With an aim to bring Performance Marketing industry together, and provide networking opportunities for affiliate marketers as well as educational sessions on the trending industry issues, the Internet And Mobile Association of India (IAMAI) initiated IAS.
They have set a platform for discussing innovative and implications of Affiliate Marketing. The #IAS16 is designed to revolutionize the Indian Affiliate marketplace.
IAS 2016 is organized by IAMAI (@IAMAIForum) and vCommission (@vcommission).
India Affiliate Summit 2016: What will you find?
Some of the key speakers at #IAS16 are Arpanarghya Saha, Senior Director – Digital Transformation & Go To Market Strategy, Snapdeal; Ankit Kathuria, Head of Digital Marketing, Uber; Deepak Srikumar, Head Digital Marketing, Myntra; Anand Subramanian, Senior Director – Marketing Communications, Ola; Manish Shrivastava, Digital Marketing Head, Yepme; Manmeet Singh, Director-Online Marketing, Flipkart etc.
The #IAS16 is spread across 2 days of innovation and networking.
This year, the India Affiliate Summit 2016 is happening today, 1st September at Delhi, the capital city of the country. The event is taking place at the Leela Ambience, Gurgaon.
Spread across 2-days of networking and innovation, you will witness lead talks, panel discussions, etc. Topics like ‘Mobile Affiliate Marketing: World of Apps, Pops, re-directs & advertising’, ‘Cracking the Affiliate Marketing Code’, ‘The State of the APP Economy: Market Developments & Forecast’, and more.
Panel Discussion on ‘Mobile Affiliate Marketing: World of Apps, Pops, re-directs & advertising’
Amongst these, one of the interesting topics discussed is ‘Mobile Affiliate Marketing: World of Apps, Pops, re-directs & advertising’. Points like targeting customer on mobile vs web, its advantages, and challenges, the effectiveness of new costings like Pay/App download, Pay/Review, mobile-centric affiliate marketing tools, and challenges in a multi-device scenario were discussed.
The panelists in this panel discussion are
- Ofir Brill, International Sales Manager, HasOffers
- Mohit Ahuja, Senior Director – Marketing, Droom
- Dinesh Arora, Head of Digital Marketing, Zopper
- Daniel Neumann, VP Business Development & Strategy, ClicksMob
- Mohammad Sohrab Ali, Co-Founder & Sales Head, Adsplay International
The panel will be moderated by Narayan Murthy Ivaturi, Director Revenue & Sales, tenthavenue. The panel discussion was opened by Narayan by talking about consumers in the affiliate market.
Upon this, the following points were made by the panelists…
Daniel Neumann, VP Business Development & Strategy, ClicksMob
For, Cost per click there should be transparency. On moderator’s question if affiliates understand the business logic. Daniel said are we really creating a partnership on what are the objectives, what value do we bring to the ecosystem and what customers are we serving to. Communicate and trust is important.
When a brand is engaging an affiliate network, they should treat them like partners. Brands are not paying an affiliate for the performance.
- dive deep down to the product. keep a holistic view.
- are the affiliates doing something other than online.
- For adding the value you should play with the product, how is the funnel structured.
Mohammad Sohrab Ali, Co-Founder & Sales Head, Adsplay International
Moderator: when you expect us to treat affiliates like a partner. are you behaving like eligible partners?
Ali: Engage in the full funnel from CPI to sales. recurring commission structure. There should be monetization should be there. This way, the affiliates will
Ofir Brill, International Sales Manager, HasOffers
On the media side, 50-70% buy from affiliates as they need a scale because India is a super-competitive market. With an expectation of lower LTV, they will get you scale. with Google and Facebook, you will get quality leads but not scale.
Talking about technology, there is a lack of education and knowledge. You need to know different parameters of KPI, devices and know how to share it. For instance, how you can link it with other logistics.
How marketers are thinking and other partners are thinking. What are the ways to narrow down the customers? How do you understand the targeting ecosystem?
Using all the targeting parameters, for a brand, we decide the overall target which can be sliced down later on. When it comes to Google and Facebook, a particular user uses our app and then later understand this user works for us. we might not get the scale but quality.
But this is not the case with Affiliates.
Our approach is little different since the categories are new in India. We start with open campaigns. We start wide and then narrow down. Affiliates know what all strategies are working as they are in contact with hundreds of successful brands and if they share their experience, it would be easier to decide which strategy help in optimization.
Moderator: Targeting helps you reducing the costs and serving them a business logic. But how targeting is helping with cost per lead.
Ali said talking about mobile is different. It is more effective on mobile. When you have a mailer for an affiliate, it is a segregated data. Further, Daniel said if the service of your product is not available, then it is a waste if you do affiliate in that city. Be innovative in providing services and products like city-based services. There should be information on types of placements, types of assets.
Tools for managing affiliates effectively asked the moderator.
Most of the panelists answered Tune. While Daniel said Campaign optimization tools that allow looking at users’ activities. For instance, did the user actually performed a purchase? These days, markets have really shifted, the language has changed to monetization and effectiveness.
The ad formats and efforts are being invested in good user experience like video.
Ali said the Investigated if there’s any tool which can help for all activities. SDK to give exact attribution
From an attribution perspective, Mohit explained Experimentation we came to know the affiliates drive the organic traffic.
While Dinesh always gives attribution to the first click. But when it comes to google or facebook, it is given last attributed click.
Ofir said there are ways to track view-throughs, clicks etc. In India, the adoption of KPIs is fast which is a good sign of trust. If the entire ecosystem starts sharing the information, it will be the snowball effect.
The panel discussion was closed by saying along with many technologies, there is mobile web attribution will be coming soon in the industry.
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