Tag: impact.com

Singapore – Mega and macro influencers are influential in Singapore, recognised by 48% and 46% of respondents, but their impact on purchase recommendations lags behind the Southeast Asian average, a study by impact.com and Cube Asia revealed. 

The report found that while mega and macro influencers hold the highest sway in Singapore, their impact on purchase recommendations is below the Southeast Asian average, with only 67% of respondents following influencer suggestions compared to 82% regionally.

Influencers have a notable impact on beauty and fashion purchases in Singapore, influencing 57% and 55% of respondents, respectively. Additionally, 41% of consumers value endorsements from influencers, underscoring the ongoing significance of influencer recommendations.

Based on this data, the report suggests that brands can drive significant engagement, enhance visibility, and build trust with their target consumers by strategically partnering with influencers.

The report also revealed that YouTube is the most popular platform in Singapore, with 83% of users, followed closely by Facebook at 80%. These figures are in line with Southeast Asian averages, where YouTube is used by 88% of consumers and Facebook by 84%.

Subscription models have gained prominence across various industries in Southeast Asia, with 86% of residents now subscribed to at least one service.

In Singapore, the media & entertainment sector leads the subscription trend with a 67% adoption rate. The report revealed that influencers play a crucial role in driving growth in this category, with their impact also extending to other areas such as news & literature (86%), pets (85%), and health, wellness & food (81%).

Interestingly, live commerce has also gained traction across e-commerce and social media platforms, with 77% of Singaporean consumers using at least one platform, although this figure falls short of the Southeast Asian average of 88%.

TikTok and Facebook are the most popular platforms for live commerce, each utilised by 49% of users. Singaporean consumers primarily engage with live commerce content to find good deals (55%), which is the top motivation across Southeast Asia. Other reasons for engagement include enjoying entertainment (55%), and reading product reviews (53%).

Meanwhile, the report further found that Singapore leads the region in flight purchases, with 63% of consumers making a purchase in the past year. Among these, accommodation bookings are the most popular, with 69% of Singaporeans buying them, while 56% purchased activities and attractions. Furthermore, 90% of respondents reported buying at least one travel product in the past 12 months, surpassing the Southeast Asian average of 85%.

“In Southeast Asia, the e-commerce landscape is shifting rapidly, moving beyond mere expansion to a critical need for strategic differentiation. Traditional advertising channels are losing their impact as consumer attention shifts to more authentic and engaging content. Influencer marketing is no longer just an option—it’s a necessity. Our latest report reveals a powerful truth: influencers are driving conversions not just in physical goods but also in high-growth sectors like online travel and subscription services,” said Antoine Gross, general manager for Southeast Asia and India at impact.com. 

Gross added, “Through multiple consumer surveys and expert consultations with top brand marketers and creators, we’ve uncovered that the recommendation power of influencers is reshaping the way brands connect with audiences in Singapore and across the region. The time to act is now. Brands that fail to pivot to influencer marketing risk being left behind.”

Singapore – Global partnership management platform impact.com has launched ‘impact.com/advocate,’ a customisable customer referral marketing solution that empowers brands to engage their customers effectively with tailored offers. With custom and highly engaging referral programs that fit their unique business needs, brands can now build authentic, profitable, and scalable partnerships with their customers.

With ‘impact.com/advocate,’ brands can build flexible, fully automated referral marketing programs that are straightforward to manage and easy for their customers to use. The platform streamlines customer referral marketing, known for its ability to drive customer advocacy, community, and attract new customers entering the discovery phase.

The new solution builds on impact.com’s 2023 acquisition of SaaSquatch, a best-in-class provider of customer referral software. The native integration of SaaSquatch’s offering with impact.com’s innovative platform allows brands to leverage customer referrals via impact.com’s existing suite of tools and technologies, providing the most robust and comprehensive partnership marketing ecosystem.

Moreover, with ‘impact.com/advocate,’ brands will be able to build programs that fit their unique strategy and business goals with impact.com’s flexible and configurable program builder, as well as offer rewards their audiences care about and incentivize participation by gamifying their programs with leaderboards and reward exchanges. 

In addition, it will allow brands to create on-brand and easy-to-use referral experiences and embed them at top conversion points in the customer journey, and review and optimise a program’s performance with impact.com’s robust tracking and analytics capabilities.

Antoine Gross, general manager for Southeast Asia and India at impact.com, said, “Today’s modern buyer no longer trusts conventional advertising techniques; they’re seeking out reviews and recommendations from people they can trust and searching social media where they can see the product being used. And we’re seeing that referrers aren’t just making recommendations for their own benefit, but they’re altruistically helping their network access great products and benefits. It’s a type of partnership that feels less transactional, and driven more by genuine care and connection, which adds a unique depth to our offering.”

He added, “With the launch of impact.com/advocate, brands can access a seamlessly integrated referral partnership solution that empowers them to engage their customers authentically through tailored referral programs. All while allowing them to manage all their partnerships — traditional affiliates, influencers, media publishers, other businesses and now customer referral marketing — from one, unified platform.”

The new marketing solution launch follows impact.com’s impact.com recent research on the state of referral marketing in Singapore, revealing that consumers in the country overwhelmingly rely on peer recommendations for purchase decisions. 

It found that a staggering 83% say a recommendation or referral from someone they know is important, with nearly half (49%) of young adults (aged 18-35) finding it very influential. This preference aligns with the decline of traditional advertising effectiveness, with only 2% finding ads impactful in their buying choices. 

Interestingly, while recommendations are valued, 1 in 5 shoppers in the country (18%) feel uncomfortable recommending solely for a reward. This highlights the power of genuine endorsements, with 68% of referrers preferring a system that rewards both themselves and the recipients.

Singapore – Travel marketing agency Affilired and partnership management platform, impact.com, have joined forces to provide travel and hospitality brands in Southeast Asia with a powerful solution for affiliate marketing success.

This collaboration leverages Affilired’s deep travel industry expertise and impact.com’s best-in-class partnership management platform to unlock new markets, optimise campaign performance, and drive measurable growth for industry leaders.

The partnership with impact.com positions Affilired to accomplish significant business objectives for their clients in Southeast Asia, primarily focus on expanding their reach into previously untapped markets such as Vietnam, Philippines and also the African continent.

Additionally, they plan to harness impact.com’s solutions to refine affiliate marketing strategies and enhance performance, thereby driving growth and fortifying their foothold within the travel industry.

Talking about the partnership, Diego Gomila, chief executive officer of Affilired, said, “At Affilired, we’re firm believers in collaborative innovation to drive the travel industry forward. Our partnership with impact.com exemplifies this ethos, merging expertise and resources to elevate travel experiences worldwide. Together, we’re not merely navigating; we’re pioneering uncharted territories, shaping the future of travel through our mutual dedication to excellence and innovation.”

Meanwhile, Antoine Gross, general manager, Southeast Asia & India at impact.com, commented, “This partnership creates a powerful synergy between Affilired’s travel-focused expertise and our award-winning technology. Together, we offer a comprehensive solution for travel and hospitality brands, unlocking new avenues for market reach and growth. This collaboration will position Affilired and impact.com as the preferred go-to solution for driving success in travel affiliate marketing across Southeast Asia.”

Singapore – Global partnership management platform impact.com has announced the launch of ‘impact.com / creator’, a unified influencer marketing platform that allows advertisers to discover, create, manage and scale full-funnel influencer marketing programs from a single interface. 

Said platform brings creators and brands together in a single platform to discover new partnerships, contract, manage, pay and optimise those partnerships based on comprehensive performance insights.

Moreover, the technology provides a marketplace for brands to find new partners based on filters such as geographical location, social platform, follower size, vertical, and soon, AI-based recommendations and more. The two-sided nature of the platform also allows creators to seek out brand collaborations. 

This empowers brands and creators to collaborate efficiently and view performance in one platform. Now everyone, from CMOs and VPs to managers and coordinators, can understand the incremental awareness and revenue that their partnerships are driving.

Brands can also diversify their partner mix and compensate them with a variety of models, from CPA and commission to flat fees or combinations of both.

David A. Yovanno, CEO at impact.com, said, “We recognise that marketers require innovative technology to stay ahead of developments within the fast-paced creator economy, which is why we’ve created an industry-first creator partnerships management platform.

He added, “Creators are a critical and expanding part of our industry, and with impact.com / creator, we are enabling clients not only to scale these partnerships, which is notoriously difficult, but also to help establish longer-term relationships. But first, brands must know what’s working, and tracking and performance insights are where impact.com has been leading the market for some time.”

Ayaan Mohamud, the Regional Vice President for Marketing at Asia-Pacific at impact.com, has been named as one of the winners of ‘Empowered Women in Marketing’ category at MARKETECH APAC’s inaugural recognition initiative for women leaders in the industry, Empowered Women Awards 2023. 

Prior to joining impact.com, Mohamud was previously with online advertising company Sizmek before it was acquired by Amazon. During her stint at her previous company, she was able to establish the company’s APAC marketing function from scratch, spanning employees across SEA, China, Japan, and Australia.

Leading regional awareness of the partnership economy

Mohamud has been instrumental in expanding impact.com’s presence in the region through the implementation of agile and innovative marketing strategies and programs. Some of these strategies include hosting multiple industry events across APAC, securing customer testimonials and written case studies, as well as scoring dynamic collaborations with e-commerce brands and media agencies.

It is also worth noting that under her leadership, impact.com’s marketing drove a large chunk of the company’s revenue for 2022.

Blending visionary leadership with strategic thinking

Effective and results-driven: these are two of the key characteristics of Mohamud’s leadership since she joined the company in 2019. Aside from being involved in the critical role of hiring new marketing team members in the region, she has also strengthened her partnerships with industry bodies and shared her diverse thought leadership insights across various trade publications. 

Mohamud has helped strengthen the company’s relationship with industry bodies and led industry standards as part of the IAB Affiliate & Partnership Council. She was also involved in several of impact.com’s marketing initiatives during the lockdown. With these milestones in mind, she was then elevated to the current role of regional vice president of marketing for Asia-Pacific in 2022.

Her leadership, therefore, can be echoed by the phrase “getting great work done”, evident in her rapid role expansion and milestones in under 4 years.

Extending expertise to the wider industry and to aspiring women leaders

Outside of her larger leadership role, she is greatly involved in sharing awareness on performance marketing to wider industry circles, as well as showing her staunch support for social impact charity works. Moreover, she has also donned the mentorship hat and helped empower students to identify the skills they need to become future leaders and map out their future career paths.

She constantly upskills herself and has racked up multiple licenses and certifications in affiliate marketing and the partnerships industry, as well as being actively involved in being an industry voice for martech-related events.

Check out who else made it to Empowered Women Awards 2023 Winners’ list.

Singapore – Full-service media agency Mindshare and partnership management platform impact.com have both announced strengthening their partnership to continue developing the affiliate and partnerships industry in the Asia-Pacific region. 

With both teams running local operations in key markets like Singapore, Indonesia, Malaysia, China, and Japan, they are now able to provide influencer and content expertise as a unique value-add to clients beyond traditional online advertising channels.

Mindshare was also the first official, fully certified agency for impact.com across Asia Pacific. All APAC members of Mindshare’s specialised affiliate marketing unit underwent intensive training completing impact.com’s Partnerships Experience Academy (PXA), with online courses covering industry fundamentals and advanced product training to continue sharpening their skills and expertise on the channel to best serve their clients.

For Mark Turner, head of affiliate at Mindshare and GroupM APAC, as the affiliate channel and ecosystem prevails as a thriving growth opportunity for brands in the region, they have seen exponential growth.

“We’ve seen exponential growth, having gone from a specialist capability in Neo Media World serving two of Neo’s largest global brands to a service that is now embedded in Mindshare and engaged across the entirety of GroupM on a multitude of brands and markets. GroupM and impact.com’s collaboration brings together a world class partnership technology with the only APAC-wide and most established partnership agency. It is an extremely harmonious relationship which we greatly value and look forward to deepening our engagement,” Turner said.

Meanwhile, Antoine Gross, general manager for Southeast Asia at impact.com, commented that their mission as a company is to transform the way businesses are able to create, manage, scale and optimise an ecosystem of partnerships, creating a new customer acquisition channel for brands and expanding their marketing capabilities. 

“We’re delighted to deepen our relationship with Mindshare & GroupM APAC, as such partnerships allow us to supercharge our growth in Asia and in turn support more brands at a time when the online advertising landscape continues to evolve and create new challenges and opportunities for marketers,” Gross said.

Asia-Pacific – Global partnership management platform impact.com has announced the opening of its new office in Tokyo, Japan to further expand its business operations in the Asia-Pacific region.

The Japan team will be led by Country Manager Ryo Matsuzaki, who brings in a decade of technology, marketing, and sales experience to his new role. Matzusaki previously held senior sales and technology leadership roles at Appier Group and Google/DoubleClick. He was also Media.Monks’ first country manager in Japan for three years before moving to impact.com.

The expansion allows their platform and clients to create new partnerships worldwide, gain further traction in key verticals like fashion in Milan, and hire diverse leaders and market experts all over the world.

“impact.com’s roster of customers in Asia continues to grow at a rapid pace. Our expansion across Asia-Pacific over the last few years is further strengthened by the growth potential we see in the region. This is part of our commitment to broaden our local presence to effectively enable and support the creation and expansion of partnerships in these markets,” said impact.com Managing Director for APAC Adam Furness.

He also added, “We are excited to continue building innovative partnership technology solutions that support the forward thinking brands and creators we work with on a global scale.”

The new Japan team is expected to manage impact.com’s local customers and actively develop a network of top regional publishers and new businesses in the market. The company also aims to further its investment in additional resources to customise and localise its solutions in the new markets.

Furthermore, the APAC team will be assisted by impact.com’s recent senior hires: Country Manager for Indonesia Myre Gustam and Partner Development Manager for Southeast Asia Cris Tan.

With the Japan office launch, impact.com is now represented in 20 locations worldwide – seven in Europe and seven in Asia, including the newly opened offices in Milan, Italy, and Paris, France. The company is also seeing regional growth over the last three years after entering the Singapore, Malaysia, and Indonesia markets.

Singapore – YoloFoods, a healthy food delivery service in Singapore and Malaysia, has partnered with impact.com, a partnership management platform, to accelerate its affiliate and influencer marketing initiative – ‘YoloFoods Health & Wellness Programme’. 

Targeting healthy food junkies, the programme aims to incentivise and equip community ambassadors with information and resources on leading a healthy lifestyle.

In order to inspire and motivate more consumers to make healthy lifestyle changes across Singapore and Malaysia, the YoloFoods Health & Wellness Programme onboards affiliates and content creators on a commission-based reward system, to share reliable Health & Wellness information and offers with their respective audiences. To roll this out at scale, YoloFoods is leveraging the vast network of affiliates and influencers which impact.com provides.

Yolofoods said that as managing influencers and affiliates at scale requires many manual steps and reconciliation, having a robust platform like impact.com that automates contracting, tracking, payouts to affiliates, and data consolidation will help the platform to make more informed business decisions.

Alex Bauduin, CEO of YoloFoods, noted nutrition and wellness have always been a point of passion for them, and they’re excited to kickstart this strategic partnership with impact.com.

“This launch will not only allow us to make a positive mark on our local community, but is also an opportunity for YoloFoods to further scale our brand growth and customer acquisition in the region and increase our ROAS by tapping into the wider network of consumers while expanding beyond our existing channels,” said Bauduin.

Meanwhile, Antoine Gross, impact.com’s general manager for SEA, commented, “We are thrilled to be partnering with YoloFoods on this initiative. Great collaborations are a result of a common goal and shared values, and we look forward to helping YoloFoods grow their e-commerce business in Singapore and Malaysia and helping improve the wellness of local communities. 

“Joining a growing group of brands in the region who are finding success through affiliate partnerships, YoloFoods will be able to reach their target audience in an effective way while rewarding the affiliates who help make it happen,” Gross said.

Singapore – Global partnership management platform, impact.com, has announced new several client wins in the Southeast Asia region for the first quarter of 2022. The additional renowned brands include Crocs.com, Eqonex, and Yolofoods.

Antoine Gross, impact.com’s general manager for SEA, commented that they are delighted that the strong demand for affiliate and influencer marketing in SEA has enabled them to quickly scale up their operations.

“The online advertising landscape keeps evolving rapidly and is becoming increasingly challenging for brands to grow. Moving towards a cookie-less world, where mistrust among consumers towards traditional advertising is rising, it’s our mission to provide alternative ways for advertisers to grow beyond the duopoly of Facebook and Google and reach new customers and drive revenue for their businesses through partnerships,” said Gross.

Scaling up the team within SEA, impact.com has also appointed key hires, including Nicole Quah, the new head of influencer partnerships for SEA, and Cris Tan, the new partner development manager.

Singapore – Global partnership management platform, impact.com, has elevated Ayaan Mohamud, former regional marketing director at impact.com APAC, to step into the newly created position of regional vice president of marketing for APAC.

Following this move, impact.com has also appointed Laurence Nelmes, former business development representative at impact.com ANZ, to the newly created role of marketing executive for ANZ. In addition, it has also added bench strength to its local customer success, partnership, and sales teams, namely Deborah Kan, the new partnership development manager for ANZ, Hayley Tse, the new customer success manager for ANZ, Kim Sippel, the new corporate account executive for APAC, and Diana Letran, the new pre-sales solution architect.

According to impact.com, the new hires and promotions aim to support its rapid growth across Australia, New Zealand, Japan, China, and Southeast Asia, as well as to prepare for its launch into India in 2023.

Commenting on her appointment, Mohamud said that when she joined impact.com as their first regional marketing resource, she knew it was the opportunity of a lifetime to create a foundational APAC marketing strategy and build a local team to drive demand for a new category of marketing technology – partnership automation. 

“We’ve already exceeded our ambitious growth plans and I’m looking forward to leading our marketing team to new heights as we launch into Japan this year and India in 2023,” said Mohamud.

Meanwhile, Adam Furness, impact.com’s managing director for APAC, said that Mohamud has joined impact.com almost three years ago as their first marketing hire across APAC and has been a strategic and executional powerhouse since day one.

“She has been instrumental in helping drive our exponential growth across APAC with agile and innovative marketing initiatives that have helped raise awareness and understanding of the partnership economy. With more resources now available to her, the sky’s the limit to what she can achieve next,” said Furness.

In July 2021, impact.com has closed a US$150m round of funding at a US$1.5b valuation in preparation for an IPO, part of which was earmarked to enable the platform to double the number of its employees across APAC in 2022. To help nurture the significantly expanded team, Tanya Suna, former people development manager at impact.com for APAC, has been promoted to the newly created position of director of people and culture for APAC.