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Doron Wolffberg, Head of Growth at Cliverse, On The Growing Pet Industry

When it comes to affiliate marketing, there is no one more expert than Doron Wolffberg. Doron is the co-founder of Clivere Media, a company that owns and operates some of the world’s most beloved online brands. These web entities operate in various industries, such as pets, fitness, and music. Additionally, Doron runs Allaboutcats.com, one of the largest pet affiliate sites on the web.

We caught up with Doron to get her professional take on the growing pet industry and related affiliate marketing trends.

First of all, tell us a little more about yourself?

I started out with a degree in economics and previously worked as a chef. From there, I got into online marketing in 2015 and found a job with an Israel-based online marketing agency. I rose through the ranks to SEO Account Manager and became Head of Digital Mergers & Acquisitions in 2018.

Basically, I’m a digital media and marketing entrepreneur. I own and manage several SEO-focused online publications that collectively attract millions of visitors each month.

What are the major trends in the pet industry?

Pet-related spending has been rising steadily for some time now, but the conditions of pandemic lockdowns have pushed them into high gear!

Many people have added new pets to their homes during the pandemic, which makes sense since working remotely means people are more at home than before. In addition, purchases of pet products have shifted significantly to the online sector, which was happening gradually anyway but accelerated due to the lockdowns.

There is a noticeable trend to go for more premium pet food purchases, and people are spending more on accessories than before. As a result, beds, crates, baby carriers, harnesses, collars, toys, treats, and grooming products have all seen a significant increase.

Are consumer tastes and concerns changing?

Certainly. While the focus should always be on animal welfare, it’s great for the pet industry that pet owners are investing a lot more in accessories than ever before, and why not? It’s fun and helps them engage more with their pet.

Concerns about the health of pets have undoubtedly increased, in line with our own awareness of the importance of good nutrition, I think. This translates into greater investments in quality pet nutrition, both in terms of regular food and treats. Consumers want to feed their pets healthy ingredients, free from artificial fillers, preservatives, etc., and are willing to pay extra for it. Pet supplements are also a growing sector in the pet market for the same reasons.

What is the outlook for affiliate marketing in 2022?

More and more people and businesses are using Affiliate Marketing to reach their target audience profitably, and continuous advancements in technology are making it easier and more accessible at all times.

The e-commerce industry experienced a massive boom during the pandemic, and affiliate marketing followed suit. We are an increasingly digital world. As long as artificial intelligence (AI) and other marketing tools continue to improve the way affiliates can better understand purchasing behaviors and preferences, affiliate marketing will continue to experience significant growth.

What themes do you see that are successful? Seasonal and holiday themes?

Consumers have always responded well to seasonal and holiday sales and promotions, and this approach continues to develop. With more stress than ever before, consumers are turning to vacation times to maximize joy, and so, yes, seasonal and vacation-based marketing is important.

The impact of video – how is it changing?

The internet is teeming with high quality video content these days, so it’s normal for any brand of interest to feature some great videos in their content and marketing. Additionally, more and more consumers are using videos to help them rate and consider their purchases, so it really pays to invest in high quality video content as part of any affiliate lead funnel.

What Are the Best Pet Affiliate Programs?

There are many great pet affiliate programs out there! Fitbark is getting a lot of buzz because it’s a great product and has a lot of earning potential. Some of the better programs offer greater earning potential as you move products.

Chewy is great because they have a wide range of products available for just about any type of animal you can think of, and they offer a competitive commission rate. Ollie is also a favorite, as they offer a subscription box service that only features human grade ingredients, and their commission rate is excellent. Amazon’s affiliate programs are also a great place to start.

What advice would you give to someone starting a blog?

A successful blog takes time, patience, and persistence, so pick an industry that you feel connected to and then focus on your niche research. Carefully research products in your niche that you can review, get guest blogging, and don’t overlook the power of backlinking as a great way to improve your SEO and drive more traffic to your site.

How can publishers increase their traffic?

As mentioned, guest blogging on sites in your niche can increase blog awareness, and backlinking is essential in improving your Google rankings for your niche. Set aside time each day to explore and participate in content collaboration opportunities with other bloggers.

Also take the time to engage with people on social media and find fun and innovative ways to grab their attention. Finally, always respond to comments in a polite and friendly manner – never be rude or abrupt, even if you are dealing with someone difficult. People will notice and respect that you have maintained a respectful communication style and will appreciate your content all the more.

Any other tips or tricks?

Persist! At first, you may feel like you’re climbing an endless mountain, but as long as your content is engaging and useful, and you work according to the recommended strategies, there’s no reason you shouldn’t be successful. You will find that just when you start to think that this is never going to happen, your blog will start to gain traction, and that’s when it starts to get really exciting, so don’t give up.

You can follow Doron on LinkedIn.


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