Affiliate marketing applied to social networks

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The affiliate market in Spain is increasingly about consumer behaviour and the objective of affiliate networks. Affiliates are intermediaries who work on commission, for one or multiple brands, based on certain results: click, sale or registration. With the evolution of social networks, it is inevitable to talk about affiliation without associating it with social networks. Four experts in the field have anticipated the market trends for 2012. “ Affiliate marketing applied to social networks” was one of the workshops organised by FICOD 2011 and moderated by Antevenio .

Everyone agrees that the purchasing decision model has changed. We have moved from an advertising model to one based on influence . We are facing a process of socialization of purchasing. In other words, the classic idea of ​​the advertiser where users go to their page disappears, and the need to go where the users go arises.

Both Javier Recuenco , Team Leader at Zanox , and Cristóbal Álvarez , International Business uae phone number list Development at Antevenio , and Pedro Ojeda , Media Director for Spain, Portugal and LatAm at TradeDoubler , agree that there is an economic value linked to fans on social networks. Although it is difficult for affiliates to bring users to the brand and it is difficult for the firm to set a price, in the end followers provide a medium-long term return.

Although the three experts support the idea that the use of social networks affects membership , the explanations do not follow the same line. Javier Recuenco believes that it is necessary to capture the purchase decision from the moment of prescription since the user is the most influential element. Cristóbla Álvarez affirms that social networks have gone faster than membership networks. However, we must take advantage of the opportunities and provide the necessary tools to spread the word.

When it comes to marketing, it is essential to take into account the parameters for measuring influence and how to put them into practice. Javier Recuenco stresses that they must be studied taking into account how and what you want to communicate. The economic return is not immediate, but it is accompanied by other social benefits. Pedro Robledo , Sales Manager at Geazen, adds that there is a part of the business that is not being exploited. Pedro Ojeda insists on the advertiser's return taking into account what has been obtained and what can be achieved, as well as the fact that the user is the one who directs and decides the future of affiliate marketing.

According to these experts, in 2012, affiliate marketing requires a change of mindset from both the media and advertisers to bring about convergence between the social media sector and affiliate marketing. For the best development of this market, affiliate programs should be implemented in niches where there is no competition in order to optimize results.