{"id":5261,"date":"2019-03-13T11:03:33","date_gmt":"2019-03-13T11:03:33","guid":{"rendered":"https:\/\/www.webgains.com\/public\/?p=5261"},"modified":"2021-06-25T15:20:06","modified_gmt":"2021-06-25T15:20:06","slug":"how-to-enter-the-italian-market-successfully","status":"publish","type":"post","link":"https:\/\/www.webgains.com\/public\/en\/how-to-enter-the-italian-market-successfully\/","title":{"rendered":"HOW TO ENTER THE ITALIAN MARKET SUCCESSFULLY"},"content":{"rendered":"
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Filippo Fabiano – Account Manager at Webgains<\/figcaption><\/figure>\n

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The Mediterranean has long been since as a growth area for affiliate marketing and e-commerce as the traditional European markets see huge competition and price pressures.<\/span> Italy especially has seen a steady growth of e-commerce over the past few years <\/span>(on average 18% yearly from 2014) <\/span>and<\/span> the Affiliate Marketing industry is <\/span>also trending upwards<\/span> at a significant pace.<\/span> As the economy starts to improve, there <\/span>are<\/span> substantial opportunities for advertisers to enter the Italian market and see strong results.<\/span><\/p>\n

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To put that in context, we see investments by brands into the sector increased its share across digital channels, with the total spend predicted to increase<\/span> by 10% yearly <\/span>until 2020. This trend is also expected <\/span>to be<\/span>at<\/span> countries where performance marketing is well developed, such as the UK<\/span> and the <\/span>US<\/span>. <\/span>Despite the recent growth of <\/span>the affiliate space<\/span> within the Italian digital landscape<\/span>,<\/span> there still are peculiarities and gaps that advertisers <\/span>are <\/span>aiming to<\/span> internationali<\/span>s<\/span>e their affiliate programs need to consider. <\/span> <\/span><\/p>\n

PUBLISHER TYPES AND PAYMENT MODELS<\/i> <\/strong><\/p>\n

Due to the commercial nature of the <\/span>performance <\/span>channel<\/span>,<\/span> we see that in Italy<\/span>, <\/span>as it is in most countries<\/span>, <\/span>the<\/span> main publisher sector that drives the market is<\/span> an<\/span> incentive (voucher, loyalty, cashback) but what differs when dealing with these partners <\/span>can be seen in three main areas:<\/span> <\/span> <\/span><\/p>\n