{"id":67760,"date":"2026-07-08T17:02:27","date_gmt":"2026-07-08T15:02:27","guid":{"rendered":"https:\/\/www.vivnetworks.com\/?p=67760"},"modified":"2026-07-10T15:12:53","modified_gmt":"2026-07-10T13:12:53","slug":"affiliate-marketing-u-europi-velika-britanija-njemacka-i-francuska-otkrivaju-nove-trendove-i-prilike","status":"publish","type":"post","link":"https:\/\/www.vivnetworks.com\/hr\/affiliate-marketing-u-europi-velika-britanija-njemacka-i-francuska-otkrivaju-nove-trendove-i-prilike\/","title":{"rendered":"Affiliate marketing u Europi: Velika Britanija, Njema\u010dka i Francuska otkrivaju nove trendove i prilike."},"content":{"rendered":"\n<p>Novi podaci iz Velike Britanije, Njema\u010dke i Francuske pokazuju kako se affiliate marketing pomi\u010de od isklju\u010divo prerformance kanala prema punopravnom dijelu marketin\u0161ke strategije. Koji trendovi danas oblikuju europsko affiliate tr\u017ei\u0161te i gdje se kriju najve\u0107e prilike? Ovaj \u010dlanak temelji se na izvornom tekstu\u00a0objavljenom <a href=\"https:\/\/junction.cj.com\/article\/latest-uk-germany-and-france-affiliate-benchmarks-reveal-strong-trends-and-opportunities\">na blogu CJ.com<\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-affiliate-marketing-u-europi-raste-i-mijenja-svoju-ulogu\"><strong>Affiliate marketing u Europi raste i mijenja svoju ulogu<\/strong><\/h2>\n\n\n\n<p>Tri nove studije iz Velike Britanije, Njema\u010dke i Francuske donose aktualan pregled razvoja affiliate marketinga i koncepta Connected Commerce na vode\u0107im europskim tr\u017ei\u0161tima. Svako od tih tr\u017ei\u0161ta ima svoje specifi\u010dnosti, no zajedno jasno pokazuju jedan trend \u2013 affiliate marketing igra sve va\u017eniju ulogu u europskoj e-trgovini.<\/p>\n\n\n\n<p>Affiliate marketing se dugo vremena promatrao kao performance kanal usmjeren prvenstveno na konverzije u zavr\u0161noj fazi kupovnog procesa. Me\u0111utim, aktualni podaci pokazuju zna\u010dajnu promjenu. Danas obuhva\u0107a cijelo korisni\u010dko putovanje \u2013 od prvog kontakta s brendom pa sve do same kupnje.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-connected-commerce-affiliate-kao-povezani-kanal\"><strong>Connected Commerce: affiliate kao povezani kanal<\/strong><\/h2>\n\n\n\n<p>CJ ovu promjenu naziva Connected Commerce. Affiliate vi\u0161e nije izolirani kanal, ve\u0107 prirodno povezuje razli\u010dite dodirne to\u010dke kupovnog i atribucijskog puta.<\/p>\n\n\n\n<p>U praksi to zna\u010di da poma\u017ee dosegnuti korisnika pri prvom kontaktu, podr\u017eava njegovo dono\u0161enje odluka te istovremeno doprinosi zavr\u0161noj konverziji. Time raste njegova va\u017enost ne samo u performacne podru\u010dju, ve\u0107 i u stvaranju potra\u017enje.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-kljucni-trendovi-diljem-europe\"><strong>Klju\u010dni trendovi diljem Europe<\/strong><\/h2>\n\n\n\n<p>Iz pojedina\u010dnih studija proizlazi nekoliko zajedni\u010dkih trendova:<\/p>\n\n\n\n<ul>\n<li>Affiliate marketing generira velike prihode \u2013 primjerice, u Velikoj Britaniji vi\u0161e od 20,7 milijardi GBP.<\/li>\n\n\n\n<li>Raste va\u017enost content publishera, usporedbenih portala i influencera.<\/li>\n\n\n\n<li>Last-click atribucija zna\u010dajno podcjenjuje stvarni doprinos affiliate kanala. Web trgovine u takvom modelu nemaju potpun uvid u podatke i konverzije ostvarene preko affiliate publishera.<\/li>\n\n\n\n<li>Affiliate se sve vi\u0161e pozicionira u razli\u010ditim fazama atribucijskog puta (u gornjem i srednjem dijelu funnel-a).<\/li>\n\n\n\n<li>\u0160ire se poslovni modeli poput CPC-a, tenancy modela i razli\u010ditih premium pozicija (placementa).<\/li>\n\n\n\n<li>Umjetna inteligencija i novi oblici pretra\u017eivanja (npr. zero-click) <a href=\"https:\/\/www.vivnetworks.com\/en\/ai-is-changing-search-what-it-means-and-why-it-is-time-to-strengthen-content\/\">mijenjaju na\u010din na koji korisnici otkrivaju proizvode<\/a>.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-velika-britanija-zrelo-trziste-i-odmak-od-cistog-performance-a\"><strong>Velika Britanija: zrelo tr\u017ei\u0161te i odmak od \u010distog performance-a<\/strong><\/h2>\n\n\n\n<p>Velika Britanija predstavlja najrazvijenije affiliate tr\u017ei\u0161te me\u0111u analiziranim dr\u017eavama:<\/p>\n\n\n\n<ul>\n<li>20,7 milijardi GBP prometa<\/li>\n\n\n\n<li>1,78 milijardi GBP ulaganja<\/li>\n\n\n\n<li>357 milijuna transakcija<\/li>\n<\/ul>\n\n\n\n<p>Zanimljiv je podatak da se gotovo 20 % ulaganja ve\u0107 usmjerava izvan klasi\u010dnih CPA modela. Affiliate ovdje ima dvostruku ulogu \u2013 zatvara prodaju, ali i aktivno stvara potra\u017enju.<\/p>\n\n\n\n<p>To ga \u010dini punopravnim dijelom marketin\u0161ke strategije, a ne samo performance kanalom.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-njemacka-visoka-ucinkovitost-ali-slabije-mjerenje\"><strong>Njema\u010dka: visoka u\u010dinkovitost, ali slabije mjerenje<\/strong><\/h2>\n\n\n\n<p>Njema\u010dko tr\u017ei\u0161te pokazuje sna\u017ean gospodarski utjecaj affiliate marketinga:<\/p>\n\n\n\n<ul>\n<li>18,7 milijardi \u20ac prometa<\/li>\n\n\n\n<li>932 milijuna \u20ac ulaganja<\/li>\n\n\n\n<li>228 milijuna transakcija<\/li>\n<\/ul>\n\n\n\n<p>Affiliate marketing utje\u010de na otprilike \u010detvrtinu svih online transakcija, no taj utjecaj \u010desto nije vidljiv u tradicionalnim atribucijskim modelima.<\/p>\n\n\n\n<p>Glavni problem le\u017ei u \u010dinjenici da se pribli\u017eno 80 % ulaganja i dalje mjeri isklju\u010divo kroz CPA ili CPO modele. To dovodi do podcjenjivanja stvarne vrijednosti ovog kanala.<\/p>\n\n\n\n<p>Pravilno postavljena atribucija predstavlja jednu od najve\u0107ih prilika za daljnji rast.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-francuska-transformacija-prema-brendu-i-umjetnoj-inteligenciji\"><strong>Francuska: transformacija prema brendu i umjetnoj inteligenciji<\/strong><\/h2>\n\n\n\n<p>Francusko tr\u017ei\u0161te prolazi kroz zna\u010dajnu transformaciju affiliate marketinga.<\/p>\n\n\n\n<p>Fokus se pomi\u010de s volumena na u\u010dinkovitost i kvalitetu, pri \u010demu se posebna pozornost posve\u0107uje metrikama kao \u0161to su ROI, stopa konverzije i vrijednost narud\u017ebe.<\/p>\n\n\n\n<p>Tri su klju\u010dne promjene:<\/p>\n\n\n\n<ul>\n<li>affiliate postaje alat za izgradnju brenda<\/li>\n\n\n\n<li>raste uloga influencera i content publishera<\/li>\n\n\n\n<li>umjetna inteligencija mijenja na\u010din na koji ljudi otkrivaju proizvode<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sto-trzista-imaju-zajednicko\"><strong>\u0160to tr\u017ei\u0161ta imaju zajedni\u010dko?<\/strong><\/h2>\n\n\n\n<p>Navzdory rozd\u00edl\u016fm se affiliate marketing nap\u0159\u00ed\u010d Evropou sjednocuje v n\u011bkolika kl\u00ed\u010dov\u00fdch oblastech.<\/p>\n\n\n\n<p>Affiliate dnes funguje jako full\u2011funnel kan\u00e1l. Zasahuje z\u00e1kazn\u00edka od prvn\u00ed inspirace p\u0159es f\u00e1zi rozhodov\u00e1n\u00ed a\u017e po samotn\u00fd n\u00e1kup.<\/p>\n\n\n\n<p>Sou\u010dasn\u011b se roz\u0161i\u0159uje mix partner\u016f \u2013 vedle tradi\u010dn\u00edch model\u016f rostou content projekty, influence\u0159i i srovn\u00e1va\u010de. Kan\u00e1l si p\u0159itom zachov\u00e1v\u00e1 vysokou efektivitu.<\/p>\n\n\n\n<p>Affiliate tak dnes pokr\u00fdv\u00e1 cel\u00fd n\u00e1kupn\u00ed proces \u2013 od generov\u00e1n\u00ed popt\u00e1vky a\u017e po jej\u00ed fin\u00e1ln\u00ed konverzi.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sto-to-znaci-za-affiliate-menadzere\"><strong>\u0160to to zna\u010di za affiliate menad\u017eere?<\/strong><\/h2>\n\n\n\n<p>Aktualni trendovi donose nekoliko jasnih preporuka.<\/p>\n\n\n\n<p>Last-click atribucija dugoro\u010dno iskrivljuje rezultate i podcjenjuje publishere koji djeluju u gornjem dijelu funnel-a. Preciznije mjerenje klju\u010dno je ne samo za analizu rezultata, nego i za pravedno postavljanje suradnje.<\/p>\n\n\n\n<p>Prostor za rast postoji i kroz \u0161irenje publisherskog miksa \u2013 uklju\u010divanje content portala, influencera ili CSS publishera danas donosi ne samo ja\u010danje brenda, ve\u0107 i konkretne konverzije.<\/p>\n\n\n\n<p>Istodobno je vidljiv pomak u poslovnim modelima. Uz CPA raste va\u017enost modela temeljenih na vidljivosti i utjecaju.<\/p>\n\n\n\n<p>Naposljetku, va\u017eno je pratiti promjene u pretra\u017eivanju \u2013 umjetna inteligencija zna\u010dajno \u0107e utjecati na na\u010din na koji korisnici otkrivaju proizvode, ali i na ulogu publishera u tom procesu.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-zakljucak\"><strong>Zaklju\u010dak<\/strong><\/h2>\n\n\n\n<p>Affiliate marketing prerasta svoju tradicionalnu ulogu performance kanala i postaje dio sveobuhvatne strategije koja povezuje cijelo korisni\u010dko putovanje.<\/p>\n\n\n\n<p>Model Connected Commerce pokazuje smjer razvoja tr\u017ei\u0161ta \u2013 affiliate publisheri danas utje\u010du na kupca od prvog kontakta pa sve do konverzije.<\/p>\n\n\n\n<p>Za brendove i publishere to zna\u010di samo jedno: oni koji se na vrijeme prilagode novim trendovima ste\u0107i \u0107e zna\u010dajnu konkurentsku prednost.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Novi podaci iz Velike Britanije, Njema\u010dke i Francuske pokazuju kako se affiliate marketing pomi\u010de od isklju\u010divo prerformance kanala prema punopravnom [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":67807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","_uag_custom_page_level_css":"","footnotes":""},"categories":[276,1276],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.5 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Affiliate marketing: trendovi iz UK-a, Njema\u010dke i Francuske | VIVnetworks.com<\/title>\n<meta name=\"description\" content=\"Affiliate marketing u Europi brzo se mijenja. 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