Affiliate marketing spends in India are estimated to be Rs 2500 crore in FY 2023, constituting eight percent of the overall digital marketing spend, according to the State of Digital Marketing in India report. Despite the popularity of affiliate marketing, the model presents its own challenges, such as onboarding and managing affiliates, high commission fees, and vulnerability to fraudulent and malicious practices.
Revolutionising Affiliate Marketing In The Era Of Influencers, ET BrandEquity
During a discussion at DigiPlus Fest 2023, marketers explored the evolving landscape of affiliate marketing and strategies to optimise return on investment (RoI). The session featured Nishant Jaiswal, VP – marketing, Zupee; Sachin Vashishtha, chief marketing officer, Paisabazaar, and was chaired by Saumya Jain, ETBrandEquity.com.
Revolutionising Affiliate Marketing In The Era Of Influencers, ET BrandEquity
Essentially, affiliate marketing involves incentivizing affiliates with a commission or payout to drive a business action, such as a click or purchase. The practice began with blogs, websites, and email but has since expanded to include social media and e-commerce platforms.
Revolutionising Affiliate Marketing In The Era Of Influencers, ET BrandEquity
Vashishtha observed that while affiliate marketing was one of the most profitable and RoI-positive ways for online businesses to grow, it didn’t take long for bad actors to leverage it for fraud. Affiliates with malicious intent began generating traffic for brands using any means necessary to earn a commission.
Revolutionising Affiliate Marketing In The Era Of Influencers, ET BrandEquity
The practice started losing its appeal until the explosion of the creator economy and the rise of influencers. Additionally, improvements in technology and the emergence of attribution models like multi-touch attribution or view-through attribution started bringing transparency into the affiliate marketing model.
Revolutionising Affiliate Marketing In The Era Of Influencers, ET BrandEquity
Jaiswal remarked that affiliate marketing in India is still nascent compared to global platforms, where many end publishers are not directly…..
Revolutionising Affiliate Marketing In The Era Of Influencers, ET BrandEquity