Features of brand promotion using partner mechanics in influencer marketing
The article discusses the main approaches to the development of influencer marketing by affiliate mechanics (CPA). The focus is on the problems, features and main trends in the field of influencer marketing in the current growth of e-commerce. The competitive advantages of CPA marketing in influence are analyzed and systematized. The perception of bloggers' promotional codes by target audiences is investigated. The authors propose the directions of the formation of CPA marketing in influence. The main advantage of affiliate marketing is the effectiveness of the advertising campaign, since payment occurs after the targeted action, as well as the high interest of all market players in fair cooperation. In this article, under the term "affiliate marketing" or "CPA marketing" the authors mean an Internet marketing tool, a method of promoting a business on the network, in which the partner receives an award for each targeted user action, that is, for the result of visiting a site, buying a product or service. Today, due to the intensive development of ecommerce sites, there are more and more new ways to promote brands. Promotion of affiliate mechanics in influencer helps consumers not only choose interesting products, but also receive additional privileges such as discounts and gifts. On the part of brands, the opposite trend is observed: payment is solely for the result, i.e. for each targeted action on the site, the desire to maintain the advertising budget.