According to the report The Global Payments Report 2022, from FIS, the global e-commerce market is expected to grow 55.3% by the end of next year, reaching a transaction value of more than US$ 8 trillion. In Brazil, the scenario is even more promising, with a forecast of an increase of 95% in online sales, reaching a total of US$ 79 billion. This perspective is encouraging, but to achieve the goal, brands need to go beyond the classic sales strategies, (such as discounts and free shipping), and marketing, when disclosing the contents only in social networks, especially at the beginning of the year, marked by the definition of projects.
Today, the market itself already offers alternatives that generate a greater impact in this relationship involving brand and audience, but that are often left aside, 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 made from recommendations. Such a proposal allows companies to expand the reach and sales without direct investment in advertising, since the payment is made only by results generated by affiliates.
To get 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. Thinking about the local conjuncture, the tactic has gained even more strength. According to a report by Admitad, the number of affiliates in Brazil increased 8% in 2023. It is worth saying that retail dominates the expansion of the concept in the country, being responsible for 43% of revenues from this market.
For the next few years, one of the big trends is the integration of artificial intelligence in affiliate campaigns. This is because, technology will be used to optimize content creation, segment audiences more accurately and even predict consumer trends. That is, 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.
In addition, more and more consumers are using virtual assistants to find offers, requiring an adaptation in SEO strategies to ensure that their promotions and products are the first to be listed in the searches.For retail, this optimization can be an interesting competitive differential aimed at improving the performance of the affiliate and the partner brand.
Influence of all sizes
Another essential aspect is the strategies aimed at social networks, especially with the support of micro and nano-influencers. Despite presenting smaller audiences, these creators tend to have high levels of engagement and trust, which makes them a sure bet. Their authentic recommendations, combined with exclusive offers, tend to generate a significant impact on sales.
In line with this, it is important to keep in mind that the practice of influencer marketing is very powerful in Brazil, since the country is the world leader in the number of digital influencers on Instagram. According to Nielsen research, there are more than 10.5 million influencers with approximately one thousand followers on the network, as well as another 500 thousand with more than 10 thousand fans.
Again, AI comes on the scene as a tool that makes it easier to match brands and content producers.In addition, it enhances the personalization of offers by adjusting them based on user behavior.
Money that comes and goes
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 seeking to maximize their discounts, since the benefit appears in evidence by the public among loyalty actions, in a survey released last year by the Brazilian Association of Loyalty Market Companies (Abemf).
Brands that invest 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.
