In this exclusive interview with Adgully Middle East, Slava Bogdan, the CEO and co-founder of Flowwow, offers invaluable insights into the phenomenon of post-Ramadan sales surges, particularly within the dynamic landscape of the e-commerce sector.Under Slava Bogdan, Flowwow has emerged as a transformative force in the global marketplace, seamlessly blending the global reach of technology with the intimacy of local connections to redefine the art of gift-giving. Founded in 2014 by Slava Bogdan alongside Andrey Makeev and Artem Gambitski, Flowwow has transcended conventional boundaries, revolutionizing the $30-billion online gifting market. With a presence in 30 countries, including vibrant markets such as the UAE, Spain, Turkey, and the UK, Flowwow boasts a diverse array of over 14,000 local brands from 1,000 cities, facilitating heartfelt connections across the globe.Driven by a mission to infuse joy into the lives of people worldwide, Flowwow empowers individuals to surprise their loved ones with a curated selection of flowers, confectionery, and artisanal treasures from local artisans, fostering personalized experiences that resonate deeply.Slava Bogdan offers insights into the phenomenon of post-Ramadan sales surges, particularly within the dynamic landscape of the e-commerce sector. He delves into the intricacies of consumer behaviour, market trends, and the transformative potential of technology in shaping the future of commerce. Excerpts:What product categories experience the biggest sales surge post-Ramadan in the UAE's e-commerce boom, and why?A new study by Flowwow, a gifting marketplace for local brands, and Admitad, an affiliate marketing platform, has revealed that Ramadan traditions are fueling a surge in online shopping across the MENA region and motivate people to buy more. The UAE is leading with an average order value (AOV) of 102 USD during Ramadan this yearDuring the Ramadan period, the Flowwow’s data shows that sales of the florist’s original bouquets have surged by 220% from 2023 to 2024. In March 2024, the company's experts observed a 36% uptick in custom-designed cakes, a 26% rise in personalized bento cakes, and a 15% increase in chocolate-covered strawberries featuring customized designs. The turnover of the “confectionery” category for the first three months of 2024 is already half of the total turnover for 2023. Additionally, there's a noticeable increase in the frequency of orders for cosmetics and fragrances from local brands, including handmade varieties. Certain categories of goods and services have also experienced significant spikes in popularity compared to non-Ramadan periods. Hotels have seen a remarkable increase of 56%, followed by airplane tickets (+40%), flowers and souvenirs (+37%), electronics (+30%), and food delivery (+26%). Additionally, there has been a notable surge in the purchase of sporting goods (+21%).Admitad experts made a comparison with last year's activity and revealed that users are making 15% more purchases during Ramadan 2024. Interestingly, although the number of purchases has increased, the total amount spent has remained relatively stable. This suggests that shoppers during Ramadan 2024 are making smaller, more frequent orders, resulting in an overall increase in sales volume. People aren't just buying more online; they're also making smaller, more thoughtful purchases that truly capture the spirit of Ramadan. How can the UAE e-commerce businesses leverage customer data and buying habits from Ramadan to personalize post-Ramadan marketing campaigns and encourage repeat purchases?By effectively leveraging customer data and tailoring post-Ramadan marketing efforts based on Ramadan buying habits, UAE e-commerce businesses can enhance customer engagement, drive repeat purchases, and foster long-term loyalty among their customer base. We can also argue that the era of generalized marketing campaigns is over, and e-commerce players must differentiate themselves by offering customers what they genuinely want.For instance, to craft a special gift idea for the holy month, Flowwow used a data-driven approach and tapped into insights drawn from consumer studies conducted during Ramadan and Eid al-Fitr. From the open studies and surveys, we found out that 83% of people seek spiritual inspiration, 78% showing interest in gift ideas and how-to videos with a surge in "Ramadan games". While 91% of shoppers prefer the content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid. The consumer insights confirmed our suspicions: there is a growing reluctance towards cliché gifts during Ramadan celebrations. It moved us towards offering people something truly unique and meaningful, reflecting the core Ramadan values. So, combining social media insights with the increased interest in games and gift ideas, we decided to introduce the "Ramadan Moments" card game, infused with local artistry. This gift idea was designed to foster meaningful interactions within families and uphold the values of unity and togetherness during this holy period. What’s also significant to consider: all of our promotional activities were consistent and aligned with one core strategy, contributing to brand recognition, trust-building, audience engagement, and long-term success in the competitive landscape. The database of those who interacted with the game can be further turned into the database of loyal customers. If you manage to connect with the audience during your Ramadan campaign, do not miss an opportunity to foster your client-to-business relationship. Personalise the next offering, use digital marketing instruments like Facebook Ads to keep customers updated on what you're offering. It will build deeper associations and connections that could turn your customer into a repeat one. For instance, at Flowwow we usually use a look-alike audience to find our target client.Did the UAE's e-commerce infrastructure face any specific challenges in handling the Ramadan surge in online orders? How can businesses adapt their logistics strategy to ensure smooth delivery during such peak periods? That’s a good question for us, as despite our rapid growth into a global marketplace with 3,000,000 orders per year and operations in over 30 countries, we have maintained a remarkable 98% customer satisfaction rate without expanding our team. On International Women’s Day alone, Flowwow processed 250,000 orders (compared to the average volume of 10,000 per day), ensuring quality service with just 1.6% disputes from the massive count.So, during Ramadan and Eid Al Fite sales peaks, our first and foremost goal is to sustain customers’ trust, keep up with the increased flow of orders and maximise overall customers’ experience.To make it happen, our IT, customer support, and operations teams have developed a flexible system that allows us to scale and manage services efficiently, particularly during peak periods. A well-structured support service combined with big data analysis helps us win over customers and uphold our brand's reputation even during high sales periods. Here are also some tips that help us go through the festive periods:1. We adapt all product features before the holiday so that during the holiday, we can provide a comfortable user experience. Additionally, our support team handles all IT bugs so that they can be implemented into operation.2. We conduct an analysis of expected traffic and build processes around it, involving the support and IT teams.3. Since we are a marketplace, it is important for us to inform our sellers, so we tell them about the expected growth so that they can prepare.During the post-Ramadan boom, do UAE consumers tend to favour local or international e-commerce retailers? What strategies can both local and global businesses adopt to attract customers in this competitive landscape?As Ramadan seamlessly blends tradition with modern shopping practices, we're seeing a surge in online gift purchases. This trend is fueled by both the convenience of online shopping and the growing desire to support local businesses. During Ramadan 2024, Flowwow is observing a remarkable uptick in the popularity of local and personalized gifts. The company’s experts report that in March 2024 alone, the number of online gift purchases from local brands in the UAE increased by 65% compared to the same period last year and by 84% compared to non-festive periods. The growing trend towards authenticity highlights a shift towards supporting local businesses and embracing individuality in gift-giving choices. Local makers often have a deeper understanding of multicultural preferences, offering unique options that resonate with people's needs. Given UAE’s diverse population, strong cultural tradition of gift-giving, and the increasing impact of digital technologies, the country’s online gifting market presents significant growth prospects and is predicted to expand at a compound annual growth rate (CAGR) of 19-20% from 2024 to 2028.

Ramadan traditions are fueling a surge in online shopping across the MENA region and motivate people to buy more, according to a new study from Flowwow, a UAE-based global gifting marketplace for local brands, and Admitad, an affiliate marketing platform. The UAE is leading with an average order value (AOV) of 102 USD during Ramadan this year, followed by Kuwait and Qatar with 99 USD and 79 USD, respectively.Flowwow data shows that sales of the florist’s original bouquets have surged by 220% from 2023 to 2024. The turnover of the “confectionary” category for the first three months of 2024 is already half of the total turnover for 2023. In March 2024, the company's experts observed a 36% uptick in custom-designed cakes, a 26% rise in personalized bento cakes, and a 15% increase in chocolate-covered strawberries featuring customized designs.Despite the fact that the key days of the holy month are still ahead, according to Admitad partner network, the number of online orders has already increased by 4% and GMV by 6%. The average order volume has also slightly increased — from 34.5 USD to 35.3 USD.Certain categories of goods and services have experienced significant spikes in popularity compared to non-Ramadan periods. Hotels have seen a remarkable increase of 56%, followed by airplane tickets (+40%), flowers and souvenirs (+37%), electronics (+30%), and food delivery (+26%). Additionally, there has been a notable surge in the purchase of sporting goods (+21%).As a gifting marketplace, Flowwow is observing a remarkable uptick in the popularity of local and personalized gifts. The company’s experts report that in March 2024 alone, the number of online gift purchases from local brands in the UAE increased by 65% compared to the same period last year and by 84% compared to non-festive periods. Sales of the florist’s original bouquets have surged by 220% from 2023 to 2024. The turnover of the “confectionary” category for the first three months of 2024 is already half of the total turnover for 2023. In March 2024, the company's experts observed a 36% uptick in custom-designed cakes, a 26% rise in personalized bento cakes, and a 15% increase in chocolate-covered strawberries featuring customized designs.  Additionally, there's a noticeable increase in the frequency of orders for cosmetics and fragrances from local brands, including handmade varieties. “The growing trend towards authenticity highlights a shift towards supporting local businesses and embracing individuality in gift-giving choices. Local makers often have a deeper understanding of multicultural preferences, offering unique options that resonate with people's needs. Given UAE’s diverse population, strong cultural tradition of gift-giving, and the increasing impact of digital technologies, the country’s online gifting market presents significant growth prospects and is predicted to expand at a compound annual growth rate (CAGR) of 19-20% from 2024 to 2028,” commented Flowwow’s CEO and co-founder. Admitad experts made a comparison with last year's activity and revealed that users are making 15% more purchases during Ramadan 2024. Interestingly, although the number of purchases has increased, the total amount spent has remained relatively stable. This suggests that shoppers during Ramadan 2024 are making smaller, more frequent orders, resulting in an overall increase in sales volume.“As Ramadan brings together tradition and modern shopping, we’re seeing more people choosing to buy gifts online, favoring convenience and the chance to support local shops. At Admitad, our numbers show that people aren't just buying more online; they're also making smaller, more thoughtful purchases that truly capture the spirit of Ramadan. As Eid Al-Fitr approaches, a time when everyone is looking to buy gifts, we expect online shopping to hit new highs. This trend shows how digital shopping is not just about buying things easily but also about finding meaningful gifts that celebrate our traditions,” said Anna Gidirim, CEO of Admitad. Drawing from past spending patterns, Flowwow also anticipates significant growth in online gifting, with certain gifting categories experiencing surge in the end of Ramadan: mono bouquet flowers (+75%), original flower bouquets (+55%) festive-themed cakes (31%), cupcakes (+26%), chocolate-covered strawberries (+14%), traditional sweets sets (+9%) and themed gift hampers (+8%).

According to Admitad’s report on White Friday 2023 in MENA, affiliate marketing has shown its growing popularity, with 20% more brands building it into their marketing strategy than last year. Companies find it convenient to use a tool that allows them to cover all possible sources of traffic and pay only for results.Vadim Mennanov, Head of Marketing at ,Tapfiliate an affiliate program building tool, talks about the most effective methods of attracting the right publishers to your affiliate program, as well as offering advice on some of the common pitfalls you should avoid in your 2024 marketing strategy.A low-cost, budget-efficient way to reach new audiencesAffiliate marketing is an advertising strategy whose popularity is growing daily. At its very core, it involves the cooperation between a company or brand (the advertiser) who wishes to promote a product or service and a publisher (the affiliate) who agrees to help spread the company’s marketing message to their own audience.Anyone with an audience can be a publisher. They could be someone with their own communications network, group of listeners or readers, and they might publish across platforms such as websites, blogs, social media, podcasts, email newsletters or YouTube channels. In return for the cooperation, publishers receive a commission for each successful conversion that results from their promotional efforts.Affiliate marketing can be a low cost and efficient marketing strategy for any business to generate new sales and increase profits, but the key element is to skilfully and authentically connect a product or service with the right target audiences, thus the right publishers.How to attract the right publishers to your affiliate programThe key to developing a robust promotions network that can significantly increase your brand's reach and revenue is to be proactive in inviting publishers to join your affiliate program.Rather than simply waiting for publishers to stumble upon your program on their own, it's worth taking the initiative, doing your own research and reaching out to those affiliates who could really benefit your business.Here are 7 factors for building successful affiliate partnerships:1. Competitive commissions - Offering attractive commission rates is a simple way to get the attention of high-quality affiliates. It’s also something that will make them more likely to choose working with you over your competitors. Providing competitive commissions and incentives also helps keep affiliates engaged in promoting your business over the long-term.2. High-quality products or services - Publishers are more likely to promote products that they genuinely feel are valuable and worthy of recommendation to their followers. Because of this, ensure that the products or services you wish them to promote are of the highest possible quality. Remember, affiliate relationships are built upon the trust that you can deliver the quality your affiliates have promised. The affiliates have their reputations to protect.3. Effective communication - Maintaining successful, long-term relationships with publishers is all about communication. Affiliates need to feel valued and supported, as well informed about all on-going and up-coming promotional activities. Keeping them constantly in the loop builds loyalty, keeps them engaged and encourages extra effort.4. The right affiliate network - There are many affiliate networks to choose from but a good affiliate platform should provide accuracy in tracking publisher activity, transparency in reporting and ease of use. Using such an affiliate platform makes program management more efficient and comfortable for both you and your affiliates.5. Marketing materials - Affiliates need access to branded marketing materials to effectively promote your products or services. These can include ready-made banners, promotional content and affiliate links. Providing an extensive library of materials can help affiliates to create compelling, brand-consistent and effective content, which in turn increases the reach of your affiliate program and its impact on the market.6. Relationship building - Building lasting relationships with affiliates is key to the success of an affiliate program. By continually communicating, hosting industry events and providing development opportunities, you create a healthy and collaborative environment. This in turn translates into better program performance and long-term benefits.7. Affiliate referral program - An affiliate referral program can encourage people who are already working with you to actively promote your program to their circle of friends, driving increased reach.Maintaining long-term partnerships with your affiliatesThese 7 factors will help you to get your fledgling affiliate program off the ground, attract high-value publishers, set the ground-rules for effective communication and put your business on the path to building mutually-beneficial affiliate marketing relationships built on trust.But, running and managing a successful affiliate program is an on-going process. Here are some more tricks for long-term success and some things you should definitely avoid doing.Be clear about your goals - Make sure you have a clear strategy for your affiliate program before you start. What exactly do you want to achieve? How? What marketing materials can you offer to support your campaigns? Keep your goals simple, transparent and easy to communicate to publishers. If the goals of your program are unclear, you risk attracting the wrong publishers to your affiliate program.Choose your partners wisely - When starting any affiliate relationship, you need to set clear ground-rules for what is and what isn’t acceptable to you. This can mean ruling out any and all unethical practices such as false advertising and promotional spam that could lead to irreparable damage for your brand image.Keep lines of communication open - It’s key to build relationships with your publishers that are built on openness. Make sure to value (and take full advantage of) any suggestions or contributions they make. Keeping ahead of changing market trends can be a significant factor in your affiliate program’s success, and your publishers can help you achieve this.Use tools to monitor, manage and optimise - There are plenty of powerful marketing tools out there. Choose a user-friendly platform that offers tools to accurately track commissions and conversions without overwhelming partners with complexity. Using sub-par tools and systems, especially in terms of tracking activities and handling payments, can cause big problems down the line.Be transparent with your payouts - Avoid ambiguity about the commissions you pay. This includes hidden clauses and inconsistencies in payouts. Most importantly, always pay your publishers on time.Affiliate marketing represents an extremely beneficial opportunity for companies across all industries to promote themselves. Take these tips, tricks and guidelines onboard and good luck on your affiliate marketing journey.

The approaching Christmas and New Year period presents another significant opportunity for the e-commerce industry. To better assess the sales potential during this time, Admitad, a global affiliate marketing network, analyzed 11 million orders of 2850 brands worldwide and in MENA placed by users between December 18, 2022, and January 7, 2023. The results obtained by the company shed new light on both global trends and unique features of the MENA market.Global Sales Trends:General statistics from the global market during December 18, 2022, to January 7, 2023, reveals interesting dynamics. Despite a marginal 1.5% decrease in the number of orders, the Gross Merchandise Volume (GMV) witnessed a substantial 7.2% increase. The Average Order Value (AOV) demonstrated a noteworthy 8.8% growth, rising from $36.2 to $39.4. Mobile orders constituted a substantial 33% of total sales.In an unexpected turn, sales through marketplaces declined from 64% to 60%. This suggests a potential advantage for proprietors of independent trading platforms, websites, and applications during the upcoming Christmas period.Diversity characterizes sales sources during the festive season, with content platforms, cashback services, partner stores, coupons, and mobile applications emerging as the most effective channels. Contextual ads were found to be 15% more effective during the analyzed period, with in-app ads showing a remarkable 25% increase.Dynamic Development in MENA E-commerce:The analysis of collected data suggests that sales during the Christmas-New Year period will contribute to the dynamic development of the e-commerce market in the MENA region. The notable increase in mobile orders emphasizes the ongoing importance for brands to prioritize mobile devices and incorporate relevant information about popular product categories when designing Christmas offers.In the MENA market, there is a blend of global trends and regional nuances. From December 18, 2022, to January 7, 2023, local sales and GMVs experienced a commendable 15% increase. However, the AOV witnessed a slight decrease from $28.7 to $25.5. On a positive note, mobile orders in MENA increased from 58% to an impressive 65%.Categories with the Most Significant Sales Growth in MENA:Event Tickets & Entertainments: +67%Lights & Lighting: +25%Games: +22%Electronics: +10%Fashion: +9%Most Effective Traffic Sources by Share of Sales:The driving forces behind successful sales during this festive period include engaging content platforms, strategic contextual ads, enticing affiliate stores, rewarding cashback services, tempting coupons, vibrant social networks, and practical browser extensions. Notably, contextual and targeted ads exhibit a noteworthy 25% boost in effectiveness throughout the winter holidays, while content platforms showcase an even more impressive 30% surge in effectiveness during this joyful season.In conclusion, the growth in sales during the holiday season in the MENA market underscores a unique blend of cultural nuances and economic factors that contribute to this annual surge. Businesses in the MENA region leverage the holiday season as an opportune time for promotions, discounts, and special offers, encouraging heightened consumer spending. The observed uptick in sales year over year reflects the adaptability and innovation of the industry in catering to the diverse expectations of consumers during this special time of the year.

The last White Friday special offers are still hanging on the websites of many marketplaces and online stores while brands are ready to summarize the results of the most important sale of the year. According to the Admitad affiliate network estimates, this year MENA customers spent 40% more during White Friday compared to a “quiet” period. Customers were most active in buying clothes and footwear, electronics, household goods, toys and beauty products.While searching for trends, Admitad analyzed over 153 million online orders of more than 2800 brands worldwide and over 5,6 million online orders in MENA.The sale was successful but quietOnline sales during White Friday hit records again this year, but it's clear that the pendulum of excitement around the sale is slowing down every year. According to Admitad, the global increase in sales during the week of White Friday compared to last year was only 8% in the number of sales and 9% in the sum of sales. The MENA market is in perfect sync with global dynamics.At the same time, the importance of White Friday itself for MENA users is gradually decreasing. Last year, the jump in the number of sales compared to the "quiet period" amounted to 35%. This year, shoppers increased their activity by only 40% despite the overall active growth of Ecommerce sector YoY. It seems that their attention was diverted by the Single’s Day sale and Cyber Monday following the Friday.Also, shoppers are more likely to say that White Friday discounts are not as tempting as they used to be. The constant stream of sales has taught customers to scrupulously study the offers from brands, check discounts for truthfulness, juggle with coupons and promo codes and not to give in to the first temptation, but to wait for a really profitable purchase.What types of goods were in high demand?Marketplaces, which accounted for more than 60% of purchases worldwide last year, only strengthened their dominance this year, with more than 67% of all online orders made from them during White Friday week. In MENA, they have the same level of dominance and attracted about 69% of purchases during the sale week.These product categories, according to Admitad's calculations, attracted the largest share of sales:Electronics - 24%Fashion - 17,2%Home & Garden - 13%Toys & Hobbies - 7%Beauty & Health - 6,7%Tools - 6,5%Automobiles, Parts & Accessories - 6,3%Sports & Entertainment - 4,5%Home Renovation - 4%Others - 10,8%If we compare these stats with the results of last year's sale, the orders of fashion, toys and home goods sagged significantly, while electronics and tools gained in popularity. There is also a new leader in the top - “Hope Renovation” category.These major product categories showed the most significant growth compared to “quiet” period:Tools +105%Toys & Hobbies +65%Electronics +59%Sports & Entertainment +55%Home & Garden +45%Automobiles, Parts & Accessories +41%Best sources of customersThe impact of cashback services on MENA customers' purchases remains very significant - shoppers applied cashback to more than 20% of their online purchases again this year. The possibility to get cashback from a purchase for many users becomes a determining factor when choosing a store or even a particular product.Content platforms and online media ones again appeared to be one of the main sources of White Friday orders this year and attracted more than 19% of all orders. They are followed by contextual and targeted ads (17%), social media (12,5%), coupon services (9%), browsers (5%) and mobile apps (4%). Affiliate marketing has also shown its growing popularity, with 20% more brands building it into their marketing strategy than last year. Companies find it convenient to use a tool that allows them to cover all possible sources of traffic and pay only for results. The results of affiliate partners who attract orders for remuneration also improved this year - their profits jumped by 43% compared to earnings during a “quiet” period.New Year sales are right around the corner. It is important for brands to consider the results of Single's Day and White Friday in preparation for them.

While online retailers are still offering the latest specials for 11.11 or Single's Day - brands are already taking stock of one of the biggest sales of the year. This year's Singles Day sale went extremely well - both Asian stores and local marketplaces and brands recorded all-time high records in sales. Admitad partner network estimates that online sales in MENA jumped by 63% during the sale week. Consumers favoured electronics, clothing and home and garden products. Originating in China, the 11.11 sale has long been very popular in other countries - although it still has room to grow in MENA. This is evidenced by the explosive growth in sales - Admitad calculates that MENA customers have placed 63% more orders and spent 35% more on them compared to “normal period”. The company's experts estimate that worldwide, sales have grown by more than 10% and the amount spent on them by 15%. This is confirmed by the first positive reports from the progenitors of the sale - Chinese giants like Alibaba, JD.com, TMall and others. In a barometer of consumer sentiment this year, China's State Post Bureau said that between Nov. 1 to Nov. 11, parcel volume swelled to 5.26 billion packages, 23.22% higher than a year earlier.Brands are currently actively evaluating trends from this sale to make the most of the upcoming White Friday and Christmas sales. Admitad researched more than 80 million orders it generated for more than 2,000 brands worldwide during Single’s Day week to understand which products were being snapped up by MENA clients and which customer sources brought businesses the most orders this year.Shift in leading categoriesOnce again, marketplaces played a central role in the sale - it was from them that more than 70% of online orders were made during the sale days. Their influence in 11.11 increased by several percent since last year.The top categories whose products were most actively purchased by MENA shoppers were very similar to the results of 2022, but some of them changed positions. For instance, Fashion sales dominated the sale this year:Fashion - 15%Home & Garden - 12,9%Consumer Electronics - 10,8%Phones & Telecommunications - 9,2%Automobiles, Parts & Accessories - 7%Toys & Hobbies - 6,4%Beauty & Health - 6%Sports & Entertainment - 5%Tools - 4,8%Lights & Lighting - 4,6%Computer & Office - 3,7%Home Improvement - 3,6%Others - 11% The sale also saw enormous spikes in sales in certain categories of goods compared to “normal period”. Among Admitad's record-breaking MENA industries in terms of sales growth were: Tools +120%Toys & Hobbies +118%Phones & Telecommunications +117%Consumer Electronics +108%Home & Garden +92%Reading and saving: where the customers came fromUsers made over 25% of orders after reading about the product on the pages of affiliate stores that aggregate the most interesting offers and create feeds with goods on high demand. 22% and 16% of purchases in MENA were made by users of content platforms and social media. Another 9,5% and 8% of sales were attracted by cashback and coupon services respectively. Partner marketing gave a significant boost to online sales during the Single’s Day this year.  Number of MENA publishers and partners attracting customers for a reward from brands during the sale days grew by 13%. Admitad estimates that their profits jumped by 75% during this period. Number of brands that are using partner marketing model to attract customers grew by 20% before the sale.The mobile shopping trend has shown itself in all its glory. The share of orders from smartphones has grown from 39% to 45% during the sale. 

In this exclusive interview with Adgully Middle East, Anna Gidirim, the CEO of Admitad, delves into the company's remarkable journey from a small affiliate marketing network to a global force in performance marketing. Gidirim shares insights into Admitad's major milestones, innovative strategies, and effective team management in a diverse and multicultural environment. She offers a glimpse into the future of performance marketing, how AI is shaping the industry, and her personal approach to maintaining work-life balance. Gidirim's wisdom and experience provide valuable guidance to aspiring entrepreneurs and professionals, particularly women, looking to excel in the dynamic worlds of marketing and technology. Excerpts:As the CEO of Admitad, could you share some insights into how the company has evolved since its inception in 2009 ? What are some of the major milestones or achievements that you are particularly proud of ?Since its founding in 2009, Admitad has undergone remarkable growth and transformation. We started as a small affiliate marketing network and have evolved into a global performance marketing company with a wide range of innovative solutions. Some of our major milestones include expanding our international presence and opening offices in 11 countries, developing advanced technology to enhance affiliate marketing, and establishing partnerships with leading brands including Aliexpress, Emirates, Sharaf DG, Dubai Store, Ournass and many more which generate 5 billion dollars annually with our platform. I am particularly proud of our consistent focus on innovation and our ability to adapt to changing market trends. Admitad has a team of over 350 employees worldwide. How do you manage such a diverse and multicultural team ? What are some of the strategies you employ to ensure effective communication and collaboration ?Managing a diverse and multicultural team is a priority for us at Admitad. We value different perspectives and experiences, which contribute to our creativity and problem-solving. To ensure effective communication and collaboration, we utilize digital tools for seamless virtual interaction, encourage open dialogue through regular team meetings, and organize cross-functional projects to foster teamwork and share the experience among different geographies. The company additionally facilitates language courses and provides training for navigating within a multicultural environment, aiming to enhance the efficacy of communication across diverse geos.You have mentioned the focus on innovation, what does it mean for Admitad ? How do you see the future of performance marketing evolving ?The landscape of innovation has become notably challenging due to recent regulatory shifts concerning personal data usage and the latest advancements introduced by prominent players like Apple and Google. Given that our business hinges on tracking, these changes have profoundly transformed its foundation. Had we not proactively anticipated and commenced preparations for these shifts several years ago, our operational capacity would have been compromised. Presently, we persist in refining our tools while foreseeing the forthcoming phases in the evolution of the MarTech sector. For us, this isn't just a matter of thriving; it's vital for our survival.Looking ahead, I see performance marketing continuing to evolve through instant payout solutions, AI, data-driven insights, personalized customer experiences, and stronger collaborations between advertisers and affiliates. There are also more and more small and medium enterprises entering the world of affiliate marketing and recognizing its benefits for growth. Can you provide some key points on how affiliate marketing can drive small and medium businesses forward ?One of the key advantages of affiliate marketing for SMEs which usually does not have large marketing budgets is that instead of paying upfront for clicks or ads, businesses only pay a fee when affiliates bring actual results. It is like having a team of online marketers who earn rewards based on how well they do. This helps smaller businesses show their brand more, reach more customers, and make more sales, without risking a lot of money upfront. Platforms such as Admitad Rise help SMEs to start affiliate campaigns easily and faster. They have a large group of affiliates, saving the trouble of finding them on your own. These platforms also give tools to keep track of data, analyze how well things are going, and handle payments. This makes it easier for small businesses to see how their marketing is doing and make changes if needed.Now we live in an unstable world. Crisis situations can significantly impact businesses in your experience, what are some effective strategies or approaches to survive and get back on track during challenging times ? Can you share any specific examples from your own journey at Admitad ?Crisis situations indeed test a company's resilience. Admitad's approach involves maintaining a strong financial foundation, diversifying our partnerships, and agilely adapting to changing market conditions. For instance, during the economic downturn of 2020, we swiftly adjusted our strategies to focus on sectors that showed growth potential, which helped us navigate the challenging times successfully. We ensure protection against adverse effects on specific industries through our comprehensive diversification across various sectors, coupled with the continuous integration of innovative tools tailored to contemporary customer requirements. The ongoing surge in e-commerce further contributes to our favorable trajectory. Our strategy involves parallel investments in well-established economies such as the USA and Germany, alongside an assertive pursuit of market participation in emerging regions like India and LATAM. Simultaneously, we are strategically entering uncharted territories for the affiliate industry, exemplified by our focus on nascent markets like Indonesia, with the goal of securing pioneering positions.Being a top manager and a mother of an 11 year old boy, how do you manage to maintain a work-life balance ? What are some practical tips or strategies you can share with other professionals who struggle with balancing their personal and professional lives ?Balancing work and personal life is a challenge many professionals face. My approach involves setting clear boundaries, prioritizing tasks, and delegating responsibilities. Regularly scheduling quality time with my family and practicing self-care are crucial as well. It is important to remember that achieving work-life balance is an ongoing effort and may require adjustments over time.As a media contributor on performance marketing topics, what are some common misconceptions or misunderstandings that you often come across ? How do you aim to educate and inform your audience about the potential of performance marketing ?A common misconception is that performance marketing is solely about driving immediate sales. In reality, it is a comprehensive strategy that involves building long-term relationships with customers, enhancing brand loyalty, and optimizing various touch-points across the customer journey. My aim as a media contributor and a conference speaker is to educate the audience about these multifaceted aspects of performance marketing.You said that AI is part of Admitad's strategy, how exactly do you use AI in your business model ?We are currently engaged in the testing of an AI-driven fraud detection program. This initiative aims to identify violations of the network rules and restrictions as well as ensure transparency and traffic quality. We also implement AI technology in Admitad's Instant Payout forecast tool, which permits affiliate publishers to promptly access their earnings, eliminating the need to retain funds for extended periods. The machine learning model, boasting a remarkable 95% accuracy rate, has significantly simplified publisher payouts.What advice would you give to aspiring women entrepreneurs or professionals who aspire to reach leadership positions in the business world, particularly in the field of marketing and technology ?To aspiring women entrepreneurs in marketing and technology, my advice is to believe in yourself, embrace challenges as opportunities to learn and grow, and seek out mentors who can guide you. Stay curious, continuously update your skills, and don't be afraid to take calculated risks. Remember, your unique perspective is an asset that can drive innovation and positive change in your chosen field.