Wywiad z Fredericem Saigne, Keynote Speakerem IV Targów eHandlu

Tajniki reklamy efektywnościowej zdradza Frederic Saigne - Regional Manager Nordics & Eastern Europe w zanox, Keynote Speaker IV Targów eHandlu.

FP20: Internet is much more different from early days in 2000. What do you think about the power that it has today in shaping people views, socialization and shopping habits?

Frederic Saigne: Some days ago, i re-discovered the book “The Cluetrain Manifesto”, published in 2000. The book is describing exactly what happened with the Internet in the last 15 years. Today social and shopping are fully integrated, and the power is in the people-to-people communication.

FP20: How has social media and mobile marketing impacted affiliate marketing?

FS: Even though social media (mostly Facebook) can barely be considered as a sales channel, it definitely has an impact on the purchasing behaviour when looking as the whole customer journey. The impact of social media on affiliate marketing has been limited, though it’s an important channel in terms of brand awareness and interest. Mobile marketing is a different story. We use mobile devices to find products we love, compare prices, read reviews, know what our friends like, spread the news on social networks... the line between online and offline disappears, the internet has become mobile, people use online vouchers in the offline world. Our smartphones have become our shopping assistants. Therefore, affiliate marketing is playing an important role, because it’s integrated in this process of driving sales to our advertisers.

FP20: Many affiliate networks have exactly the same merchants and affiliate programs to offer to affiliates and also the same affiliates in their database. What is the USP (unique selling proposition) of Zanox in your opinion?

FS: We can afford to invest into innovation and higher service and expertise towards our advertisers and publishers. Our platform has a level of transparency that enables new business opportunities. Many Advertisers and Publishers see us as a strategic partner rather than an affiliate network.

FP20: If a small e-retailer or startup business is creating an affiliate strategy and programme for the first time what are the 5 most important success factors they should think through?

FS: 1- If you are a startup business, Affiliate marketing only is not enough. You need traffic to your website and conversions. THEN Affiliate marketing might be the right channel. 2- Be patient. We’ve seen small advertisers being successful after more than a year 3- Don’t go too fast. Don’t launch affiliate programs on too many countries at once if you don’t have the resources to manage it. 4- You will compete against the large e-commerce actors for the same publishers and the same traffic. Make the difference. 5- Try out, analyse, optimize, again and again. 6- And a last one: track mobile traffic!

FP20: Which key trends in affiliate marketing do you think are the most important to marketers managing affiliate programmes?

FS: Definitely Mobile. We see the recent developments in terms of usage of smartphones and tablets. Not only the users but also the publishers are getting mobile. Advertisers need to integrate these developments into their performance marketing strategy. Secondly: Performance Display and the usage of RTB (Real Time Bidding). It makes banner advertising profitable again, and offers great new opportunities in order to reach new audiences and deliver incremental sales, all this with focus on a greater ROI.

FP20: Are the affiliate programs better managed by an agency than by the merchant’s company itself?

FS: Insourcing or outsourcing performance marketing activities is a strategic decision. Consider the level of service you require as an Advertiser, add the cost you are ready to pay for that service, and the knowledge transfer you expect from an external partner. Every company has different needs, so both can work as long as you reach your objectives.

FP20: How do you see the future of eCommerce in Poland?

FS: eCommerce in Poland is developping at a much faster pace than it did in many European markets. It doesn’t have to do the same mistakes and can just adopt the most up-to-date innovative technology and concepts. On the other hand, payment methods, logistics, user behaviour and spending power can impact negatively the development of eCommerce. But seen from abroad, Poland is definitely one of the most important markets in Europe, expecially from a zanox perspective.

FP20: What advice would you give to someone starting an e-commerce business?

FS: Too many to be listed. But maybe just a few: 1- Be fast and patient 2- Stick to your idea but be open and flexible 3- Stay humble in what you do

FP20: On the 25th of April 2013 zanox will participate in Ecommerce Poland Trade Fair in Poznań. What are your expectation to these kind of events?

FS: Meeting people with expertise, discover eCommerce companies with high potential, get people to understand what performance marketing is all about.

FP20: Describe a day in the life of Frédéric Saigne

FS: 8 to 10 hours of intensive work - with clients and colleagues, not only digital! 3 young sons to take care of and entertain (what I usually call “my second job”). And always find time to discover new music.

FP20: Thank you very much and see you at Ecommerce Poland Trade Fair.

Frederic Saigne, zanox

Frederic Saigne będzie Keynote Speakerem na IV Targach eHandlu, zapraszamy 25 kwietnia do Poznania.