After Colombia and Canada, Kwanko is coming to Great Britain. Interview with Alvaro Sanchez, the UK Country Manager, who is setting out to conquer the British performance marketing market.
PROVIDING SUPPORT TO ADVERTISERS
On July 4, Alvaro Sanchez inaugurated the new Kwanko subsidiary in London. Born in Colombia, the new UK Country Manager, who is just barely 40, intends to take advantage of a performance marketing market which is booming despite being competitive: +16% in 2016, 88% of the CPA volume and 12% in CPL.
“Given this growth and thanks to our expertise, we consider that there are real opportunities to accompany advertisers on their CPL and CPA strategy,” explained Alvaro Sanchez. In the beginning, this will involve “assembling a full team to accompany and retain clients who are already present on the English market. This team will then be able to develop our offers directly among agencies and clients.”
With a master’s degree in marketing and advertising, Alvaro Sanchez began his career in Paris at Pixmania as Traffic manager before joining iProspect as Performance marketing manager. He then moved to London where he worked at Research Now as Online Marketing Director for six years.
Backed by this international experience in the field of digital marketing, Alvaro Sanchez has set a clear course for the upcoming year: “We want to increase sales with publishers, attribution marketing and cross-device tracking, collect premium leads and also generate quality traffic with advanced targeting criteria, drive-to-store and influencer marketing features.”
A GROWING MARKET
Alvaro Sanchez’ stated objectives are in any case compatible with the enormous potential of the British market. Like their French counterparts, the English are very fond of online services. In light of this, they spend over 3 hours a day on the Internet! The use of smartphones has become widespread to the point of surpassing desktop computers since October 2016. Last year, the turnover of e-commerce websites reached 130 billion British pounds.
Other promising figures: Advertisers programmed about 4900 advertising campaigns in the United Kingdom in 2016 and spent nearly 1.6 billion pounds to generate sales through affiliate programs (88% of sales) and lead generation (12%).