At a time when the momentum around French startups is accelerating, it’s clear that our entrepreneurs have undeniable strengths in the Internet, connected objects, data and artificial intelligence markets. In fact, France is home to the world’s largest startup incubator, Station F, created by Xavier Niel, and on the verge of becoming the world’s best incubator, according to Forbes magazine.
In this vast ecosystem, we’re particularly interested in media sites. Do you know Criteo? This small start-up launched in 2005 by Jean-Baptiste Rudelle. Or, more recently, Dealabs, a Lyon-based start-up founded by two students in 2011? Or Cuponation, a start-up from the Rocket Internet incubator, which opened its French subsidiary in July 2015? What do they have in common? They have succeeded in conquering the Web to become real nuggets!
And yet, the path is strewn with pitfalls. In fact, 49.5% of media start-ups fail within the first 5 years. (Source: Insee). The Top 5 reasons for failure include failure to plan a business model, failure to target a real market need or, quite simply, a poor marketing strategy.
So what do our French nuggets have in common? Unsurprisingly, affiliation… But how do they make the most of it? We’ll help you understand in 3 key points.
Become visible with affiliation
With more than 5,000 affiliate programs on the French market, either adhering to a technical partnership management solution, or directly attached to an affiliate platform like Effinity, the market is vast for you to distribute and test your solution. With years of expertise at the heart of their customers’ acquisition strategies, affiliate platforms are constantly on the lookout for new business to meet their advertisers’ needs: traffic generation, brand discovery, boosting conversion, or even improving the customer experience (chatbot / virtual assistant), there are as many partnership possibilities for startups as there are subjects raised by customers.
Having your commercial offer listed on affiliation platforms becomes an excellent way of distributing it and testing it with major advertisers, retailers and others. At Effinity, a dedicated team is in charge of distributing and proposing your offer to all our teams and customers.
Choose a business model that meets your objectives
In 2018, the notion of partner platform is more than ever at the heart of exchanges. Indeed, at Effinity, we take our advertisers’ entire web ecosystem into consideration, and adapt our publishers’ business models to suit the role of each.
So, depending on the objective of your solution, we offer you pay-per-view (CPM), pay-per-click (CPC), pay-per-visit (CPV), pay-per-sale (CPA), pay-per-form (CPL) models… Once again, there are as many pay models as there are different partnership objectives.
This is an excellent way for you to understand the expectations of e-tailers, but above all, to test different business models according to demand. In this way, you’ll be opting for a reliable and efficient business model.
Be in direct touch with market expectations
An undeniable advantage offered by affiliation platforms is the opportunity to take part in exchange meetings with our customers. As a true contributor, you’ll be part of the team in charge of developing our advertisers’ business. As such, you’ll meet web decision-makers (marketing manager, e-commerce director, acquisition manager, communications manager, traffic manager, etc.) at meetings organized by your affiliate platform.
At Effinity, we offer exchange zones throughout France! Whether you’re in the north (Roubaix), south (Montpellier), south-west (Bordeaux), or in the Paris region, we welcome you to discuss your issues! Or those of our customers!
Are you convinced? The best solution is testing. Follow in the footsteps of Critéo, Dealabs and Cuponation, and take advantage of this lever to boost your business! Don’t hesitate to contact our teams – we’ll take care of the rest…
