This week in our Meet the Member series, we speak to Marthe Berlin, Regional Vice President of Publisher Development at impact.com, one of our new Silver members. Marthe talks all things impact.com, why they’ve joined The APMA and what trends she thinks will be important in 2024.
Tell us a little bit about impact.com
impact.com is the world’s leading partnership management platform working with global brands to transform the way businesses manage and optimise all types of partnerships from traditional affiliates to content creators. Our purpose-built, intuitive platform makes it easy for businesses to create, manage, and scale an ecosystem of partnerships with the brands and communities that customers trust to make purchase decisions. Some of our global enterprise brands include TUI, Uber, Shopify, Lenovo, L’Oreal, Skyscanner and Levi’s who trust impact.com to help scale their partnerships marketing efforts.
What do you feel you bring to the affiliate mix?
As an easy-to-use purpose-built partnerships platform, impact.com helps to bring together global brands of all sizes and a large variety of partner types to help all partners to build and scale successful partnerships globally. Impact.com offers a variety of tools to both brands and publishers that helps them to identify and connect with the right partner and scale their partnerships. Our innovative tech is ever evolving to make partnerships marketing more intuitive, measurable and scalable and to allow brands access and the ability to work with innovative partners globally.
When you speak to your clients, what is their general feeling towards the affiliate and partner marketing channels?
It is very positive. The channel continues to evolve and create more opportunities for brands. Lots of brands are still seeing a general growth trend and the channel gaining more respect and priority internally. That said, there are obviously client concerns about future elements of the industry – many of the topics that The APMA are looking to address.
What could The APMA be doing to help build closer relationships with them and secure bigger budgets?
The APMA have made a really strong start in making their presence felt and engaging with stakeholders online and at events. Helping to drive insight into size and growth of the industry and different verticals within it, would be very useful for clients.
Why did you want to become a member of The APMA?
We strongly believe that the industry will benefit hugely from a centralised and engaged industry body to bring together various stakeholders for discussion and to tackle industry challenges. Providing a forum for members of the industry to come together and network, collaborate and engage each other will help members of all seniority levels to build new connections and strengthen existing relationships within the industry, as well as provide an opportunity to continue to learn and stay up-to-date on innovations and trends.
Are there any specific APMA projects that you want impact.com to be part of?
Tracking, training (impact.com have our own industry training academy, PXA, and we’re passionate about providing education and enablement for all players in the industry), publisher accreditation, full funnel awareness and open banking are all areas we’d love to get involved in and support on
What is the number one topic you think the industry should be tackling in 2024?
We would like to see the industry coming together to tackle changes in how the channel can achieve fair and complete tracking and channel attribution in a changing landscape.
What other trends are you anticipating will be front of mind?
Cookie consent banner changes and cookie deprecation will impact the channel greatly, so we expect to see more conversations around these changes this year.
Thanks to Marthe, if you want to find out more about impact.com, please visit their APMA profile.