Keeping up with consumer trends in the fast-paced e-commerce industry is crucial.
Brands need to know what the customers want, why they need those products & services, and how they make purchases at every touch point through the funnel.
Dhavinya (Affiliate & Partnership Manager, Photobook) and Jack Low (Head of Banking, RinggitPlus) share their thoughts on pivoting their strategies in affiliate marketing based on consumer trends.
The Involve Roundtable Event took place at Komune Co-working Space in Bangsar South, on 22nd July, 2022.
Understanding the Customer Journey
Looking into the customers’ preferences and experiences in shopping online is vital for brands to come up with products and services that cater to their target audience.
Dhavinya shared that they “need to be on top with the consumers’ minds – what they are thinking about and what they are interested in.”
For example, most customers shop online when Photobook runs thematic and travel-centric campaigns, contributing to sales growth. So they focus more on developing these campaigns that get customers to shop more during peak periods.
Jack Low said customers look for the best credit cards and personal loans online. However, they did not approach this due to competition. Instead, they are looking into more unique routes to reach out to their customers, which are consumers who make comparisons between bands and RinggitPlus.
Since the COVID-19 pandemic, RinggitPlus has provided excellent digital banking services for banks and their customers by creating hassle-free and more effortless online applications for credit cards and personal loans.
Providing Targeted Campaigns & Educational Content
Like Photobook and RinggitPlus, brands provide tools and knowledge to help Involve Partners learn more about the product & services.
Photobook focuses on running these campaigns based on the performance in sales and customers’ preferences:
- Thematic: Photobook Anniversary, Merdeka, Valentine’s Day, Mother’s Day, Father’s Day
- In-house: Double-Dates, Prepaid Deals, Bulk Purchase Discount
- Category-based: Travel photobooks, photo prints, desk calendar
Photobook also displays information on their landing page where Involve Partners can find and select the products and promotions they would like to feature on their content.
RinggitPlus provides guidance and information to Involve Partners to know more about their products and services such as credit card subscriptions.
RinggitPlus shares detailed steps to help ease the process instead of overwhelming them with heavy-loaded information.
For example, RinggitPlus encourages Involve Partners to promote weekly deals where new customers will get exclusive gifts after signing up for participating credit cards. Involve Partners will get up to RM14 for each successful credit card application.
Optimising Strategy with Involve Partners’ Promotions
Photobook and RinggitPlus monitor the Partners’ promotions and sales growth to plan their next steps in implementing better affiliate marketing strategies.
“KOLs and blogs are becoming more popular these days, so we are considering collaborating with potential Involve Partners of those categories in the near future,” Dhavinya shared. “We want to be more active in providing clear information about coupon codes to Involve Partners to avoid confusion such as expiry dates and usage for certain products.”
For RinggitPlus, the spikes in terms of sales are essential for them to learn when customers sign up for participating credit cards and receive exclusive gifts. “Hence, we can optimise our strategy and know the exact time we can push our campaigns to Involve Partners,” Jack Low added.
Wrapping it Up
To drive growth in sales via affiliate marketing, brands need to:
- Be in the customers’ shoes where customers engage with content and purchase products & services online
- Provide practical tools (such as campaigns and educational guides) to help Partners create engaging content
- Monitor overall performance consistently to craft concrete strategies
Want to expand in promoting niche brands like Photobook and RinggitPlus? Click below to sign up as a Partner at Involve.
Looking to grow sales and connect with Partners? Sign up as an Involve Advertiser to kickstart your affiliate marketing journey.
