According to the report The Global Payments Report 2022, by FIS, the global e-commerce market is expected to grow by 55.3% by the end of next year, reaching a transaction value of over US$ 8 trillion. In Brazil, the scenario is even more promising, with a forecast of a 95% increase in online sales, reaching a total of US$ 79 billion. This outlook is encouraging, however, to achieve the goal, brands need to go beyond classic sales strategies (such as discounts and free shipping) and marketing by promoting content not only on social networks, especially in the beginning of the year, a period marked by project reviews and planning for the next cycle.
Today, the market itself already offers alternatives that have a greater impact on this relationship between brand and audience, but are often overlooked, such as affiliate marketing.
Indication Work
One of the main examples is affiliate marketing, a strategy in which partners promote products or services of a brand in exchange for commissions for sales or actions taken from recommendations. This proposal allows companies to expand their reach and sales without direct investment in advertising, as payment is made only for results generated by affiliates.
To give an idea of the impact of the strategy, in the United States, affiliate marketing represents about 15% of total digital media revenue and 16% of e-commerce sales during the year 2024. Considering the local situation, the tactic has gained even more strength. According to a report by Admitad, the number of affiliates in Brazil increased by 8% in 2023. It is worth mentioning that retail dominates the expansion of the concept in the country, accounting for 43% of the revenue in this market.
For the coming years, one of the major trends is the integration of artificial intelligence into affiliate campaigns. This is because technology will be used to optimize content creation, segment audiences more precisely, and even predict consumption trends. In other words, brands will be able to offer personalized and more relevant promotions to the public, maximizing conversions based on data collected and evaluated in real time.
Furthermore, more and more consumers are using virtual assistants to find offers, requiring an adaptation in SEO strategies to ensure that your promotions and products are listed first in searches. For retailers, this optimization can be an interesting competitive advantage aiming to improve the affiliate’s performance and partner brand.
Influence of all sizes
Another essential aspect is strategies focused on social networks, especially with the support of micro and nano-influencers. Despite having smaller audiences, these creators tend to have high levels of engagement and trust, making them a safe bet. Their authentic recommendations, combined with exclusive offers, tend to have a significant impact on sales.
Aligned with this, it is important to bear in mind that the practice of influencer marketing is very powerful in Brazil, as the country is a global leader in the number of digital influencers on Instagram. According to Nielsen research, there are more than 10.5 million influencers with approximately a thousand followers on the network, as well as another 500 thousand with over 10 thousand fans.
Again, AI comes into play as a tool that facilitates correspondence between brands and content producers. Furthermore, it enhances offer customization, adjusting them based on user behavior.
Money coming and going
Finally, cashback and coupon strategies remain popular, especially in periods of economic instability. Companies that promote these offers have a greater chance of attracting consumers looking to maximize their discounts, as the benefit stands out prominently among loyalty actions, according to research released last year by the Brazilian Association of Loyalty Market Companies (Abemf).
Therefore, it can be said that brands investing in innovative strategies, such as affiliate marketing, intelligent use of AI, and the power of micro-influencers, have a greater chance of capturing consumer attention and increasing their revenues. After all, personalized and relevant experiences have the power to turn purchase intentions into sales conversions.
