According to the reportThe Global Payments Report 2022According to 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 outlook is even more promising, with a forecasted 95% increase in online sales, reaching a total of $79 billion. This perspective is encouraging, but to achieve the goal, brands need to go beyond classic sales strategies (such as discounts and free shipping) and marketing, by promoting content only on social media, especially at 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 the relationship between brand and audience, but which are often overlooked, such as affiliate marketing.
Referral work
One of the main examples is affiliate marketing, a strategy in which partners promote a brand's products or services in exchange for commissions on sales or actions taken based on recommendations. This proposal allows companies to expand their reach and sales without direct advertising investment, as payment is made only for results generated by affiliates.
To get an idea of the strategy's impact, in the United States, affiliate marketing accounts for about 15% of total digital media revenue and 16% of e-commerce sales during 2024. Considering the local context, 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 noting that retail dominates the expansion of the concept in the country, accounting for 43% of the revenues 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, target audiences more precisely, and even predict consumption trends. In other words, brands will be able to offer personalized and more relevant promotions to the audience, maximizing conversions based on data collected and evaluated in real time.
Furthermore, more and more consumers are using virtual assistants to find deals, requiring an adaptation in SEO strategies to ensure that your promotions and products are the first to be listed in searches. For retail, this optimization can be an interesting competitive advantage aimed at improving the performance of the affiliate and the partner brand.
Influence of all sizes
Another essential aspect is the strategies focused on social media, especially with the support of micro and nano-influencers. Although they have smaller audiences, these creators tend to have high levels of engagement and trust, making them a sure bet. Your authentic recommendations, combined with exclusive offers, tend to have a significant impact on sales.
Aligned with this, it is important to keep in mind that the practice of influencer marketing is very powerful in Brazil, as the country is the world leader in the number of digital influencers on Instagram. According to Nielsen's research, there are over 10.5 million influencers with approximately one thousand followers on the network, in addition to another 500,000 with more than 10,000 fans.
Again, AI comes into play as a tool that facilitates the match between brands and content creators. Additionally, it enhances offer personalization by adjusting them based on user behavior.
Money that comes and goes
Finally, cashback and coupon strategies remain popular, especially during periods of economic instability. Companies that promote these offers have a greater chance of attracting consumers seeking to maximize their discounts, as the benefit is prominently displayed to the public among loyalty actions, according to a survey released last year by the Brazilian Association of Loyalty Market Companies (Abemf).
Therefore, it is possible to say that brands that invest in innovative strategies, such as affiliate marketing, the smart use of AI, and the power of micro-influencers, have a greater chance of capturing consumers' attention and increasing their revenues. After all, personalized and relevant experiences have the power to turn purchase intentions into sales conversions.
