If we analyze the value that each of these affiliates brings and that we remunerate them accordingly, we can have an intelligent and scientific approach. This will allow us to get out of the cliché that we can have on this market. Who are the actors concerned by the affiliation? Basically, it is a lever that is aimed at all types of players, whether it is a very large group or a VSE, at least in theory. In practice, we notice that there is a brand premium. It is possible to do this if you are a small business, because economically the model is viable. The volume that these small businesses can expect will just be less than for the biggest advertisers. What is your role with advertisers? We manage to interest a lot of international advertisers to be accompanied in France, but also in the other markets on which we are present. On the affiliate market, platforms have very often contented themselves with offering tracking and the provision of an affiliate network for advertisers. But the concept of service was previously absent to explain or guide advertisers, to help them build an affiliate strategy.
Through our Rakuten affiliate platform, we have a different approach. We try to build an affiliate strategy with our advertisers to get the most out of all affiliates, whatever Cambodia Phone Number List their type. We analyze the performance of the affiliates, if they bring new customers or some who had not returned for a long time, if they generate incremental sales, what is the level of margin of the customers who are brought by the affiliation... We try to provide significant support and co-construction of the affiliate strategy for the advertiser. And, as we go along, we are trying to technologically disrupt affiliate platforms by putting more and more automation and machine learning into them. How do you respond to criticism of affiliate automation? Machine learning technology automates a number of processes to improve performance. But putting in automation does not mean withdrawing from the human, people must continue to talk to each other and, on the contrary, need to meet.
Affiliation is a super human profession: it is the constitution of a network of business contributors. There is a community of interest with advertisers and the affiliates they work with. They have a real need for close human relationships, feedback, to know what works. What are the advantages of affiliation for advertisers? The advantage of affiliation compared to all other marketing levers (search, retargeting, prospecting, etc.) is that it is long-lasting and recurring. The longer it lasts, the more you will improve your performance. As you are going to share the margin or the turnover with your affiliates, by definition, you start on a sound economic basis. This is the only lever on the Internet where there is a real partnership. Advertisers achieve a financial balance through affiliation, this is what is very interesting for them. With affiliate platforms like Rakuten Advertising, international companies, which have the ability to deliver in many geographical areas, can also build a network of business introducers and start doing business without leaving their office. We have the opportunity to build this network for them all over the world.