MUMBAI: Performance marketing company, Online Media Group (OMG), has appointed Bharat Malik as country manager of OMG India.

Malik moves in from travel portal Yatra.com, where he was head of online marketing. He was instrumental in launching the affiliate program for Yatra.com.

His mandate will be to familiarise more Indian clients with the concept of affiliate marketing. According to the company, currently, 80 per cent of Indian travel brands don‘t use affiliate marketing and similar patterns exist across all sectors.

OMG Group CEO Richard Syme said, "Bharat Malik has extensive affiliate experience, particularly in the travel industry. We know over 75 per cent of Indian e-commerce is in the travel sector, but only 20 per cent of these brands currently utilise affiliate marketing – there is a massive potential for growth. Bharat is an extremely important and strategic hire for OMG. We‘re fast expanding in the Asia-Pacific region and we believe he‘ll play an important role in introducing the travel sector and all other sectors to the possibilities open to them with performance marketing at OMG India."

Malik added, "With the growth of Indian e-commerce, now is the time for industry to harness the power of online performance marketing. Affiliate marketing with its performance driven results, helps online marketers achieve impressive RoI. It‘s been over four years since affiliate marketing started in India – we need to educate the market about the possibilities it opens up to them to increase sales and customer interaction. OMG India has developed robust technology platforms to make powerful affiliate campaigns a fast, affordable and exciting option for every Indian brand."