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Tag: Neha Kulwal

  • Acer and Unidays forge strategic partnership for student market growth

    Acer and Unidays forge strategic partnership for student market growth

    Mumbai: With the assistance of the Admitad partner network (a Mitgo Group company) Acer and Unidays have announced a strategic partnership to focus on performance marketing and promotional collaboration. This partnership aims to achieve mutual growth objectives by combining Acer’s high-quality products with Unidays’ targeted marketing capabilities. Admitad has started receiving great responses from Unidays in just a short period. Their GMV has reached 16.6 lakhs and with more optimization in the campaign from Uniday’s end,  the numbers will go up in future.

    According to industry reports, India’s domestic Electronics Manufacturing Services (EMS) industry revenues are set to more than double, reaching $55 billion by FY2027. In this partnership, Acer provides exclusive discount codes for Unidays members, encouraging purchases and increasing sales volume. Acer will benefit from increased visibility among Unidays’ audience, enhancing brand awareness and recognition in the student market. The partnership allows for targeted promotions that are relevant to the needs and preferences of students, ensuring that they receive offers that are most beneficial to them.

    Students can easily access Acer’s products and discounts through the Unidays platform, streamlining the shopping process. The Unidays platform provides a user-friendly experience, making it simple for students to find and utilize the best deals on Acer products. Purchasing through this partnership ensures hassle-free returns and comprehensive warranty options, adding peace of mind for consumers.

    Unidays earns a commission for each sale made through its platform using unique tracking codes. Both Acer and Unidays share insights regarding user behaviour, sales performance, and campaign effectiveness, allowing for the optimisation of marketing strategies. The brands want to provide a superior shopping experience to students by offering exclusive, attractive deals on essential tech products while also building a sustainable, long-term partnership that continuously evolves to meet the changing needs of students and the broader market.

    Speaking on the partnership, Mitgo, India and APAC managing director Neha Kulwal said, “Admitad is extremely delighted to be a catalyst for this partnership. Students will benefit from the reliability and trust associated with both Acer and Unidays, ensuring they receive genuine products and dependable customer service. For brands, this partnership will set an example in the industry, ensuring the achievement of mutual growth objectives by leveraging Acer’s high-quality products alongside UNiDAYS’ targeted marketing capabilities.”

    According to Acer head of marketing Sooraj Balakrishnan said, “We are happy to work with UNiDAYS through our trusted partner Admitad. This partnership is a testament to our ongoing commitment to providing students access to high-quality technology. It offers exclusive discounts and deals, making it easier for students to purchase the products they need for academic and personal growth. By leveraging UNiDAYS’ extensive reach and targeted marketing capabilities, Acer will be able to connect with the student community more effectively, ensuring they benefit from our innovative products. This collaboration enhances our presence in the education sector and reinforces our dedication to supporting students in their educational journey. We are confident this partnership will drive significant value and mutual growth for both brands.”

  • Indian customers spent 11 per cent more during Rakhi festival in 2023

    Indian customers spent 11 per cent more during Rakhi festival in 2023

    Mumbai: The amount of money Indian customers spent during the Rakhi festival week this year increased by 11 per cent compared to the festival in 2022. The average order value was Rs 2,055. Admitad’s affiliate network analysed over 400k orders across more than 350 brands to understand how customers behaved during the Rakhi holidays last year, and how they changed their preferences this year.

    It can be seen that during the holiday week, many more people in the country chose to stay at home and shop using their computers – the percentage of mobile orders was only 45 per cent. In comparison, during the recent Independence Day, it reached 69 per cent, and on average during the “quiet period” – 48 per cent.

    What was purchased during the festival?

    Up to 40 per cent of orders this year were made on marketplaces – their influence has increased significantly since last year. The number of orders from major marketplaces during the festival jumped by more than 50 per cent. This could be expected, because many leading marketplaces prepare special sales, promotions and coupons for each holiday, and thus can maximize conversion among their customers.

    25 per cent of all orders during the festival were for clothes, shoes and accessories – the number of purchases in this category increased by 16 per cent compared to last year. Next came beauty products with 8.5 per cent of purchases. Six per cent of orders went to the category of home goods and four per cent to food delivery. Interestingly, the number of food and grocery orders at Rakhi Festival more than doubled compared to last year and this category was one of the leaders in terms of purchase growth.

    What attracted the shoppers?

    Speaking on the report, Mitgo managing director, APAC and India Neha Kulwal said, “According to Admitad’s calculations, this year’s leaders in attracting orders during the festival were cashback services – they accounted for up to 26.6 per cent of all orders. Interestingly, their popularity has almost doubled compared to the Rakhi Festival last year. Apparently, the major players in this market have put a lot of effort in preparing promotional campaigns this time.”

    17 per cent of the orders were brought to brands by content platforms and online media, which traditionally prepare reviews of the best gifts, dishes and ways to spend the festival. Indian shoppers do indeed pay attention to such articles, click on the links in them and buy the recommended products.

    Another 10.5 per cent of orders came from coupon services, 10.3 per cent from contextual advertising, 7.5 per cent from affiliate stores, 6.7 per cent from mobile applications, and 6.5 per cent from loyalty programs.

    The latter, by the way, were much more influential during the festival period than last year. Purchases based on recommendations of loyalty programs this year during the festival increased many times over. This trend, coupled with a significant increase in sales on marketplaces and through cashback services, makes one think that earlier big companies did not pay enough attention to the Rakhi holiday, but in 2023 they have fully included it in their agenda and made thorough preparations to spur user activity.

  • Shopping on Independence Day: What Indian customers craved for?

    Shopping on Independence Day: What Indian customers craved for?

    Mumbai: Affiliate network Admitad studied more than 650 thousand online orders that Indian users made in the two weeks of Independence Day celebrations and compared them with the results of July and Independence Day celebrations last year. According to the network, the total amount Indian users spent online in the last two weeks grew by more than five per cent compared to last year.

    However, the growth cannot be called record-breaking – it rather reflects the overall growth of e-commerce in the country. For example, shopping activity in July was on a similar level. The average check of purchases over the year increased by 9.24 per cent – from Rs 2220 to Rs 2425.

    The cities with the highest number of online orders during the holidays were Delhi, Mumbai, Bengaluru, Kolkata, Hyderabad, Chennai, Patna, Jaipur, Pune and Lucknow.

    A triumph of mobile shopping

    Users had no time to order from their computers during the festivities. The share of mobile orders in the country jumped from 48 per cent in July to a shocking 69 per cent during the holidays. Indians preferred to shop literally on the go, with a couple of clicks from their smartphone screen.

    Mitgo managing director APAC & India Neha Kulwal “Last year, the share of mobile shopping was also higher than on ordinary days – at over 52 per cent. The trend of mobile shopping during festive periods is increasing every year – brands should definitely look at how they are engaging with mobile shoppers and offer them additional benefits during the festival season.”

    Indians dressed up for the occasion

    According to Admitad’s calculations, almost half of all holiday orders this year came from the fashion industry – users shopped for outfits, shoes and accessories. Other popular categories were beauty products (12.2 per cent of orders), electronics (9 per cent of orders), food delivery (4 per cent), aeroplane tickets (3 per cent) and hotel reservations (2.5 per cent).

    The record-breaker in terms of order growth compared to the “ordinary” period in July was the category “Flowers and Gifts” – its online sales increased four times during Independence Day. The food delivery industry also experienced huge growth – Indian users ordered delivery as much as 46 per cent more often during the holidays. The travel industry was another leader, with Indian users booking hotels 20 per cent more frequently during the holidays.

    Contextual advertising, cashback and media attracted customers

    Brands were prepared for the holidays – this is evident in the sources from which customers came. For example, contextual advertising took the leading position in the number of attracted orders – it accounted for more than 25 per cent of all holiday online purchases. The marketers did a great job and were able to come up with ads that caught the eye of the Indian audience.

    Local shoppers also actively read articles on content platforms and online media – these attracted more than 15 per cent of holiday orders. Influencers on Instagram, YouTube and Facebook lured more than seven per cent of customers. Another four per cent of customers placed an order on the recommendation of channels on Telegram.

    Despite the holiday euphoria – Indians didn’t miss out on their gains. More than 13.6 per cent of orders were made using cashback. ten per cent of Indian shoppers used a discount coupon. Another four per cent of shoppers were tempted by lucrative loyalty programs.

    Affiliate marketing was also among the most effective tools, with a 15 per cent increase in the number of brands incorporating it into their holiday marketing strategy in 2023. Publishers also didn’t miss out on the opportunity to make extra money during the hype days – their revenues in August were up more than five per cent compared to July.

    Brands should definitely consider these insights as they prepare for an active fall season. Festival season, Black Friday and other large-scale events are ahead that are sure to attract millions of shoppers. But only those brands that make the right use of fresh trends will be able to win the battle for their attention.

  • Admitad appoints Neha Kulwal as APAC managing director

    Admitad appoints Neha Kulwal as APAC managing director

    MUMBAI: Admitad has appointed Neha Kulwal, formerly the country manager, as the Asia-Pacific managing director. Admitad’s India operations were launched with the vision of becoming the largest, most trusted partner network and martech & fintech solutions provider. The company is confident it can increase growth in the entire APAC region under the leadership of Neha Kulwal, it said in a statement.

    Having joined Admitad six years ago, Neha Kulwal has established a solid market position for the company, increasing the business volume five times and attracting new clients across diverse industries. Neha has built a steady team of more than 50 people working for the company in the region today. Her ability to act as a team leader and as a true people person gained her respect throughout the entire Admitad family and beyond.

    Since 2020, the company has increased the size of its partner portfolio in India and added a significant number of advertisers and publishers as partners and clients. The total sales generated by Admitad tools for brands almost doubled between 2019 and 2021. Top-tier brands such as Flipkart, Croma, Ajio, BoAt Lifestyle, Samsung, Myntra, Kotak, Mcaffeine, and Times of India enjoy long-term, profitable partnerships with Admitad in the APAC market.

    Neha Kulwal said, ” I am delighted and truly honoured to receive this recognition. This is the beginning of a new chapter in Admitad’s journey in the region. I am confident that APAC, given its immense growth opportunities, will live up to its full potential in driving our business to greater heights. We started Admitad’s India operations with a clear vision of becoming the biggest and most trusted partner network. I am very proud of what we as a team have achieved in the last six years and, with this new responsibility at hand, I intend to grow our APAC operations by replicating the India success story.”

    “Neha Kulwal is a truly top player and an inspiring leader of the digital economy. We appreciate her experience and her business sense, and could not think of anyone being a better perfect fit for our ambitious goals in the region. It will be exciting to see more Admitad APAC projects and initiatives set benchmarks in this market,” said Admitad founder and CEO Alexander Bachmann.

    Admitad has recently moved into the new office in Gurugram, offering additional businesses and solutions beyond its partner network, including Tapfiliate, ConvertSocial, Univibes, and Coupon Whitelabel. In the near future, the company will continue to invest in developing its infrastructure in APAC.

  • GUEST ARTICLE: Four mistakes Indian brands make with promo codes

    GUEST ARTICLE: Four mistakes Indian brands make with promo codes

    Mumbai: Promo codes—the backbone of partner marketing—are highly powerful marketing tools. When used correctly, they have the potential to attract new customers while also rewarding existing ones for their loyalty. Many brands understand this—according to Coupon WhiteLabel, a company that creates coupon pages for hundreds of companies around the world and drives traffic to them, the number of promo code online-purchases in India in the first half of 2022 increased by more than 40 per cent.

    Even so, many brands still don’t know how to properly work with promo codes. Analysing their customer data, Coupon WhiteLabel came up with a list of the most common mistakes brands make when using promo codes—and how to avoid them.

    Mistake #1: Treating promo codes as a last minute solution

    Promo codes can provide a great last minute boost to sales for brands that want to clear excess stock. But to be truly effective, promo codes need to be integrated into a brand’s entire sales and communication strategy.

    Promo codes are a vital part of a healthy sales strategy, mostly because they offer real incentives to the customer right at the end of the decision journey. But when used correctly as part of a comprehensive plan, they can variously deliver new customers, help launch new products, boost sales during a slump, or increase visibility during a peak sales season.

    Mistake #2: Assuming that promo codes work fine on their own

    It’s clear that promo codes can help increase sales, but they are not miracle workers. Unless your brand is offering truly massive discounts, promo codes are most effective when they can be contextualised within a customer’s life. By connecting your brand (and the promo code’s discount) to a holiday, seasonal event, or trend, you can improve your brand’s emotional connection with the customer.

    Brands should be continuously analysing their customers’ reasons for purchase: why do people buy our product? What are there holidays, seasonal events, or trends that tie in well with my product? In a normal year, there are thousands of events that can amplify the power of a promo code. From New Year’s resolutions to spring springing, graduation season, festival season, wedding season, back-to-school season, autumn (pumpkin spice latte anyone? ), and the holidays, brands should create a calendar of events that correspond to their product offering and consider how these times can fit into their overall message.

    Mistake #3: Disregarding deal hunters

    An estimated 35 per cent of customers use coupons that the brand did not give them directly, instead using promo codes they found by searching on the internet on third-party platforms and websites. This represents a certain loss of control for you—a third of your customers are at risk of finding a better deal elsewhere, being frustrated by expired promo codes, or something else that results in a bad experience.

    How can you reconnect those customers with your brand? Coupon WhiteLabel’s data shows that additional coupon sites launched by the service in collaboration with brands help bring most of these customers back under the control of the brand. This allows the brand to better manage the customer experience and focus their attention back on the desired products.

    Mistake #4: Prioritising a short-term sales boost over building long-term loyalty

    Promo codes are a tried-and-true way to boost sales by taking a bit of a hit to your margins. But if you take the time to foster an emotional, long-term connection with the customer, you can reap the lasting benefits of customer loyalty.

    Instead of just looking at promo codes as a way to trade a bit of your profit margins in exchange for a sales boost, you can instead consider promo codes as a way of building rapport with the customer. Offering special promo codes for different groups can help make your customers feel like they’re important to you. Take a look at your customer demographics and consider offering tailor-made promo codes to different groups within your customer base—this can be especially effective when targeting lower-income groups like college students, public servants, or senior citizens. That being said, high-income groups also love a good discount, so don’t leave them out—instead, consider linking the discount to a larger cart size.

    In each of these cases, the promo code will be most effective when combined with a clear and well-planned communication campaign aimed at the group(s) you’re targeting.

    Why promo codes are right for your Indian business

    When used correctly, promo codes are a great way to incentivise conversion. As ecommerce booms in the wake of the pandemic, brands in India and beyond should take a thoughtful look at their online strategy and ask themselves how they can get the most out of their promo codes.

    The author of the article is Admitad India country manager Neha Kulwal.

  • GUEST COLUMN: Change of winds – The rise of Online Services in India

    GUEST COLUMN: Change of winds – The rise of Online Services in India

    Mumbai: The Online Service industry is on a continuous upward path. This industry today contributes as much as eight per cent to the GDP of a fast-growing country like India. Online Services have always been there in the market but in the past two years, it has expanded massively to further sub-categories.

    The hybrid working model and growing need to get essentials on your doorsteps drive the demand for Online Services. Some of the major categories that have proven to be a part of individuals in Tier 1 & 2 cities are- Online Education, Software, OTT & Entertainment Platforms, Food Delivery, Grocery, Cleaning Services, and many others counting under it.

    Over time, various initiatives have been taken to increase the awareness of usability of these services among consumers, which is rapidly pushing this industry to become profitable and efficient. In an age of regular technological disruption, the need to upgrade and learn new technologies has become a top priority. The Online Services platform has witnessed a 70 per cent growth in 2021 – Rs 46 crore GMV on Admitad platform. The major contributing categories to this growth are Software programs, Education programs, OTT programs, and many others.  It has been observed that consumers are favouring these services and including them in their daily life routine.

    Let’s dive deep into the top two categories of Online Services which we have observed during this year.

    Software Programs

    With no surprise, Software Programs are one of the key drivers of success in the digital world. Whether you’re focused on B2B or B2C, or both, there is no denying that you’re in a lucrative playing field. 2021 saw the emergence of the Software Programs as more and more end-users started using different software and applications to assist them in their day-to-day work from home. Norton, BigRock, GoDaddy, HostGator, Namecheap, Tenorshare, Mcafee, & Easeus are some of the top online software platforms to name a few. The growing need to secure cloud platforms, amid the growing incidence of cyber-attacks and hacking, drives demand for security softwares. With more visibility in this category, publishers have witnessed their traffic getting converted into revenue with an overall growth of 12x.

    E-Learning Programs

    The upswing in the E-learning space has created a lot of buzz around this year. To achieve career growth and add value to their knowledge, working professionals in India are focusing on skill development.  Post the pandemic, 2020 saw the rise of Online Education & E-learning as a service but it boomed in 2021. We saw an immense amount of traffic getting redirected to the Education programs. More and more loyal partners, banks, telegrammers focused their traffic on driving the Online Education programs. We saw an overall growth in the Education category by 4.5x. This category offers an opportunity for the publishers to thrive as we have seen more and more educational programs getting live by the Year-end. Brands like Edureka, Unacademy, Harappa, Udemy, Skillshare, Top rankers have been the top contenders in the E-learning segment and have offered the best for their users.

    Impact of Affiliate Channel on Online Services

    Looking at the demand & market trend, these brands are trying to find cost-effective channels to reach out to the end-users and to create and execute strong growth strategies in order to get ahead and rise above the competition. To leverage such marketing strategies, companies have started adapting performance-driven channels. Besides targeting a higher number of audiences, they are conscious about their ad spending, and to maximise their ROI, they are heavily spending on the cost-effective channel – ‘Affiliate’. It allows brand marketers to capture the market to the fullest and utilise the different Affiliate inventories to target all sets of audiences. Online Services Programs generated GMV worth 46 crores through Admitad platform. The major contributing partners to this growth are Cashback 43 per cent, Social Affiliate 36 per cent, Coupon five per cent Content 10 per cent Email two per cent and four per cent others in the current year.

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    The Online Service market has tremendous potential now and surely in near future and with the growing use of the internet, companies are creating more unique opportunities to reach every region and every potential customer. Even in the pandemic we have seen how they have created great services and reach every person to satisfy their needs and demands.

    (Neha Kulwal is country manager at Admitad India. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.)

  • Admitad India drives sales worth Rs 17 cr during Diwali

    Admitad India drives sales worth Rs 17 cr during Diwali

    NEW DELHI: Affiliate network Admitad India has witnessed high volumes of online purchases to the tune of 17 crores during the Diwali period. Indians are known to be festival shoppers, and the trend has continued even during the post-Covid2019 scenario. Over the years, several brands have taken to affiliate marketing to market their products using various avenues. Admitad India has contributed on this front, by driving transactions through its network of publishers using various promotional channels. 

    The affiliate channel has been instrumental in facilitating online transactions across several categories through aggressive promotions via multiple traffic sources such as coupons, cashback offers, e-mailers, instant messaging, push notifications, browser extensions and more.

    In terms of orders across all categories, the net pre-Diwali orders through Admitad’s affiliate channels stood around 67,000 orders, whereas the festive period recorded almost 1,00,000 and sales worth Rs 17 crore. It indicates the extent to which festive season traffic has converted into sales on e-commerce platforms. The interesting trend being that cashback, social media links, email marketing, and coupon options accounted for the highest orders out of the lot. 

    Admitad’s observations show that consumers have invested significantly in digital and household equipment like mobile devices, televisions, home audio systems, large appliances etc, which witnessed the biggest hike in sales during the festival time. The sale amount under this category almost doubled, recording Rs 9.6 crores as compared to a little over Rs 5 crore during the week before Diwali. 

    Festival time in India means families indulging in new clothing and gifting friends and relatives, which is evident from the buying patterns of customers during this Diwali week. Even in the apparels segment, the Diwali period registered a 20 per cent increase in the number of orders, with the sales achieving close to Rs 2.08 crores as compared to Rs 1.72 crores during the pre-Diwali week. According to Admitad's analysis, there has been a 31 per cent increase in the gifts & flowers category i.e. garnering more than Rs 15 lakh during the Diwali week, as compared to Rs 10.68 lakh pre-Diwali. 

    Admitad India country manager Neha Kulwal said, “Since affiliate networks are focused on promoting coupons, deals and offers it makes them all the more effective during these sale events. Traditionally, It’s the peak time when individuals buy a lot of products in India. As the retailers & e-tailers allow attractive discounts and deals, people tend to buy more during this period of time. Affiliate networks are therefore well positioned to deliver their best results during festivals and this is a great way to showcase their effectiveness.”

  • Affiliate marketing: The new rage in the post-Covid2019 world

    Affiliate marketing: The new rage in the post-Covid2019 world

    The Covid2019 outbreak has affected the marketing budgets of brands. The situation, despite being difficult, throws up opportunities to be innovative and get aggressive on new-age marketing strategies. While digital marketing has been in vogue for some time now, within this domain, several brands are redefining their marketing space by dedicating a large chunk of their budgets to affiliate marketing.

    The new strategy is in line with companies’ plans to conserve cash and focus on result-oriented marketing channels. Brands like ‘The Man Company’ have taken the lead by shifting a huge pie of their budget to affiliate marketing for their online business. 

    “Affiliate marketing as a channel has helped us acquire new customers at a lower cost as compared to paid ads, helping us to get a better ROI. This channel gives us dual advantages. On one side, we are able to acquire new paying customers and pay only for sales. On the other hand, we get visibility across multiple publishers without spending much advertising money. With a network in place, we are able to outsource our affiliate management task which helps us reduce our overhead costs, without any compromise on the scale. Thus, it helps us to reach out to new customers in a cost-effective way. As a brand, this helps us to reach out to the new users through multiple publishers,” says The Man Company business head Atul Jain.

    Some of the key roles of the affiliate networking/industry in the success of a marketing campaign are as follows: 

    How does affiliate marketing help?

    Affiliate marketing is a commission-based marketing model wherein the online sellers pay publishers for every purchase made through their affiliate link. The vital factor of this marketing segment is that it works on the cost-per-acquisition model where the brand will be spending money once they acquire a customer. 

    Customer acquisition at a lower cost: Traditionally, marketing has been a cost-heavy proposition. In the pre-Covid2019 world, when cash flows were good, companies seldom focused on ROI. But now, every penny matters, and there isn’t a better way to get the maximum out of your marketing investments. The commission is paid to the publisher only when the desired conversion takes place. Also, you need not incur an overhead cost for creating a marketing campaign to enter a relatively new market. The entire process of customer acquisition and sales becomes a low-cost affair. An effective affiliate program ensures that customer engagement leads to conversion. 

    Targeted customers: A successful brand always looks to penetrate into newer markets and acquire new customers. With Covid2019 induced lockdowns, there’s a large number of people spending time online, especially in tier-2 and tier-3 cities.  With an effective affiliate marketing campaign, brands can reach out to new customers like housewives and older people who were hitherto not available online. Categories like online games, health and care product, OTT services, e-learning are giving encouraging results to brands. Affiliate marketing channels also contribute to increased brand awareness, allowing companies to have a larger customers base resulting in higher revenues. Moreover, because the payouts are linked with performance, it gives brands the flexibility to scale the numbers through this channel without any financial risks.

    Offers a variety of traffic inventories: It is never a good idea to put all eggs in one basket. Affiliate networks work in the same way by working with multiple publishers and traffic inventories and then scale the numbers with the inventory which is performing the most.

    You can use a variety of traffic sources like coupon, cashbacks, email marketing, SMS, push notifications, price comparison and also the new-age affiliate channels such as influencers, social media groups, messengers, affiliate stores, etc. It helps brands reach out to their target audience, ensuring that the potential customer has converted not into a lead but a sale. Running your campaign through different sources simultaneously also ensures that if one stream on generating the audience collapses due to any external factor, the other stream keeps functioning.

    Technology build: Affiliate marketing has a big role in technology as well. Optimisation models and AI can help brands in promoting their services and products. Moreover, the best analytics tool built by affiliate networks gives support to analyse the traffic and provides a transparent picture to brands for their investment. To provide better experience Admitad also offers a solution of universal tracking which brings app and web tracking under one roof. The tool helps in saving costs for brands who invest more money on app-specific tracking platforms. The main feature of this technology: real-time tracking helps in analysing which affiliate program and marketing campaigns work for you and which one of them need to be changed to generate profitable results.

    Also, affiliate networks keep affiliates a step ahead by providing them with the best technology which makes it easier for them to share the content with their audience. Tools such as Admitad Еxtension help influencers and content site owners to maximise their earnings. Through Admitad telegram bot, publishers can easily generate links to reach out to their customers and earn money. 

    Saves on internal manpower cost: A successful affiliate program does away with the need of having a large in-house team to take care of their promotions and affiliate program. Brands get tech support and a dedicated account manager from the affiliate network that allows them to integrate their operations from different platforms for tracking and technological requirements. 

    Businesses need to adapt to new realities to remain relevant. The world of business is undergoing unprecedented transformation at a breakneck speed. Brands that make strategic changes as per the changed behaviour of customers will flourish and grow in the coming years. 

    Are you ready with your new marketing strategy?

    (The author is country manager of Admitad India. The views expressed are her own and Indiantelevision.com may not subscribe to them.)

  • Admitad launches support helpline for advertisers during COVID-19 pandemic

    Admitad launches support helpline for advertisers during COVID-19 pandemic

    MUMBAI: Admitad has launched a support hotline for advertisers to combat declining sales and demand in the current crisis. The support hotline is intended to provide assistance to advertisers and mitigate losses caused by the COVID-19 pandemic.

    Named Black Swan, Admitad’s support hotline aims to make life easy for advertisers and publishers looking for an affiliate marketing network. The helpline promises to bail out advertisers from difficult situations by providing useful advice about how to increase sales efficiency and reduce promotional expenses.

    While generating leads and sales during this hour of global crisis can be a daunting task, Admitad believes that testing times like these can create new business opportunities. Online businesses, in particular, have an edge over their offline counterparts and can leverage opportunities to build traffic and increase user base by collaborating with an affiliate marketing network. It is, thus, vital at this time to identify and collaborate with appropriate channels. By partnering with an appropriate channel, advertisers pay only for actual sales and not for the volume of clicks. 

    The current crisis has accentuated the need for online businesses to increase their audience coverage and high-quality targeted traffic. Among the several categories of online businesses, software & digital services and streaming media have together witnessed a 135 per cent increase, according to Admitad data of recent weeks. In addition to these categories, CPA campaigns can be effective for online games, e-learning, and online education. 

    Admitad India CEO Neha Kulwal said, “The support helpline would act as a lifeline for advertisers and help them keep sales on track during the COVID-19 pandemic. As several nations continue to observe a lockdown and markets anticipate long recovery times, it is imperative for online businesses not to lose focus in this moment of crisis and continue to build an affiliate network to sustain in the market. The lockdown provides lucrative opportunities for online businesses to extend support for existing customers as well as welcome new users to their network.”

  • Affiliating with growth: Top affiliate marketing solutions for advertisers and publishers

    Affiliating with growth: Top affiliate marketing solutions for advertisers and publishers

    For any publisher with a decent enough online reach, the next logical step is to find ways of monetizing their traffic. Brands, too, seek the aid of popular publishers to drive end-customer engagement. Affiliate marketing acts as a bridge connecting the two, providing both advertisers and publishers with the necessary means and resources to engage in a mutually profitable relationship.

    Such associations, however, do not come without their fair share of challenges. New-age publishers looking to sign up with advertiser programs as affiliates to monetize their content often have to spend countless hours browsing through the available programs to find the ones that best fit their preferences. The technicalities of signing up for an advertiser program also creates a high entry barrier for many publishers who are just entering the world of affiliate marketing.

    On the advertiser side, managing different affiliate partnerships and programs can often become a major hassle that requires brands to create dedicated in-house teams. This increases the cost of their marketing operations, in addition to introducing many operational bottlenecks.

    Let us take a brief look at some of the tools that leading affiliate networks use to help publishers and advertisers drive business and profitability:

    1. Innovative browser extensions

    Leading affiliate networks allow new-age publishers such as influencers and bloggers to sign up with advertiser programs in a hassle-free manner through cutting-edge browser extensions. Through extensions such as Admitad Extension and Affilitizer, affiliates can get information about an advertiser’s program just by visiting the brand’s website – even for advertisers that they aren’t associated with – and make a request to join the program. Partner publishers can also seamlessly create deeplinks by simply opening advertiser websites and share them later in their traffic channels/platforms to drive traffic. Since they just need a single account to access advertiser programs, the hassle of registering with multiple affiliate networks is also eliminated.

    2. Link converters

    Link converters such as Moneylink are innovative tools that use techniques such as JavaScript codes to convert any and all direct links on a publisher’s page to affiliate links by identifying the most profitable merchant offers from across the globe. Not only is this method more seamless but it also saves the publishers’ time, allowing them to channel their energies towards more constructive use such as creating more content.

    Moreover, since such tools can “organically” convert direct links to affiliate links, the SEO value of the content remains unaffected. This allows publishers to improve their profitability by monetizing various articles and reviews, forums, and communities on any online platform. Money link tool works best for content sites.

    3. Coupons and promo codes

    Amongst the most popular affiliate tools, coupons and promo codes work best for advertisers selling products and services. By associating with leading affiliate networks, advertisers can seamlessly create unique promo codes for each of their affiliate partners to manage such aspects as attribution, tracking, and traffic quality more efficiently. Advertisers can also compose a link using this tool which will connect a customer directly to the deal page – rather than to the main page of the website – which increases the chances of the engagement to follow through. Partnering with affiliate marketing platforms also allows publishers to assess campaign performance and ROIs in real-time.

    4. Product feeds and auto verification

    An XML file contains the product data from the catalog of an advertiser. Publishers use the product feed to carry out various affiliate operations such as creating price comparisons, email newsletters containing product descriptions, and so on. However, in case the advertiser edits the catalogs, it becomes cumbersome and time-consuming to reflect those changes in the publisher’s websites. This makes dynamic content updation a major challenge for affiliates.

    Various affiliate marketing platforms address this challenge by providing ready-to-use parsers and plug-ins that make this process hassle-free for both advertisers and publishers. Using these tools, any change in the advertiser’s catalog and product information is updated on the publisher’s website as well, in real-time. This not only saves a lot of time for publishers but also ensures that advertisers reap the maximum dividends from their affiliate partnerships.

    Auto verification is another important affiliate solution enabled by leading affiliate networks for advertisers. Using this solution allows advertisers to eliminate the hassle of sharing manual validation at the end of the month, as the relevant data – such as order ID delivered by the affiliate partner – is automatically updated and validated.

    5. Referral links (Own affiliate program)

    This service, provided by various affiliate marketing platforms, allows advertisers to maximize the value of their affiliate spends by attracting new publishers. All they need to do is put up a referral link on their websites and other targeted communication; any publisher who follows this link and registers will become the brand’s affiliate. Affiliates can also earn more by referring new affiliates. The affiliate who refers will get some percentage of the commission earned by their referrals as a bonus or as referrer income from affiliate networks.

    6. Mobile SDK-powered performance marketing solutions for consolidated CPA tracking

    Performance marketing tools powered by mobile SDKs enable advertisers to merge their web and app CPS models which improve the depth and quality of data available to them. Mobile SDK integrations facilitated by these solutions allow for the collection and tracking of in-app information and events such as sign-ups, searches, and transactions. This gives advertisers insights about the advertisement channels or publisher pages driving the maximum customer engagement and is extremely useful even if the brand only operates through the mobile app. The tracking of campaign performance data was previously a major problem for affiliate partners, as sales triggered through in-app promotional links but completed on the website did not initially get attributed to the first affiliate. The integration of mobile SDK-based solutions also solves for this major gap in the affiliate value chain.

    7. Advanced cookie-less tracking codes and APIs

    Tracking codes empower advertisers to track the performance of their campaigns more accurately by integrating tracking codes. However, with many popular browsers recently launching updates that blocked cookie-based ad targeting, advertisers are in need of new tools that can help them address this challenge. New-age cookie-less tracking solutions such as TagTag enable advertisers to prevent the blocking of legitimate advertisements by anti-virus applications and browser extensions while also enables seamless tracking across browsers and devices. Furthermore, since tracking methods in these solutions employ other means of saving and transmitting the click ID, they are in full compliance with both the domestic and international data privacy laws and regulations.

    The application program interface (API) provided by leading affiliate marketing platforms also allows publishers to conduct a number of operations. For instance, using this tool, publishers can seamlessly set up automatic deeplink generation, gather insightful statistics, manage ads, create relevant applications, etc.

    The Indian affiliate marketing space is growing at a robust clip; according to industry reports, affiliates drive around 15% of online retail sales in the country. The aforementioned tools can help both advertisers and publishers realize the maximum value from their affiliate associations, equipping them with the capabilities and resources required to thrive in a rapidly-evolving business ecosystem.

    (The author is country manager, Admitad India. The viewS expressed are her own and Indiantelevision.com may not subscribe to them.)