.

What other areas of the industry would you be interested in being involved in in the future?

Having worked across different sectors and on both the publisher and advertiser side, I have been gaining an array of insights into the industry. What I enjoy in affiliate marketing is that it’s such a diverse mix of partnerships, marketing, data, and technology – the job encompasses such a wide spectrum of knowledge. For me, I love working in these exact areas, and I hope to continue growing and learning. On the advertiser side, I like working closely with other channels and learning from them as well, which gives me a much better understanding of how the affiliate pieces fit into the puzzle.

We hope you enjoyed this installment of The Advertiser Diaries. If you would like to get involved please get in touch via our Typeform.

The post Seeing Affiliates as Integral Partners of Your Brand – The Advertiser Diaries appeared first on PerformanceIN.

We managed to grab Ganeev for a conversation about her history and how she entered into the industry, as well as the trends she is noticing…

So to start, please can you explain a little more about your role and what exactly it entails?

I am the Affiliate Marketing Manager at Bloom & Wild, the UK’s favourite online florist. I’m responsible for developing strategy for the UK, as well as managing all affiliate partnerships including onboarding new publishers and optimising existing publishers for the UK and DE. I also work closely with our network to engage with all publisher types.

What emerging publisher strategies are you seeing right now?

There are a lot of new partners who don’t work through the traditional affiliate model – buy now pay later, card linked offers and open banking to name a few really interesting partnerships under the affiliate space. We are also seeing the importance of influencer marketing and how we can work on an organic as well as paid basis through affiliate networks.

What do you most respect or what impresses you about your key affiliates?

How reactive we can be as a channel; as soon as we turn on an increased offer or cashback rate we see the positive results come through. There is a lot of flexibility with our affiliates and sometimes have many last minute changes and we really appreciate the quick responses and turn around times.

What shifts are you seeing in affiliate marketing with your company?

We used to see affiliates as being a channel that only drives traffic through voucher codes and were heavily reliant on the same discounts across all publishers. Our focus is now shifting towards being more incremental with our strategies. We are working more with reward and charity partners, which we have found key for improving incremental orders at a high LTV.

Internally, other teams are shifting their thinking about affiliates away from just vouchers and discounts and can see we can be more strategic in the activity we can push with different publishers. Affiliates is now one of our most efficient marketing channels.

And what really impressed you in 2021?

The importance of supporting key workers and being able to give back by working with these types of publishers. We have seen a big shift in our programme following the pandemic and watched publishers like Blue Light Card really grow. Also really interesting to see how new publishers like GoCertify are using technology to enter into this space, a lot of publishers are using this to partner with new brands.

Who or what inspired you to get into performance marketing?

I started as a coordinator at Rakuten Advertiser and was lucky enough to work across an array of amazing advertisers partnering with lots of different publishers. This really opened my eyes into the world of digital marketing. I love how fast paced it can be as the digital landscape is always changing and evolving. I now think I have the best job working with incredible people and at a company with an incredible mission!

What’s your top tip for publishers?

Be innovative and come to the table with fresh ideas on optimisations, we are always willing to try new things. What works for one brand may not work for another so provide bespoke opportunities based on the brand and perhaps looking closely at competitor activity.

What can affiliates do to stand out when working with your brand?

Similar to the above but bringing new opportunities to the table to help us stand out amongst our competitors. Another thing which is really appreciated is transparency and being able to provide clear and constructive insights following optimisations. Especially since measuring success is at the core of all performance marketing being able to understand what worked well, what didn’t work well and why will really help for future partnerships.

What one thing would you change about the industry?

Being recognised as a channel that is more than just vouchers and discounts and how affiliates can work in collaboration with other channels to provide strong overall results.

What other areas of the industry would you be interested in being involved in in the future?

Looking at how affiliate marketing fits into the bigger picture through getting a better understanding of other marketing channels. I’m also taking a bigger interest in influencer marketing and how we can collaborate through a performance model.

We hope you enjoyed this installment of The Advertiser Diaries. If you would like to get involved please get in touch via our Typeform.

The post The Advertiser Diaries: Ganeev Sawhney appeared first on PerformanceIN.

Camilla studied at the University of Virginia, receiving a bachelors’ degree in History, before going on to receive a diploma from the Chartered Institute of Public Relations.

Prior to Vashi, Camilla has worked in marketing for 11 years, with roles including Global Director of Advocacy at Charlotte Tilbury, Head of PR & Events at Benefit Cosmetics (LVMH) and Associate Director at Halpern (part of The&Partnership, part of WPP).

Now here’s Camilla to talk about her history and the trends she is noticing within the industry:

What’s your role and what does it consist of?

I am Brand Communications Director at fine jewellery brand Vashi. In my role, I oversee brand marketing, communications, advocacy (including influencer marketing) and social. My focus is building brand advocacy and brand awareness, to help Vashi become the number one jewellery brand worldwide. 

Who or what inspired you to get into marketing?

It all started with my mother, who worked in PR and inspired me to get into the industry. After a summer placement at Halpern, under the mentorship of the incredible Jenny Halpern Prince, I knew this would be my home for many years! 

On the brand side, what do you think is most interesting in the agency and SaaS arena? 

When I started my career, agencies relied on years of heritage and case study work for their reputation; it was therefore hard to break into the industry with a new proposition.  Now it’s often the newcomers of whom I’ve not heard much who impress me most in their thinking, business solutions and proprietary tech. I always take time to look into every cold call or email I get for that reason.

What’s impressed you so far this year?

I have been blown away so many times this year. Firstly, by the entries in the Performance Marketing and Influencer Marketing Awards that I had the pleasure of judging. The talent in our industry is second to none. Next, by how marketers have pivoted in our post Covid-19 world – there was no rule book on how to navigate the challenges! The success stories are great – and there have definitely been some silver linings to the pandemic in making marketing more progressive in some areas. 

What are you most excited about right now?

The most exciting daily evolution is how we can attribute and measure ROI for influencer marketing – and it’s improving daily!  I can’t believe how far it’s come and it’s one of the most empowering developments for our industry.

What’s your top tip for those in our industry? 

I’ve been lucky to have worked with and for many incredible female founders who have passed down their invaluable tips and advice. The one that’s stuck with me the most and is what I tell my teams too, was Charlotte Tilbury teaching us to “dare to dream it, dare to believe it, dare to do it!” Half of the challenge is believing you can! 

What one thing would you change about the industry?

I’d love the industry to continue to fight the cause for flexible working, particularly to enable women to balance the pressures of their career and motherhood. Too often I see women having to choose or make sacrifices. 

What other areas of the industry would you be interested in being involved in in the future?

What I love most about our industry is how quickly the landscape is changing and new media is emerging. Marketing is unrecognisable versus the industry I started in.  I’m excited to see what’s round the corner. Growing up, I was taught that every day is a school day, and I can’t wait to learn the next big thing.

We hope you enjoyed this installment of The Advertiser Diaries. If you would like to get involved please get in touch via our Typeform.

The post The Advertiser Diaries: Camilla Craven appeared first on PerformanceIN.

Carolina was interested in the marketing sphere from a young age, studying for a Bachelor of Science degree in Business with Marketing.

Her first job in the industry was a role as Marketing Assistant at Education First, before she went on to work at Awin. After a couple of years at the network, Carolina began working at Harvey Nicols, where she has now worked for three years in various roles.

Here’s the inside scoop on Carolina’s personal influences, what drove her to the performance industry and some exciting behind the scenes information…

What is your role and what do you do at Harvey Nichols?

I’m the Global Senior Affiliates and CLO Manager at Harvey Nichols. My remit oversees the global affiliate business, financial and influencer partnerships. My role also includes developing the strategy across all of these channels, as well as execution and monitoring of target deliverables.

Key growth strategies and international expansion are also some of the key responsibilities within my role, which makes it fast-paced but super exciting. Overall, my role focuses on global partnerships and the optimisation of these!

What emerging publisher strategies are you seeing right now?

I think this is a super hard question because there are so many amazing trends being developed within the industry at the moment, but I must say card-linked offers and open banking initiatives are something that I’m seeing more and more these days. I think these financial publishers have great tools to target specific customers and provide some great insights on consumer behaviour, which is all advertisers want to see in the current climate.

Partners such as Reward and Cardlytics have become an invaluable part of our strategy, so it’s great to see more and more partners evolving within the card-linked space.

What do you most respect or what impresses you about your key affiliates?

I think the ability to adapt to other business strategies and having that ‘customer-first’ mindset at the same time is something that really amazes me about our partners. We have key affiliates that have changed or developed new tools simply to complement our business goals, but at the same time they continue to ensure they are delivering the best journey for their users. We see this happen often across loyalty and content partners, where they adapt to your goals, but also stay relevant to their audience!

What shifts are you seeing in affiliate marketing with your company?

I think the overall vision for affiliates is something that continues to grow and change. Initially, affiliates was a channel that was solely used for sales & volume, whereas now we are using the channel for more strategic objectives such as international expansion, brand awareness and commercial partnerships.

What’s impressed you so far this year?

Without a doubt it would be how many technologies and new initiatives that have been developed during such challenging times. It’s so exciting to see so many new publishers innovating and bringing extra value for the channel. We recently onboarded with new Fintech, Curve and I’m excited to see how this performs for us!

Who or what inspired you to get into performance marketing?

Tough question – I’d say the thing that inspired me the most would be the access to data and insights, the ability to see really clear results from your work is really rewarding. I’d also say the community we have within the industry is really special, I love how everyone comes together to innovate and optimise the performance marketing space.

What’s your top tip for publishers?

Invest time in your partners. Take your time to understand what your clients are trying to achieve and find a way to be part of the journey. I would also say, highlight your USPs, make sure these are the first thing you share!

What can affiliates do to stand out when working with your brand?

I think affiliates that bring new opportunities and ways of working get a lot of attention from the team.  The retail landscape is ever changing, so we like proactive and collaborative partners that are willing to go that extra mile to bring some innovation to our programme.

What one thing would you change about the industry?

I would love to change the way we look at attribution within the industry. I think we should look at the holistic, multi-touch view, rather than just last click. I’m aware that there has been some developments in terms of highlighting the value of upper funnel initiatives and some advertisers are showing interest in assist tracking. However, I think there is a lot more work to do from a technology standpoint and I believe there is an educational piece missing too. Hopefully more to come within this space in the next few years! 

What other areas of the industry would you be interested in being involved in in the future?

I’m really excited for what’s to come for performance marketing and I think the past year or so has completely sped-up the process. I’d love to be more involved in the personalisation piece, how different publishers are using AI/open banking to get to know their users and instigate loyalty.

I would also love to be more involved in the rise of card-linking marketing and how this is taking one step forward towards being its own performance marketing channel. There are so many interesting things being developed as we speak, so I’m excited for innovation!

We hope you enjoyed this installment of The Advertiser Diaries. If you would like to get involved please get in touch via our Typeform.

The post The Advertiser Diaries: Carolina Paradas appeared first on PerformanceIN.

Glosinda Goes has been in the affiliate industry for over eight years and has worked for brands like Charlotte Tilbury and House of Fraser. She’s currently responsible for the implementation of affiliate and partnership activity at Crabtree and Evelyn, who relaunched as an online-only retailer in July 2019. Glosinda has worked closely with numerous publishers over the years and has good relations with various networks. Nominated as a PerformanceIN Top 50 Industry player in 2020, Glosinda continues to excel in her field.

Here’s the inside scoop on Glosinda’s personal influences, what drove her to the performance industry and some exciting behind the scenes information…

What’s your role and what does it consist of?

I work as the Global Partnerships and Affiliates Manager at Crabtree and Evelyn. I would like to think I am the go-to person for everything affiliates, and I manage the programme globally. My responsibilities entail strategising and growing the affiliate programme in all markets by continuously recruiting new publishers and optimising existing publisher relationships.

Partnerships do also fall under my umbrella and we get to partner with some amazing brands, publications, and podcasts to help drive brand awareness and revenue for Crabtree and Evelyn in all markets.

What do you enjoy most about the performance marketing industry?

Every day is a different day, and the performance marketing industry is always changing; there is always something new to learn in the industry. Our roles keep changing depending on what crops up in the industry. We never stop learning and I think that is the best part of this job.

Who is your performance marketing hero and why?

Without a doubt, Sophia Evgeniou is my performance marketing hero. She was my senior at House of Fraser, and I also had the opportunity to work with her during my time in Charlotte Tilbury. She has always been a great mentor and has vast experience in all the channels of performance marketing, from remarketing, paid social, CRM to affiliates.

She was shouting about attribution before it was even trending in the industry and is now handling all the offline and online marketing channels for Open for Vintage where she has grown the brand from its embryo stage to where it is now. Whatever brand she works for she helps grow and find its potential.

Who in your team deserves more recognition that they get? (The unsung hero)

I am unable to choose one unsung hero from the team as I think there are quite a few members in the team that are integral in helping the brand grow. Every member of the team brings something different and unique and this is what makes us stronger and the reason why we work well together.

What trends are you seeing working with publishers?

Every year the number of technology affiliates that enter the affiliate industry has grown. These amazing publishers help advertisers use the affiliate space to do everything from optimise the website by serving customers with AI bundles and cross selling to conversion overlays all via the affiliate program on a cost-effective basis. The affiliate industry has started to cater to every aspect of the business, and this helps make a marketer’s life easy.

How has the role of affiliate networks changed over the last 12 months?

Since the industry has seen more and more SaaS platforms enter the market, the more traditional networks have started to work on being innovative and proactive to compete with the SaaS platforms. Networks have started to build tools on their platforms to help cater to advertisers needs, who are not only searching for the traditional advertiser-publisher relationships but also brand to brand partnerships. It is very important for networks to adapt to the advertiser needs and offer them personalisation depending on their goals and be able to offer niche reporting.

What one thing would you change about the industry?

I think advertisers need to work and support each other to help advise the brands that are entering the market and need some council and guidance on how to build a successful affiliate programme.

What’s your top tip for publishers?

Be flexible and offer more hybrid models for new advertisers to test new placements.

What other areas of the industry can you see yourself working in in the future, perhaps?

In the future, I see myself working more with paid social channels as that is one channel that will never stop growing and there will always be something new to engage our customers with our brand.

We hope you enjoyed this installment of our new column. If you would like to get involved please get in touch via our Typeform.

The post The Advertiser Diaries: Glosinda Goes appeared first on PerformanceIN.

The Advertiser Diaries will focus on the details of individuals’ roles within the advertiser sphere, as well as some of the challenges advertisers face, and the inspiration that drove the individuals to want to work in the performance marketing industry.

For our first edition, we chatted to affiliate marketing and partnerships specialist at Vodafone, Adam Clisby, who has a strong background in the industry and a passion for forming relationships.

Adam originally intended to study at university but had a change of heart, as he wasn’t sure of what he wanted to study.

After deciding to defer, only a few days before his course commenced, he opted for a year’s apprenticeship with a digital agency.

Following this, Adam went on to work for Hopper, a travel brand. During his time there he worked with Awin for around six months, before Awin asked Adam to work for them in London. This set off a domino effect, and he ended up working at Awin for two and a half years. During this period, Adam was the account manager for Vodafone – this ultimately led him to decide to work directly in-house.

Adam spoke to PerformanceIN about the details of his role, his main challenges and his inspirations:

What’s your role and what do you do at Vodafone?

I currently work in a team of three, and I’m responsible for the AYM and Talkmobile affiliate channels. At the moment, I’m working on the Pay Monthly and Talkmobile affiliate channels here at Vodafone.

What emerging publisher strategies are you seeing right now?

Looking aside from the traditional affiliates we have always worked with, we have noticed a lot of fintech partners joining the channel. I think this will be an interesting area to watch over the long term.

Companies such as Klarna, who have access to millions of potential customers, are showing interest in working in a publisher capacity. With a reach such as theirs, that’s definitely an opportunity we are looking to pursue.

Outside of this, we are seeing more tech partners work with us, and with Awin using the master tag functionality, this is helping us to not only increase revenue but also to better understand how customers interact with the channel.

What do you most respect or what impresses you about your key affiliates?

Transparency and in-depth analysis of promotion activity really impresses me, as well as being honest when things don’t work which means we can begin looking for ways to improve going forward.

We sometimes experience affiliates taking commissions and not giving any campaign overviews, and it is especially important for us to be aware of what’s working and the ways we can fix it if it isn’t working. So basically working collaboratively, involving us in every step and forming a positive relationship.

What shifts are you seeing in affiliate marketing with your company?

The ability we will have to test incrementality in the future is always the question. There’s a big shift in the way we’re looking at how affiliates are driving sales, or if it is other marketing channels. We’re asking ourselves if these people would purchase with us if not for other channels. It’s important to be focusing on how customers are valued. Something that is becoming apparent is that it’s not just bottom of the funnel anymore.

What’s impressed you so far this year?

At the moment, we’re working with RevLifter on a trial, and since it launched I’ve been really impressed with their way of working and what they’re about. 

What’s your top tip for publishers?

Something I would definitely stress is not to chase investment; work on being proactive and build strong relationships with your clients, and work on your relationships with your affiliates.

What I’d probably say is my ultimate top tip is to be responsive. There’s nothing worse than spending loads of money with somebody and then never hearing from them again.

Being friendly and engaging will mean more creativity is achieved, as you’re more comfortable with your partners.

Adam Clisby, Vodafone

What can affiliates do to stand out when working with your brand?

It’s easy for things to be mundane. We sometimes see the same thing day in, day out. Due to this, we’re looking for exciting new ideas, untraditional activity, and lots of thought about the bigger picture.

Standing out from competitors is important, so coming up with innovative ideas is a must.

Think about earlier in the funnel and how you can link campaigns.

Adam Clisby, Vodafone

What one thing would you change about the industry?

I would like to see more looking at the bigger picture in general. It would be nice to pay more attention to how we fit into wider digital channels to enable us to take this into consideration when building campaigns.

I think another huge thing is not to get stuck in the numbers; being open minded is really important. 

What other areas of the industry would you be interested in being involved in in the future?

I’ve spent six years working within affiliate. I like partnerships and relationships, that’s what I’m good at, but I am interested in perhaps going into a wider digital role specialising in affiliates. I want to keep learning about social too! But ultimately, affiliate is my bread and butter, so I’m happy here for now!

We hope you enjoyed this installment of our new column. If you would like to get involved please get in touch via our Typeform.

The post The Advertiser Diaries: Adam Clisby appeared first on PerformanceIN.