Cracking the Asian Code

Affiliate marketing is a shapeshifter devoid of mystery: it takes one form in Spain, another in the US, and the third in China, where it occasionally gains unfathomable scale, eventually blurring the line between commerce, content, and culture.

But it is always tempting to use something that has never been in vogue in your GEO: you want to test a new approach, readjust the focus, and prepare the audience for the new format that is about to shape the market. It may sound a trifle intimidating — you don’t know how your customers are going to react — but Carmen Muley, CEO of Paragon Social Commerce, has tried the approach and formulated her opinion on that.

Seven years in China may have shaped Carmen’s vision, but she did not lose her understanding of European markets, so she chooses to operate at the intersection of two digital worlds, readjusting her perspective and shifting her tactics whenever necessary. In this conversation, she breaks down what actually translates across borders, how to build a team that is ready to bring your plans into action, and what else you need to constantly deliver innovative approaches.