Observations from Affiliate Summit Europe.

Feb 13, 2018

Director of Marketing

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I had the pleasure of attending ASEURO and I thought I’d provide some thoughts on the key themes from the event.

Affiliate and Partnerships

The affiliate business is a major component of the even larger partner marketing arena. It can be a challenge to precisely define one versus the other because there is so much blurring around the edges of all forms of partnerships. New models are constantly being developed and existing models are ever changing to capitalize on new opportunities. It’s no surprise that the pace of change in affiliate is dramatic – after all, it represents a microcosm of the rapidly changing consumer media environment and customer journey.

From Niche to Business Critical

Affiliate and the larger concept of partner marketing reflect a new business reality – that in an era in which it is harder to build brands through conventional means, partnership represents a powerful way to drive sales AND enhance consumer perceptions. The right partner strategy can, in my view, create unprecedented brand value – all while driving remarkable sales.

What a Cross-Section of Our Industry

Affiliate Summit events offer a tremendous range of attendees from major brands to individuals running petite affiliate sites. And the titles span everything from affiliate specialists to the c-suite. The range of individuals speaks to the universal relevance of the partnership space.

Then there is the ever-expanding world of brand partners. Affiliate has always attracted incredible business people, and many of the leading partners in the space are geared specifically to serve affiliate advertisers. But that’s just one piece of the puzzle. I was also struck by the number of highest-quality content partners that are now active in the affiliate arena. That’s exciting because it is powering market growth by reflecting the strong consumer desire for credible online recommendations.

Our Panel Sponsorship

In addition to our stand at this event, we also sponsored a great panel on the key trends in affiliate for 2018. Our panel was led by our own Emily Brown, Head of Customer Success EMEA and our panelists were:

  • Elodie Ashworth, Senior Account Manager, Expedia INC
  • Hannah Johnson, Affiliate Manager, Mediacom
  • Jade Bassett, Senior Affiliates Consultant, Direct Line Group
  • Anna Grazioli, Affiliate Specialist, SSENSE

The ASEURO audience listened as our panel focused on broad strategic themes, from what is so appealing about our industry for entrepreneurs to how partnership as a discipline is broadening even beyond affiliate to encompass other forms of partnership with nontraditional participants. Our heartfelt thanks to everyone on the panel that participated in this important discussion.

It’s the People

And I would be remiss if I didn’t mention the amazing people that this business is built upon. People anxious to talk. To find new ways to do business. To share and teach.

The real story of ASEURO – and of the affiliate and partner worlds – is the quality, heterogeneity, and dynamism of our industry.

Director of Sales Operations

15

SVP and Head of Partnerships

23

Director of US Integrations in Customer Success AMR

104

Director of Partner Growth

217

Vice President Of Operations in Strategic Technology

28

Head of Affiliate, Student Beans

734

Marketing Specialist

732

Product Marketing Manager

741

Director of Marketing

6

Partner Marketing Manager

17

Customer Success Manager in Customer Success APAC Singapore

731

Marketing Director - Americas

7

Customer Success Manager

739

Customer Success Manager APAC

19

Director Of Partnerships

22

Partnership Director APAC

21

Customer Success Director EMEA

32

Client Services Manager

24

CEO and co-founder

8

Chief Product Officer

276

Senior Product Marketing Manager

103

Director of Marketing Strategy & Operations

4

Marketing Manager Americas

30

Head of Finance Operations

27

Principal Integration Engineer

25

Enterprise Sales Executive

26

Marketing Manager

18

Senior Channel Partnerships Manager

20

APAC Marketing Director

9

Customer Success Manager APAC

738

VP Revenue in Sales EMEA

275

Head of Deployment

5

Head of Client Services & Integrations for APAC

16

Marketing Coordinator APAC

14

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