IAMAI hosts ‘India Affiliate Summit’

06 Sep,2016

By A Correspondent


Underlying the importance of affiliates in the digital marketing age, Ravi Bansal, Head Traffic and Content, LeEco, said, “Affiliates have the potential to be as big as AdWords or FB, but the only thing stopping is the visibility to the advertisers. The way we have AdExchange, we could have an Affiliate Exchange.” He was participating in a panel discussion on ‘Anatomy of Perfect Affiliate Marketing’ at the India Affiliate Summit, organised by Internet and Mobile Association of India (IAMAI), in association with VCommision.


The speakers at the two-day event were unanimous in their views that Affiliate Marketing is a key enabler today. In her address, Parul Bhargava, Co-founder & CEO, vCommission Media, mentioned that the affiliate network has been growing steadily in India despite the fact that it is still at a nascent stage. She underlined the importance of a strategic partnership amongst the various channels such as advertisers, brands, publishers, which could be a win-win for all the stakeholders.


Anurag Gupta

In his address, Anurag Gupta, Founder & MD, DGM India, said that the advertisers would need to recalibrate their affiliate strategy to derive best mileage out of the Affiliate Channel. This will continue to be one of the most cost effective channels of customer acquisition.”


A whitepaper titled, ‘Affiliate Marketing – What is the big deal’, jointly prepared by IAMAI and Tata Strategic Management Group was also released on Day 1 of the event. Releasing the paper, Sourabh Gupta, Engagement Manager – Technology & Digital, Tata Strategic Management Group, said “Industry often takes a myopic view on affiliate marketing by limiting it to sales. We, at TSMG believe that technology evolution would not only drive but also re-shape affiliate marketing in India. Companies across industries should re-align their conservative outlook towards affiliate marketing thus driving disproportionate results.”


Speaking at the summit, Milind Pathak, Chief Operating Officer, Madhouse India, emphasised that in today’s connected world the modern marketer has to think beyond the obvious. He said: “Affiliate Marketing is not only about getting the downloads; with technology moving towards programmatic, data intelligence and attribution, marketers today can identify the time when a consumer will convert and that to in real time.” Marketers today can take all these innovations, combine them together and create a cracking campaign with effective strategy that will surge brand impact and customer engagement, at the same time driving a defined  outcome, he opined.


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