Affiliates that do not change their strategies risk losing a generation of players who do not use traditional search results, according to Barb Tasci, CEO of All-in Global.
Tasci will speak at iGB Affiliate Barcelona, on 19 and 20 January, in a session titled “Why Give AF About Next Gen AF? Rethink the Playbook Before It’s Rewritten for You.”
Search, video and communities
Tasci said younger audiences discover content in a different way to the users most affiliate models were built for:
“Gen-Z grew up with short-form video, creators and communities rather than search results and comparison tables, and that in turn changes how affiliates need to attract and engage them.”
He argued that the bigger risk is standing still. Affiliates can protect existing revenue while testing new approaches:
“It doesn’t have to be a choice between the old and the new. The smartest approach is to keep the core business strong while gradually experimenting with what comes next.”
The session is part of the event’s “Affiliate First” programme, which has more than 40 confirmed speakers.
Source: WorldGaming.
