GMB - What does the affiliate market mean for Clever here in Brazil?
Vanda Silva - Brazil is a huge market, it's on everyone's mind, all brands, all affiliates, there are 220 million people, a sector clearly on the rise in a process of regulation and, therefore, it is extremely important and very strategic for Clever.
With 15 years of activity, what are the differences you see between the Brazilian market that is just starting now, a new moment with regulation, with others already consolidated?
I think the main difference, the main barrier we had when we arrived here was not being able to treat Brazil as a single country, with 220 million people. There are 27 states, all very different. It requires a very localized and highly targeted approach for each state and each niche of consumers.
For those who work with affiliations, localizing and regionalizing is something very common. Was it like that for you here in Brazil?
Initially, no. Many years ago, when we arrived in Brazil, we tried a more generalist approach, but we quickly realized that it is a very large market, with many differences between each state. We noticed the first difference with the Portuguese language, as we use the one from Portugal, but it is different. I cannot strategically communicate with Portuguese from Portugal; I must use Brazilian Portuguese. Therefore, regionalization is essential, reaching the difference of each state, the difference of each niche in the segment.
And have you been able to fulfill this and achieve Clever's objectives?
Yes, it has been very important to work with our partners and use segmentation strategies in our communication targeted to each state. And even in other areas where we operate, in SEO, in PPC, in the influencer market, we have also been working on this regionalization.
And do you have the main tools to engage new users, to really bring new customers to your partners? We believe so. Our numbers show that, and we want to continue working in this market now, after this major regulation that is happening at the moment.
When this actually happens, what are Clever Advertising's plans?
Clever Advertising operates in all regulated markets worldwide and, therefore, is prepared and has the tools to adapt to what regulation dictates, and even to the laws that come for advertising. So, we are eagerly awaiting what comes and will be ready to fit in and continue to thrive in this market.
Do your partners already know about all this willingness to act more strongly in the Brazilian market?
Of course. We work closely with all the brands we partner with, so yes, we are here with many of them from the market working.
And what are the main markets for Clever today, besides Brazil, where you already operate?
LATAM, Brazil, and all its countries are very important to us. We also have a presence linked to the European and African markets. And, therefore, our plan is to continue to go around the world.
Source: Exclusive GMB
