Gustavo Geraldes describes himself as a success-driven entrepreneur, avid digital marketing enthusiast, and passionate mentor. His experience in the digital advertising field, although lasting less than a decade, is rich, impressive, and very diverse. DripX Media is the fifth company Geraldes has founded, and it’s his way of steering attention onto more sustainable and predictable sectors of digital marketing that address the ongoing issues in the market.
Affiliate marketing is where an individual will buy ads on advertising platforms, such as Google, Meta, TikTok, Instagram, and others to drive sales and receive commissions from their referrals. According to Gustavo, affiliate marketing very often turns out to be profitable but doesn’t provide a stable, consistent cash flow.
“In affiliate marketing, you don’t have enough control. People can go from making seven figures in one month to earning nothing. The reason is that affiliate marketing is completely reliant on advertisers and ad accounts. For example, an advertiser could reduce their budget at any moment or change their terms which would abruptly restrict your earning potential as an affiliate. If any of your ad accounts get shut down, you might go through weeks or months of no revenue, ultimately losing out on the opportunity to build long-lasting, sustainable wealth. Affiliate marketing is a game of high risk, high reward with exceptional highs and destructive lows. I prefer predictable and sustainable income, and DripX Media is my way of achieving this goal,” explains Gustavo.
Those who are attracted to the world of affiliate marketing are often entrepreneurs or solopreneurs who work alone or in small teams. According to Geraldes, those who succeed possess excellent media buying skills, are excellent at acquiring customers, and generate considerable cash flow. Affiliate marketers are particularly adept at attracting customers because they only get paid when they meet a target, and many large companies take advantage of this. However, working on a commission basis means they never get to create an empire of their own, which deprives affiliate marketers of the opportunity to experience a significant liquidity event, such as selling their company.
Geraldes was born in Portugal and raised in Australia. He left Melbourne in 2010 and travelled the world for over three years. After that time, the young entrepreneur decided to find a more permanent home in the US. It took five years of wrong partnerships and poorly selected business ventures for Geraldes to start seeing success. The success was derived from focusing his efforts on digital advertising and ultimately discovering various ways of making money online. After gaining recognition and winning several awards within the industry, Geraldes moved away from focusing on high-cash-flow online advertising campaigns and began shifting his efforts to building a company to sell.
This endeavour led Geraldes to co-found Ambrose Health, a preventative health care offering genetic testing to combat some of the most fatal illnesses in America, such as cancer and heart disease. Gustavo’s expertise enabled Ambrose to acquire hundreds of thousands of customers and generate an average of $10-14M in revenue a month. When Geraldes’s efforts and knowledge finally started to pay off, one of his vendors began getting more and more greedy and jeopardized Geraldes’s business through illegal actions. As the founder of the company, Geraldes encountered legal trouble, which temporarily damaged his name, and derailed his progress.
Good things never come easy, and Geraldes has had a fair share of hurdles during his journey. “All the wrong ventures, greedy business associates, and even legal issues taught me what to beware of. I’ve learned my lessons, and I’m ready to make a mark in the industry again. DripX Media is my way of developing brands into household names via omni-channel direct-response advertising. Our mission is to partner with funded direct-to-customer companies, to drive hyper-growth, and increase customer lifetime value. DripX focuses on building systems and nurturing connections with customers, ensuring longevity, predictability, and a stable cash flow. I’m excited to see my vision through and build companies with high enterprise value, leveraging our digital advertising expertise,” shares Geraldes.
Amalesh Das is a freelancer content writer.
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The quantitative survey of more than 700 “early adopter consumers”—who are defined as individuals who interact with food/drink online content regularly and who dine out often—allows Curious Plot to tap into early trends, said Amy Wood, senior VP.
“It was really important to us to hone in on this group. Early food adopters are folks we identified as being particularly food forward,” Wood said in a presentation. “By researching the curiosity level of food adopters, we can get a head start on where the mainstream curiosities are going.’
While convenience, nutrition and sustainability are mainstay trends, the survey found more nuanced details behind consumers’ preferences and the breakdown in generations.
Consumers want to prepare foods in a simple way
Millennials, Gen X and Baby Boomers cooking at home are inspired by easy meals that can be prepared under 30 minutes, while Gen Z are inspired by cooking skills and tips found on TikTok. Both Millennials and Gen Z reported interest in elevating packaged foods like ramen and exploring different cooking hacks that are popular on social media and YouTube.
In terms of nutrition, Millennials, Gen X and Baby Boomers are interested in foods with functional benefits – particularly surrounding cognitive, gut and immune benefits; while Gen Z, who are less nutrition-focused, are more interested in new snacks and products.
While more consumers are curious about news ways to prepare fruits and vegetables, interest in plant-based proteins (19%) and milks (18%) was low in this group.
Taste and texture continue driving interest in plant-based products, along with cost. The findings in the study highlight more room for this category to grow in terms of affordability, formulation and even distribution.
Interest in sustainability is low, but presents opportunities for brands
While consumers showed an interest in sustainability topics, culinary and nutrition topics took precedent. The study found that only 47% of respondents identified food waste as a top curiosity and only 22% are “extremely curious” about climate-friendly eating.
“More than likely this…has something to do with the sustainability realm that consumers actually feel like they have an impact on, something they can personally take responsibility for,” Wood elaborated.
Other interests included animal welfare, farmer worker welfare and sustainable packaging.
Improving interest in sustainability and plant-based foods, an analysis
The low curiosity in plant-based foods and in sustainability presents a significant opportunity for brands to develop innovative marketing strategies that bridge the gap between consumer preferences and sustainable practices.
By creating engaging campaigns that highlight the nutritional benefits, flavorful possibilities, and positive environmental impact of plant-based diets, brands can capture the attention of the audience and encourage a shift towards more sustainable eating choices.
Moreover, leveraging partnerships with influencers, chefs, and experts in both culinary and sustainability fields can help educate consumers and cultivate a deeper understanding of the connection between food and the planet’s well-being.
This strategic approach not only addresses current consumer interests but also fosters a genuine desire for eco-conscious consumption, paving the way for a more resilient and responsible food industry.
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