Tag: Neha Kulwal

Manyavar partners with Admitad India to mark its maiden foray into affiliate marketing

MUMBAI: In a move which underlines the importance of affiliate marketing in online commerce, Admitad India, the India arm of leading global affiliate network Admitad, has announced its exclusive partnership with Manyavar, a men’s ethnic wear brand. As part of the association, Admitad India will manage all affiliate duties and programs for the brand in the country. The tie-up is aimed at complementing Manyavar’s overall online marketing strategy through affiliate marketing and strengthening its pan-India online brand presence and consumer base.

The association with Admitad India marks the first time that Manyavar has forayed into the affiliate marketing segment. Apart from illustrating how offline brands in India are now amplifying their business growth by leveraging e-commerce as a lucrative sales channel. It also highlights the vital role that affiliate marketing is assuming in driving the digital marketing strategy for brands.

Recent industry reports peg India as the fastest-growing e-commerce market in the world. With the number of online users in the country expected to reach 700 million by the end of this decade, the Indian e-commerce segment is estimated to be worth $1.2 trillion by 2021. Established offline retail brands such as Manyavar – which currently operates more than 500 stores across 202 cities in India alone – have been looking to tap into the massive business opportunity that this represents. Top affiliate networks such as Admitad India have been helping brands reach out to this growing online audience through new-age publishers, across a host of platforms and formats.

Speaking on the association, Ms Neha Kulwal, CEO – Admitad India, said, “With the Indian e-commerce market currently estimated to be growing at a CAGR of 50%, offline brands in the country have an extremely lucrative growth opportunity in the online space. Leveraging affiliate marketing to complement their overall digital strategy can help brands capitalise on this shift by effectively targeting the country’s rapidly-growing online audience.”

Admitad India enables advertisers to target prospective consumers through relevant content in a contextual, captive environment by creating their own affiliate programs without heavy upfront investments. It leverages proprietary technology to enable improved tracking codes, cross-device and cross-browser tracking, third-party tracking, ad performance analysis, product feed integration, and curbing fraudulent traffic. Combined with real-time performance analysis of various publisher associations, this allows brands to reduce the risk to their marketing spends while maximising RoIs.

“Our association with Manyavar, which is one of the leading ethnic fashion brands in India, is indicative of the faith that top brands place in the power of affiliate marketing. Through our personalised, tech-driven affiliate marketing solutions, we aim to help drive the maximum RoI for Manyavar’s affiliate marketing campaigns,” Ms Kulwal added.

August 8, 2019
Why every brand should use mobile SDKs as a part of its digital campaign strategy

MUMBAI: Bot-generated traffic is the bane of the digital marketing ecosystem. It results in the inaccurate tracking of attribution and sales performance which causes advertisers as well as publishers to incur heavy losses every year. It is estimated that Indian advertisers lose over 40 per cent of their investment to bot-driven ad frauds, fake traffic hits, bogus schemes, etc.

This has emerged as the top challenge for advertisers trying to secure robust ROIs, even as they attempt to keep up with recent data privacy policies such as the EU-GDPR. With leading web browsers also introducing more stringent anti-tracking algorithms, digital marketers find the scope of their challenge intensifying.

Enter Mobile SDK: Countering the challenges

Mobile SDKs have emerged as one of the most effective ways of countering this rising tide of bot-induced activity on publisher platforms. Leading affiliate networks are leveraging the more reliable user authentication facilitated by SDK integrations to separate human users from the bot-generated traffic. This – complemented by proprietary anti-fraud technologies – helps them to reduce the losses incurred by clients due to digital frauds to a large extent.

Mobile SDKs also enable in-app tracking of a user’s digital activities – whether the user is logging into the app, placing an order, or carrying out transactions. SDK integration allows the system to record data pertaining to an app’s installation on the device. An advertiser can then choose any of these user actions as their target data source. Such precise targeting, in turn, enables advertisers to effectively track sales attribution and get a deeper insight into campaign performance.

In this way, a transparent process is established between advertisers and publishers. As SDK integrations reduce bot-related losses, publishers who earlier used to avoid associating with affiliate programs can now rest in ease and confidently participate in mobile performance marketing. Thanks to this technology, advertisers can also acquire access to new, legitimate traffic sources and drive an increase in the number of incoming orders.

Apart from this, other benefits offered by the integration of mobile SDKs include:

1. Improved tracking of user behaviour

SDKs enable advertisers to access and work with massive volumes of data, thus facilitating more reliable user authentication. At the same time, they can also be used to gain deeper insights about user behaviour (both pre- and post-acquisition).

Such data-mined intelligence can then be used to bolster their marketing strategies. The accuracy facilitated by large volumes of data enables affiliates to conduct better customer profiling, allowing them to deliver hyper-personalised ads to users. Advertisers can also complement their strategies with demographic-based and geolocation-based targeting to enhance user engagement for their digital campaigns.

2. Better attribution as well as reliable KPI measurement

The cookie-less tracking facilitated by SDKs not only complies with data privacy regulations but also enables far better tracking of user behaviour. In addition, it empowers advertisers to accurately map their sales activities and the performance of their digital campaigns. As a result, marketers are better placed to define more stringent KPIs.

The razor-sharp targeting of consumer demographics facilitated by the use of SDKs further allows marketers to determine sales attribution through enhanced cost per acquisition (CPA) tracking. Advertisers can, therefore, distinguish between affiliates that facilitate superior user-brand interaction and those that need to be worked upon.

3. Enhanced transparency and visibility into the campaign performance

SDKs leveraged by top affiliate networks can be used to gain superior visibility into the individual performance of each advertisement on a real-time basis. As this allows them to precisely track their ongoing campaigns, marketers can alter their digital strategy to optimise ad performance. With the ability to work with larger datasets and conduct sharper targeting, it is no wonder that the SDK-based approach delivers better outcomes than most other digital advertising methods.

4. Superior user-brand interaction

With affiliate networks and marketers working in compliance with the shift towards stronger user privacy, consumers’ confidence in the advertisements they engage with has received a significant boost. SDKs enable advertisers to have users interact with the ads that they are most likely to engage with. This increases the probability of a user not only engaging with the ad but also following through on the transaction. This benefits both marketers and their partner affiliates, as the cumulative RoI of the association increases.

Digital tools such as SDKs developed by affiliate networks like Admitad India have the potential to help both brands and publishers navigate today’s evolving digital marketing ecosystem. Here is the detailed description of the service. The new-age marketing strategies employed by such platforms are as innovative in nature as they are safer, smarter, and considerably more effective.

(The author is Neha Kulwal, CEO, Admitad India. The views expressed here are her own and Indiantelevision.com may not subscribe to them.)

August 4, 2019
Online reach through affiliate marketing: Experts share their insights at Admitad Expert India 2019

MUMBAI: In a move that highlights its commitment towards the advancement of the Indian affiliate marketing industry, Admitad India has recently hosted Admitad Expert India 2019. Organised at ITC Welcome Hotel in Bangalore on 26th July, the second edition of the acclaimed international business conference saw several prominent names from the digital marketing, affiliate, advertising and publisher communities in attendance.

Through this event, Admitad India brought together key stakeholders in the affiliate marketing space to hold insightful discussions about industry best practices and success stories. Several leading industry veterans spoke at Admitad Expert India 2019, including Rahul T (CMO – Spoyl), Shreyansh Modi (Head of Affiliate & Alliances – Flipkart), Sri Krishna (VP & General Manager – InMobi), and Ravi Bansal (Head, Online Business – JBL India), Prateek Kumar (E-commerce Head – Manyavar), and many others.

Top e-commerce platforms such as Zivame, Medlife, Zoomcar, Arvind Brands, Manyavar, Flipkart, and many others were also present at the event, which was supported by Brew House, PaisaWapas.com, CashKaro.com and IGP.com.

In her welcome address, Neha Kulwal (CEO – Admitad India) highlighted new trends, opportunities, and latest market developments in the affiliate marketing domain. She further spoke about the other business division of Admitad, such as Admitad Invest and Admitad Academy, and how they can strengthen the Indian affiliate marketing industry at large by empowering all stakeholders. The event also saw influencers and top digital marketing experts share their insights about the dynamics of the affiliate industry and the best practices.

Neha Kulwal, CEO – Admitad India, said, “As a unique platform that brings together domain leaders to map the current and future industry landscape, Admitad Expert India is the event for affiliate marketing professionals in the country. The latest conference builds on the impressive reception to our inaugural event conducted last year. We are delighted with the response and the conversations that we have ignited about the role of technology in the modern affiliate marketing value chain.”

Admitad Expert India 2019 underlined how technology can help publishers and advertisers maximize the value of their affiliate associations. It also discussed affiliate marketing’s ever-evolving role in the e-commerce value chain and how tech-led solutions can significantly accelerate the growth of the two interlinked industries. Further, the event provided participants with the rare opportunity of interacting face-to-face with industry leaders and top brands who have been leveraging the power of affiliate marketing to increase their business.

Ravi Bansal, India – Head, Online Business – JBL, said, “I strongly feel there should be more events like Admitad Expert. It gives an opportunity to publishers, networks, and advertisers to come together and not only discuss current challenges but also talk about future opportunities. Advertisers need to think beyond just Google and social media, as affiliates are the strongest medium of consumer outreach for brand campaigns where ROI is a key factor. With the number of influencers across channels registering immense growth, affiliate networks such as Admitad are becoming crucial to manage ROI, tracking, attribution, and inventory management for both publishers and advertisers. The event has successfully initiated engaging discussions around these topics and added value for all attendees.”

Rahul T, CMO – Spoyl, said, “Admitad is the right partner when it comes to understanding the business requirement and delivering above and beyond the mandate. Affiliates hold a prominent share of our online transactions. We have integrated with Branch to support mobile sales attribution and look forward to growing our affiliate channel and setting up more affiliate programs through Admitad.”

Gaurav Dahake, Founder – Buyhatke, said, “It was an absolute pleasure to speak at Admitad Expert 2019. The event was very well organised and the in-depth information about performance marketing shared here was quite informative. It was heartening to be a part of conversations about how the approach to affiliate marketing in India needs to evolve and adapt tech-led solutions for better attribution check and reliability. Marketing is an iterative process which requires everyone’s contribution to be acknowledged and rewarded, and affiliate networks such as Admitad India are working towards enabling such a cohesive digital marketing ecosystem.”

Admitad Expert India 2019 was attended by over 150 participants and 20 keynote speakers, including several domain-leading companies. By driving unique value for each participant attending the conference, Admitad Expert India 2019 has further built on the stellar success of the previous year’s edition.

July 31, 2019
Advertiser turnover from online blogs, forums in India increased by 7 times in H1 2019

MUMBAI: In a move which underlines how lucrative new traffic channels can be for advertisers, Admitad India has recently analysed online orders and sales data that its partner advertisers in India have received in the first half of 2019. As per the research, sales through the platform brought by new affiliate traffic channels such as blogs, chat-based messengers, social media groups, and Instagram/YouTube accounts in India exceeded $2.5 million during the reporting period – marking a 63 per cent increase over the corresponding data in H2 2018.

More importantly, there is a massive growth opportunity that new traffic channels represent for brands and advertisers. Online blogs, forums, and other traffic platforms affiliated with Admitad India registered a 7x increase in the advertiser turnover driven through them. With advertiser turnover from messengers also exceeding $10,000 in India in the first six months of 2019, the research also underlined the potential of chat-based messengers as an impactful affiliate marketing channel.

It also identified a growing shift amongst new-age publishers toward affiliate partnerships to amplify their revenue streams. The total number of publishers (new traffic channels) working as affiliates on the Admitad platform increased by over 24.22 per cent between H2 2018 and H1 2019. Blogs, online forums, and other channels registered a healthy growth of around 27.74 per cent in the number of publishers, while YouTube publishers working as affiliates grew by 14.63 per cent. Most remarkable was the growth of affiliates on newer channels such as chat-based messengers, which registered an exponential growth of 125 per cent during the reporting period.

With the introduction of browser extensions like Admitad Lite, this rapid growth trajectory is expected to only accelerate in the near future. Such tools help publishers overcome the entry barriers into the affiliate marketing space and make it simpler for them to seamlessly explore advertiser programs and create affiliate links to advertisers’ websites. Admitad Lite significantly speeds up and simplifies the work of publishers, who often have to deal with a large number of links and compare offers from different advertisers.

Standard tools for monetising traffic are often inconvenient for content creators due to restrictions or service rules. Admitad Lite, on the contrary, caters to this need-gap by drastically reducing the time taken by publishers to register and launch affiliate campaigns. This, in turn, increases clickthrough ratios and bolster sales for advertisers while also augmenting affiliate revenues for publishers – thus maximising the value that online traffic creates for stakeholders across the value chain.

The easy registration process facilitated by Admitad Lite connects publishers with more than 60,000 affiliate programs and 30,000 advertisers around the globe with just one click. It also does away with the need for moderation of publisher websites and enables access to offers and programs that were previously unavailable. This makes it the perfect tool for novice bloggers, micro/macro-influencers, and owners of groups and communities on social networks who are looking to enter the world of CPA marketing, as well as veteran affiliates looking to amplify their incomes.

Speaking on the insights and recent product developments, Admitad India CEO Neha Kulwal said, “In the last couple of years, microbloggers and influencers have become an integral part of the digital marketing value chain. Today’s digital-first audiences trust their opinions and recommendations more than they trust traditional advertising formats. This paradigm shift is one of the biggest reasons why we have witnessed sales numbers through new traffic channels grow at such a robust pace. With the number of bloggers looking to work with affiliate networks also registering healthy growth, we are committed to developing more innovative monetisation tools that can amplify the profitability and operational scale of our partner affiliates. The update of Admitad Extension and launch of Admitad Lite is a testament to this commitment.”

July 18, 2019
Admitad India gears up to host annual conference

MUMBAI: In a move that highlights its commitment towards the advancement of the Indian affiliate marketing industry, Admitad India has announced its plans to host Admitad Expert India 2019. The second edition of the acclaimed international business conference will be held at ITC Welcome Hotel in Bangalore on 26 July 2019. Several prominent names from the digital marketing, affiliate, advertising and publisher communities will attend the latest Admitad Expert India conference.

Through this one-of-its-kind event, Admitad India will bring together key stakeholders in the affiliate marketing space to hold insightful discussions about industry best practices and success stories. Several leading industry veterans will speak at the event, including Rahul T (CMO – Spoyl), Ashok Reddy (Founder – GrabOn), Shreyansh Modi (Head of Affiliate & Alliances – Flipkart), Sri Krishna (VP & General Manager – InMobi), and Ravi Bansal (Head, Online Business – JBL India). Leading brands such as Myntra, Jabong, Zivame, Medlife, Zoomcar, Bluestone, Arvind Brands, Lifestyle, Swiggy, Rebel Foods, Manyavar, and Titan have also registered for the event.

YouTuber and TV actor Shivshakti Sachdev and digital marketing experts will also be present at the event, sharing their insights about the dynamics of the affiliate industry and the best practices. Neha Kulwal (CEO – Admitad India) will present the welcome address at the event, which will be supported by Brew House, PaisaWapas.com, CashKaro.com and IGP.com.

Admitad Expert India 2019 will emphasise on the key pillars of technology, transparency, and communication, underlining how tech-led solutions can help publishers and advertisers maximize the value of their affiliate associations. It will also discuss affiliate marketing’s ever-evolving role in the e-commerce value chain and how technology can significantly accelerate the growth of the affiliate marketing industry and – by extension – the e-commerce space. Further, the event will provide participants with the rare opportunity of interacting face-to-face with industry leaders and top brands who have been leveraging the power of affiliate marketing to increase their business.

Speaking about the event, Admitad India CEO Neha Kulwal said, “After an extremely positive reception to last year’s conference, we are proud to present the second edition of Admitad Expert India. The Indian affiliate marketing industry has immense growth opportunities available to it. Admitad Expert India 2019 is a platform that highlights the importance of technology in helping the industry realise this potential and drive continued business growth for all stakeholders. We are looking forward to an inspiring event that ushers in an era of technological adoption in this fast-growing space.”

Admitad Expert India 2018 was attended by over 100 participants including brands such as Bata, Droom, Biba, Cashify, MakeMyTrip and more. Speakers at the event hailed from domain-leading companies such as CashKaro, Jabong, Firstcry, BigBasket, Nykaa, Desidime, and CouponDunia, among others. Admitad Expert India 2019 aims to build on the stellar success of the previous year’s edition and drive unique value for each participant attending the conference.

July 10, 2019