By Raihan Hadi
We’ve already had a look at how your brand can grow faster in the digital age by partnering with affiliates, influencers and brand partners, along with how you can do it better by opting for a SaaS (Software as a Service) platform as opposed to traditional affiliate networks.
We have also had a sneak peek at how impact.com uses their superior tech and customisable services amongst the various other USPs to help scale a brand globally with productive, revenue-driving partnerships with their verified network of affiliates, influencers, content creators and brand partners.
I wanted to take this opportunity to introduce Antoine Gross, General Manager for Southeast Asia and India at impact.com to tell us a little more about why impact.com offers the best affiliate and partnership management platform for your brand.
“Changes in consumer behaviour are causing an existential crisis for traditional sales and marketing. First and foremost, consumers just don’t trust advertising anymore (84% of millennials don’t like advertising) and on top of this, Big Tech is enacting changes with huge implications for the ad tech industry, making it harder for brands to target consumers. Fortunately, even though consumers are more ‘ad adverse’, they are also now more willing to purchase goods and services online, which has only been accelerated by COVID-19.”
Antoine continued, “It presents a huge opportunity for brands to form affiliate partnerships with trusted partners to reach new customers and leverage the trust they have built with their audiences. Forrester Consulting found that this partnership channel can actually drive up to 28% of total revenue for businesses with mature affiliate and partnership programs.”
“In a nutshell, impact.com helps brands grow their business by creating their own network of referral partners — traditional affiliates like coupons, deals and cashback sites, media houses, influencers, or even like-minded brands (E.g. Spotify with Ticketmaster or Qantas with Airbnb). Additionally, our platform relies on a first-party cookie tracking system which enables every marketer to measure the exact contribution of each partner and digital channel to eventually derive the incremental value.”
“We’ve helped many leading enterprises like Zalora, Sephora, Razer, Lenovo, HSBC, PUMA and MyRepublic and more drive significant revenue growth through the affiliate marketing and partnerships channel.”
impact.com surpassed $100 million in annual recurring revenue earlier this year and after receiving $150 million in new venture capital funding in July 2021, which values the company at $1.5 billion, the business is on a huge growth trajectory. They’ve also had a customer growth of 69% within the fiscal year H1 2021. You can read further about it here.
As part of this journey, customer case studies and testimonials which showcase how impact.com is driving the success of many well known local and global brands are key.
Two customers that impact.com has been working very closely with in SEA are Decathlon Singapore and Love, Bonito.
Decathlon Singapore, the world’s largest sports retailer, tapped on impact.com to manage their affiliate partnership programme and drove 50% of new customers in eight months with a quarter-on-quarter revenue growth rate of 156%.
Popular female fashion brand, Love, Bonito, on the other hand launched its affiliate partnership programme last year with impact.com and is already seeing the channel drive 20% of total new orders and revenue is growing 253% quarter-on-quarter.
Another notable customer of impact.com is leading gaming company, Razer, who experienced a 34% growth with their diversified partnership strategy with impact.com. Read their case study here.
I also had the opportunity to hear from Jesper Kauth, Managing Partner and Campaign Manager, Lodestar Marketing, a current agency partner of impact.com:
“During my 15 years working in affiliate and performance marketing, I’ve seen a continuous increase in investment in the partnerships channel”, said Jesper.
“Initially, this was driven mainly by the incredible structure of the channel that allows you to set your own ROI and scale it amongst publishers. However, we are increasingly working with brands to allow them to understand the amazing additional opportunities in the channel to work with other partner types to drive new customers and sales.”
“impact.com is at the forefront in this space, and their great technology allows you to integrate all the different affiliates and partners into one end-to-end system with full transparency and control over every individual partnership, while also automating key processes like customised contracting and payouts”, Jesper added.
impact.com has grown significantly over the last few years, and their journey with regards to innovation, transformation and customer experiences is something brands and advertisers can take confidence in.
If you’re interested to find out more about their platform, get in touch with their dedicated Southeast Asia team here.
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