Continuing the series of my Google Affiliate Network Client Summit 2012 videos [video 1 in this post | video 2 here], today I’d like to bring you a video I shot in the heart of stunning St. Petersburg, Russia.
Google asked me to express my thoughts on “affiliate marketing around the globe” — particularly, what I think about the expansion of the affiliate business into markets beyond the United States.
My reply will surprise some (after all, being Russian am I not expected to stand for Russia first and foremost here? I do, but as expressed here to a reasonable degree), but here it is:
While we should be monitoring what’s happening in the online economies of the 4 BRIC countries (Brazil, Russia, India, China), the top three countries to consider are not among these. When looking to expand beyond the USA, look at (1) the United Kingdom, (2) Germany, and (3) France — in this order. Localize your creatives, landing pages, and partner with local agencies to help you recruit the right affiliates, and provide program support in respective languages.
By the way, with localization into German and French you will not only cover Germany and France, but become open to Austria, Switzerland, French-speaking Canada, and Belgium.