Affiliates have the potential to be as big as AdWords or Facebook

Posted by: at 9/02/2016 06:58:00 am

1600+ delegates attend the two-day India Affiliate Summit

New Delhi, September 02, 2016: Underlying the importance of the Affiliates in today’s digital marketing age, Ravi Bansal, Head Traffic and Content, LeEco, said that “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, organized by Internet and Mobile Association of India (IAMAI), in association with VCommision.

Affiliates have the potential to be as big as AdWords or Facebook

The speakers at the two-day mega event were unanimous in their views that Affiliate Marketing is a key enabler today. Parul Bhargava, Co-founder & CEO, vCommission Media, in her address, 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.

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, emphasized 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.

Rohan Bhargava, Co-founder, said that “Cashback as a channel has helped e-commerce players to gain initial traction, spearhead their new customer acquisition model and do more business at reduced costs! For e-commerce companies, offering cashbacks/coupons has emerged as a popular alternative not just to attract new customers, but also to retain them.” He mentioned that as per recent reports, cashback industry is growing at the rate of 62.9% with around 7.6 million unique users getting added every month and accounts for about 15-20% of total sales in the e-commerce sector. So, whether a company is small or in the Fortune 500, affiliate marketing is a valuable channel for attracting new business and retaining existing customers, he added.

In today’s growing e-commerce era, Affiliate Marketing has become imperative. Affiliate Marketing is marketing third party products and being recompensed for each purchase, sale, click or revenue generated by visitors who have reached the Seller through the advertisements, vouchers or other incentives on website, mailers etc. One can easily work from home and earn big money through the Affiliate marketing channel and this Summit will highlight how one can earn from home by joining hands with the affiliates.

Spread across 2 days of networking & innovation, the Summit provided the industry fraternity the opportunities to hobnob with fellow Affiliates & Brands alike and visit the Affiliate Street, a section completely dedicated to Affiliate marketers. The two-day mega event was attended by more than 1600 delegates.


     The Internet and Mobile Association of India [IAMAI] is a young and vibrant association with   ambitions of   representing the entire gamut of digital businesses in India. It was established in 2004 by the leading online publishers, but in the last 12 years has come to effectively address the challenges facing the digital and online industry including mobile content and services, online publishing, mobile advertising, online advertising, ecommerce and mobile & digital payments among others.

      Twelve years after its establishment, the association is still the only professional industry body representing the online and mobile VAS industry in India. The association is registered under the Societies Act and is a recognized charity in Maharashtra. With a membership of over 250 Indian and MNC companies, offices in Delhi, Mumbai and Bengaluru, the association is well placed to work  towards charting a growth path for the digital industry in India.

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