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What's working in Affiliate Marketing in Malaysia

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Led by Gerald Young

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What's working in Affiliate Marketing in Malaysia

  1. 1. What’s working in affiliate marketing - Malaysia
  2. 2. Gerald Young Involve Asia Technologies 2 Gerald has 15 years of digital experience in media, performance marketing, and ad tech. He has been the leading driver to promote the growth of performance marketing among top e-commerce and retail companies in the region and mainstream publishers in countries in Southeast Asia and currently leads the growth and revenue teams at Involve Asia.
  3. 3. 03 Challenges 01 Landscape 02 Trends Challenges faced in the affiliate ecosystem The ecommerce landscape in Malaysia Trends in affiliate marketing in Malaysia
  4. 4. 4 Landscape
  5. 5. The Malaysian consumer 01 Landscape Has at least 1 credit card Spends > 6 hours online 85% on social media Source: MCMC 53% shops online
  6. 6. Malaysian Demographics 01 Landscape Source: Statista 70% below 40 Growing middle class GDP per capita $10,942 Population: 31m
  7. 7. Payment Preferences 01 Landscape Source: Statista, JP Morgan Card penetration 1.74 Almost 100% banked
  8. 8. Malaysian Ecommerce Outlook Malaysian Ecommerce Growth CAGR 11.8% USD 3.6B 81% internet penetration Government support initiatives Source: Statista 01 Landscape Marketplaces lead
  9. 9. 9 Affiliate trends
  10. 10. Opportunity for performance marketers Superaffiliates Loyalty Platforms Cashback and loyalty providers. Promotions / Comparisons Up to date coupons, comparison and shopping search engines. 02 Trends
  11. 11. Affiliate economic success Retailer partnership initiatives Increased affiliate interest 02 Trends Declining ad revenue
  12. 12. Growth in numbers of affiliate programs Affiliate programs launched 2017 vs 2018 30% intend to launch 55% have a program Retailers working with marketplaces 2017 2018 02 Trends
  13. 13. Affiliate universe in Malaysia 02 Trends
  14. 14. 14 Advertiser trends
  15. 15. 02 Trends January April February March May June August September October November December Back to school Lunar New Year Valentine’s Day Lazada birthday Ramadan Mid year Travel fair July Travel fair 9/9 Mycybersale 10/10 Single’s day Black Friday Cyber Monday 12/12 Shopee birthday Christmas Boxing Day Buying behaviour driven by value. Sale is “always- on” Malaysia Mega Sale Merdeka7/7
  16. 16. Initiatives Tactical campaigns Dynamic commissioning 02 Trends
  17. 17. 17 Challenges
  18. 18. 03 Challenges Unmanaged vs Managed Lack of talent pool Budget-based advertisers Barriers to growth
  19. 19. 03 Challenges Advertiser Publisher matching Outreach & education Increase partnership initiatives What can be done?
  20. 20. 20 Takeaways
  21. 21. Growing middle class Key takeaways Partnerships to optimize affiliates Increase interests from publishers Managed vs Unmanaged Market education and matching

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