He affiliate marketing is focused on getting results, such as generating sales or generating leads for a brand, and allows advertisers to pay for the performance of campaigns, and affiliates (websites, blogs, content networks and influencers) generate income from the performance of the campaigns of the promoted products or services.
Argentina ranks third, after Mexico and Brazil, in Latin America in terms of affiliate marketing. Mexico leads with 45% penetration of affiliate marketing, while Argentina has 19%, as reported to iProfessional Gaston Fonzofounder and CEO of Digital Hub, a company specialized in accompanying brands in the digitalization process.
In June this company launched Affiliaa business plaza that connects advertisers and Internet sites and allows both actors to access results-oriented advertising campaigns, based on the concept of affiliate marketing.
According to the consultant Statesman, it is estimated that in 2022 affiliate marketing mobilized 8.2 trillion dollars in the United States. Globally, according to BloggingX statistics, the industry is worth $12 billion.
In 2022, Digital Hub billed 750,000 dollars, and plans to grow 120% in billing by 2023 and expand to other markets in America, such as the United States, Colombia and Central America, Fonzo reported in the following iProfessional interview.
-What are the differences and advantages of affiliate marketing over programmatic buying, native advertising, audio and video, and social media and platforms?
-affiliate marketing works transversally with all media and advertising platforms. It draws on audiences and formats, both specific and generic, in order to reach the largest number of users possible.
Affiliate marketing is presented as an excellent resource in planning a brand.
The goal of affiliate marketing is to be able to bring offers and promotions to users who may be interested in acquiring goods and services digitally, thus generating a direct affinity channel with brands and advertisers that use these programs to generate performance-based actions. In particular, the formats that we have detected with the greatest impact are display, video and native advertising.
-How do you face the risks of fraud in affiliate marketing? For example, before doubtful transactions.
-The affiliate marketing industry is subject to various tools to improve its practices and provide more and better results to advertisers. In this sense, since the industry has scaled forcefully, starting in 2016, many “tech” tools have been incorporated to debug traffic qualitythe quality of the “leads”, the “contactability” of new clients and many other methodologies that have provided a lot of quality and specificity within the industry at a global level.
All these practices have allowed many brands and advertisers to consider within their marketing actions the inclusion of affiliate programs.
-What are the main activities that use affiliate marketing?
-In recent years we have detected a sustained growth on the part of brands in the consideration of affiliate programs in their digital marketing strategies. In this sense, industries such as the automotive, financial, insurance, mass consumption, “ecommerce”, “online” loans, bankingamong other.
-How is the situation of affiliate marketing in Argentina? How did it behave in 2022 and what is expected for 2023?
-Argentina is one of the countries within the emerging markets in affiliate marketing that has developed with Lots of power in the last three years.
Based on the events that arose from the pandemic and the force that the digital channels as the undisputed communication methodology for brands and advertisers, it has generated a sustained momentum in the online promotion of goods and services.
Affiliate marketing works transversally with all media and advertising platforms.
Affiliate programs have strongly supported the growth of the rates of digital consumption and important industry developments are projected for the next three years.
In specific terms, within the region, Argentina ranks third, after Mexico and Brazil, as the main countries that have used affiliate marketing to achieve greater and better results in digital performance. Mexico leads in Latin America with 45% penetration of affiliate marketing, while Argentina has a 19% “share”.
-What are the main obstacles facing affiliate marketing in Argentina? For example, legal, tax.
-As for the entire digital industry in general, Argentina always presents a special challenge in the development of this type of strategy and business. Our characteristics as an emerging economy, added to the exchange rate volatilityrepresent a constant challenge for companies that are involved in the online industry.
In particular, affiliate marketing has been able to adapt quickly to these conditionswhich has allowed many advertisers in recent years to adopt these types of strategies as part of their marketing strategies.
Specifically, current legislation and the tax schemes They have not been an impediment to the deployment of these tools. The extensive process of digitalization of goods and services companies has caused their marketing departments to adopt technological tools that allow them to reach more users, without having a superlative increase in costs in their digital investments, a scheme that was used and promoted by affiliate marketing. .
-What impact do exchange restrictions and high inflation have on affiliate marketing in Argentina?
-The particular characteristics of the Argentine economy represent a challenge when thinking about generating an investment in digital channels. Affiliate marketing intervention has helped many companies achieve higher sales and new customers without the acquisition cost by those users was higher.
Gaston Fonzo.
In fact, one of the great attributes of this type of strategy is improve return rates and the cost of customer acquisition of new digital users.
This is why affiliate marketing is presented as an excellent resource in the digital marketing planning of a brand or advertiser, since it supports digital performance, optimizing costs and expanding the capillarity in the reach that a brand could develop within its digital media mix.
-How is Digital Hub’s regional expansion plan?
-Digital Hub currently has offices in Mexico, Argentina, Italy and the United States. We are following a very interesting path as a “startup”, constantly learning about the best practices and trends in the affiliate marketing industry in mature countries, with the main objective of being the leading company in Latin America in this industry in the next three years. .
Our expansion plan for the following months finds us opening offices in Colombia, Brazil and Chile. In this way, we will be able to give support and commercial deepening to each market and expand our presence throughout the region.
We hope in the coming months to be able to close our first investment rounda process that we are carrying out with great enthusiasm to add new muscles to our project.
