Ready to see affiliate marketing in a whole new light? In this episode, Matthias welcomes Robin Piet, co-founder of the brand-new European Affiliate Awards, to explore his vision of rewriting the affiliate narrative across Europe. Discover why the industry still battles outdated perceptions, the innovations emerging from 100+ award submissions, and how AI, live shopping, and full-funnel strategies are reshaping the space.
Robin’s Journey into Affiliate Marketing
Matthias: "Hello everybody, and welcome back to the Partner Marketing Podcast. My guest today is Robin Piet, the co-founder of the European Affiliate Awards. Robin, you are a driving force in the affiliate marketing industry with a passion for bringing much-needed recognition to affiliate professionals across Europe. But I want to let you introduce yourself. Very warm welcome, Robin. It's great to have you on the show today."
Robin: "Thank you, Matthias. I'm feeling honored as well to be here on the show today. So, my name is Robin. I'm one of the co-founders of the European Affiliate Awards. I've been within the industry since September 2017, got to know the affiliate marketing industry through my first thesis from high school, and yeah, almost never left the industry again."
Robin continues explaining that his internship at The Online Company introduced him to the concept of white-label affiliate platforms, which sparked his long-term interest in the field. Over the years, Robin held various roles including affiliate specialist, team lead, and business developer. He contributed to building a private partner program and a white-label affiliate platform for advertisers, which deepened his understanding of the industry’s technical and operational aspects.
Robin’s passion for affiliate marketing stems from its dynamic blend of technology, data, and human relationships. He describes the industry as people-centric, innovative, and constantly evolving - qualities that have kept him engaged and motivated throughout his career.
The Affiliate Marketing Narrative
Despite its significant contribution to digital marketing budgets - often accounting for 15–20% of online spend - affiliate marketing suffers from a negative perception outside the industry. Robin believes this is largely due to a lack of understanding and knowledge among outsiders. Many Brands that failed to implement affiliate strategies effectively have dismissed the channel, perpetuating misconceptions.
Robin emphasizes that affiliate marketing is one of the most profitable channels in terms of return on investment. He points out that while other digital channels are dominated by single players (e.g., Google for search, Meta for social), affiliate marketing is more fragmented. This complexity can be intimidating for newcomers, but it also offers rich opportunities for innovation and growth.
Robin: "If you have no knowledge and you log into a network and you see thousands of publishers that you don't know, of course, I can understand or get into the idea that it can be intimidating. But then on the other hand, if you just try to put yourself out there, and you don't have enough knowledge about the industry, about what you're supposed to do, reach out to some network professionals. I'm also 100% sure that everybody is there and willing to help you understand and explain to you what to do.”
The Birth of the European Affiliate Awards
The idea for the European Affiliate Awards emerged from a conversation between Robin and his colleague Sjef, both of whom had recently transitioned out of their previous roles. They recognized the absence of a dedicated affiliate marketing event in continental Europe and saw an opportunity to fill that gap.
Inspired by successful UK events like PI Live, Robin and Sjef decided to create an event that would not only celebrate excellence but also serve as a platform to change the narrative around affiliate marketing. Their goal was to highlight the creativity, innovation, and impact of affiliate professionals across Europe.
Behind the Scenes: Event Structure and Vision
The inaugural European Affiliate Awards will take place on September 15 in Amsterdam. Although the first edition is hosted in the Netherlands, the event is designed to be international, with future editions potentially rotating across European cities such as Brussels or Paris.
The event will feature a mix of award presentations, panel discussions, networking opportunities, and a celebratory dinner and after-party. Robin explains that the awards are not meant to dominate the evening; instead, they will be concise and complemented by in-depth panel sessions that address current industry challenges.
The long-term vision is to make the awards a year-round vehicle for knowledge sharing. Winners will be invited to share their success stories through interviews and podcasts, helping others learn from their experiences and replicate successful strategies.
Insights from Over 100 Case Submissions
Robin and Sjef received an impressive 110 case submissions for the awards, which provided a rich overview of current trends and innovations in the affiliate marketing space. Robin was particularly struck by the quality and creativity of the submissions, many of which showcased cutting-edge approaches and technologies.
Among the most prominent trends were the use of artificial intelligence for automation, media planning, and traffic acquisition. AI is being leveraged to enhance efficiency and decision-making across campaigns.
Another key area of innovation is tracking and conversion optimization. With recent changes in Google’s ecosystem, tracking has become a critical issue. Robin notes that improved tracking solutions are essential for ensuring fair revenue distribution among Publishers, networks, and advertisers.
Other notable trends include the rise of content-to-commerce strategies, live shopping integrations, and full-funnel marketing approaches. These developments reflect a shift away from last-click attribution toward more holistic campaign strategies that consider the entire customer journey.
Looking Ahead: Future Plans and Ambitions
Robin and Sjef plan to host the European Affiliate Awards annually, with the possibility of expanding to additional events or formats. Their immediate focus is on making the first edition a success, supported by sponsorships, ticket sales, and case submission fees.
They aim to keep the ticket price accessible to attract a diverse audience, including younger professionals and newcomers to the industry. Their philosophy is rooted in inclusivity and community-building, ensuring that the event serves as a platform for learning, networking, and celebration.
Personal Reflections and Recommendations
Towards the end of the episode, Robin shares some personal insights. He recommends the book The Power of Habit by Charles Duhigg, which helped him understand how habits are formed and how they can be changed. He also mentions his favorite app, Planta, which helps him care for his houseplants by providing reminders and health checks.
When asked what he would be doing if not working on the European Affiliate Awards, Robin humorously suggests he might be a Formula One driver or involved in any activity involving speed and engines - boats, jet skis, motorcycles - anything fast and thrilling.
Conclusion
The episode offers a compelling look into the world of affiliate marketing through the eyes of Robin Piet. His journey, insights, and vision for the European Affiliate Awards reflect a deep commitment to elevating the industry and fostering a more positive, informed perception.
Listen to the entire episode on Spotify, Apple Podcast, our website, and all other podcast platforms.
About The Partner Marketing Podcast
The podcast brings together thought leaders and professionals from across the globe. In each episode, our host, Matthias, sits down with guests to discuss the evolving world of Partner Marketing and share personal stories.
For more details, please visit www.tradedoubler.com/podcast