ClickDealer’s Guide to Staying in The Green During COVID-19
The global COVID-19 outbreak affects the marketing industry immediately, as we have to be receptive to the needs of customers whose lifestyles have undergone a major change over the course of a few weeks. There are many prognoses on the end date of this crisis, but predictions are not always an exact science, so the smart thing to do is to figure out how to operate under the new conditions. Our team has learned a lot over the past 3 months, and we would like to share some of our observations on what works, what doesn’t, and how to make the most of the situation.
The choice of vertical is a good jumping off point, because the countermeasures to COVID-19 brought some industries to the forefront and left others struggling. Obviously, the travel market isn’t doing well right now, so let’s figure out the state of ClickDealer’s key verticals during the pandemic.
E-commerce
It’s a selective game with e-commerce campaigns. Before setting anything up, you must check the state of postal services in the country of your choice and determine the top commodities for the region. Once you do, however, it is quite probable to find a winning campaign and establish very profitable supply lines.
Vouchers
Can’t go wrong with vouchers, even in this trying time there is no disruption to the current market. Look for online shopping coupons and gadget vouchers for maximum effect while users shop from home and look for deals.
Dating
Dating is hit or miss, but unlike e-commerce where you have to look at countries and goods, dating is about the type of offers that you run. The more online the service – the better. Rightly now applications like Tinder and Bumble are less appealing with social distancing, and all the great date spots are closed down. Look to webcam products and other digital dating platforms as users seek that human connection while at home.
Streaming
This is a surefire option, because watching movies or TV series snug at home is one of the first choices for anyone facing a quarantine. At the same time, sports streaming products are out the window with the cancellation of almost all professional sport. The usual rules apply for TV & Movies, and some offers perform better than others, but we’re seeing a rise in volumes and ROI across the board.
Insurance
Insurance products are not only an evergreen vertical, but in times of crisis they are a go to for many customers looking for extra levels of security and peace of mind. Automotive, home, life and health insurance products are all key markets for publishers.
Outside of verticals, there are several industry dynamics and marketing trends caused by the global emergency that we would like to tell you about. Developments that every affiliate who wants to adapt quickly and successfully should be aware of. We have quotes from several of ClickDealer’s leading experts sharing their insights and observations for you during the pandemic.
Lena Tsybizova, Head of Affiliates at ClickDealer
“COVID-19 poses a real challenge to affiliate marketers. On one side, you have an unbelievable amount of volume from all the people browsing the internet during the quarantine. On the other, there are countless changes to the way every industry functions during the circumstances, calling for the same amount of changes in your campaigns if you want to stay afloat.
Smartlinks are an easy way out of the situation if you have the traffic. We are noticing a sharp rise in metrics across the board with ClickDealer SmartLink, indicating that programmatic funnels adapt faster than man-made ones, and if you have a lot of volume – it’s sometimes more efficient to let the algorithms do the heavy lifting.”
Henry Whitfield, Global Head of Supply at ClickDealer
“One of the biggest changes in our industry during the pandemic can be seen in ad creatives. A lot of marketers are using the situation as a promotional angle in their campaigns. It’s an extremely thin line to tread and we’ve been proactive in enforcing our compliancy guidelines. Your ad copy can turn from relevant to fearmongering or from informative to misleading in a matter of a few words and we take that very seriously.
Focusing on products or services that help customers is a great way to not only generate revenue from new campaigns, but also feel good about the campaigns you’re running. Look to verticals like insurance, finance and other lead generation campaigns as a way to do this.”
Coronavirus has considerably shaken up the online marketing landscape, but if there’s anything a successful affiliate is good at, it’s adapting to change. We at ClickDealer certainly are, and hopefully our experiences will help your business withstand the global crisis as well.
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